Starts at 60 celebrates its 10th birthday

Mar 16, 2023

Brisbane-based media platform Starts at 60, the online home for the Aussie baby boomer, is celebrating its 10th birthday.

CEO Adam Jones shares that this is an exciting time of growth for Starts at 60, off the back of a recent capital raise that sees Seven West Media as a major shareholder.

“Not many media platforms can say they’ve made it this far and so to be here ten years later is an incredible achievement for the team and a testament to just how valuable the over-60s audience is.”

“In fact, there is no better time in history to be pitching products and services to the over-60s group. With almost 28% of the population over 60, this is no longer a niche market – and they are the wealthiest generation after all.”

Throughout our ten years of operations, we have developed strong relationships with advertisers, partners and agencies who respect the over-60s as much as we do and are keenly bringing them solutions. We have worked with extraordinary brands and companies across a diverse range of industries including health, financial and property sectors, such as Household Capital, Westpac Group, Trilogy Funds, Ingenia Lifestyle, Stockland, GSK, Sony Pictures and many more.

“We hope to shift the mentality of the marketing sector and encourage agencies and brands to become more inclusive of the over-60s audience in their marketing messaging, and really acknowledge this demographic.”

“We look forward to the next 5, 10, and 20 plus years where we can continue to serve this audience in a meaningful and authentic way and remain the biggest online home of the baby boomer.”

Starts at 60 began in news and media as a blog specifically designed for the digitally-savvy over-60s. Back then, you couldn’t find anything online that was dedicated to this cohort. Founder, Rebecca Wilson, identified this gap and took the opportunity to create a digital space that addressed the needs and wants of the over-60s as they entered a new stage in their lives in retirement, travel, health and finances with a different set of expectations that other generations before them hadn’t had.

Through the power of community, we were able to grow our platform into the #1 digital media brand for older Australians that drives powerful engagement, sales and insights around older generations’ real passions. Over the years, hundreds of thousands of over-60s signed up for our daily newsletters, and millions engaged with our content across the internet each month – with this number consistently on the rise.

Off the back of the large and loyal community we have built, we were then able to launch Travel at 60 over six years ago, which has been warmly welcomed and is scaling.

Wendy Harch, CEO of Travel at 60 shares “the Travel at 60 team is proud to serve the Starts at 60 community for all their holiday needs. We know how much they love cruises, over-60s getaways and holidays including train travel and look forward to providing the Starts at 60 community with many more of these holiday options into the future.”