AARP
AARP is a U.S. nonprofit 501(c)(4) organization serving nearly 38 million members aged 50 and older through discounts, advocacy, publications, brain health and digital literacy programs, and a portfolio of licensed services anchored by a 12-year UnitedHealthcare Medicare royalty agreement.
- Company typePrivate
- Founded1958
- HeadquartersWashington, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What AARP does
AARP (American Association of Retired Persons) is a U.S. nonprofit 501(c)(4) organization founded in 1958 and headquartered in Washington, D.C. It operates a membership-based platform serving nearly 38 million Americans aged 50 and older, plus an emerging 18+ acquisition cohort, through a portfolio that includes Staying Sharp (brain health), Fraud Watch Network, the AARP Now mobile app, AARP The Magazine (the largest-circulation magazine in the U.S.), AARP Bulletin, podcasts, Senior Planet digital literacy centers, the Tax-Aide program, and the Movies for Grownups awards franchise. Operationally it runs a digital ecosystem (AARP.org, mobile apps, Staying Sharp platform, AI-automated back-office workflows) supported by 800+ local chapters and 50,000+ volunteers.
The organization monetizes through four primary streams: membership dues ($15 first year with automatic renewal, $20/yr standard), licensing royalties (principally a 12-year restructured UnitedHealthcare agreement that produced a one-time ~$9B payment in 2024 plus recurring royalties on AARP-branded Medicare products), advertising revenue through the AARP Media Advertising Network (150M monthly in-home and digital impressions), and licensed products and services spanning insurance, travel, dining, and pharmacy savings. AARP's core subsidiaries include AARP Foundation (charitable arm), AARP Services Inc., NRTA for educators, OATS (Senior Planet, digital literacy), and the AgeTech Collaborative startup accelerator. The organization is governed by a board of directors, has no parent company, and operates as an independent nonprofit without external private equity or venture capital ownership.
AARP firmographics
Firmographics- Name
- AARP
- Legal name
- AARP
- Website
- https://aarp.org
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- AARP is a U.S. nonprofit 501(c)(4) organization serving nearly 38 million members aged 50 and older through discounts, advocacy, publications, brain health and digital literacy programs, and a portfolio of licensed services anchored by a 12-year UnitedHealthcare Medicare royalty agreement.
- Ownership category
- akta.pro rank
Where AARP is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AARP business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others
Revenue model
- UnitedHealthcare Royalty: AARP receives royalty payments from UnitedHealthcare for the exclusive right to sell AARP-branded Medicare products. In 2024, AARP received a one-time payment of approximately $9 billion as part of a restructured 12-year agreement.
- Membership Dues: AARP generates revenue through membership dues at $15 for the first year with Automatic Renewal and $20/year for standard membership, with free secondary household memberships included.
- Advertising Revenue: AARP Media Advertising Network generates revenue by selling advertising across AARP's media properties including AARP The Magazine, AARP Bulletin, AARP.org, newsletters, and video content to brands seeking to reach the 50+ demographic.
- Licensed Products and Services: AARP licenses its brand to various companies for products and services including insurance, travel, dining discounts, and pharmacy savings, generating revenue through these partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | First-Year Membership with Automatic Renewal |
| Subscription | Annual | Standard Annual Membership |
| Subscription | Annual | First-Year Membership (Promotional) |
| Subscription | Monthly | BetterHelp Online Therapy (Partner Service) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
AARP product offering
Product offeringCore offering
AARP is a nonprofit membership organization that sells annual memberships ($15–$20/year) granting Americans age 50 and older access to discounts, insurance products, publications, brain health programs, fraud protection resources, and advocacy services. The organization also licenses its brand to partners such as UnitedHealthcare for Medicare products, generating royalty revenue, and distributes content via AARP The Magazine, AARP Bulletin, digital platforms, podcasts, and the AARP Now mobile app.
Product overview
AARP offers a comprehensive membership-based platform providing products and services for Americans 50 and older. The core offering includes AARP Membership ($15/year for first year with Automatic Renewal), which bundles discounts, programs, and advocacy. The product portfolio centers on Staying Sharp (brain health platform with cognitive assessments and games), AARP The Magazine and AARP Bulletin (award-winning publications), the AARP Now mobile app (on-the-go access), and Fraud Watch Network (scam protection). Additional offerings include AgeTech Collaborative (startup accelerator), Community Challenge (grant program), Movies for Grownups (film awards), Senior Planet (digital literacy), Tax Aide (free tax prep), Smart Driver Course, Online Community forums, and AARP Rewards loyalty program. The portfolio also extends via partnerships to external services including BetterHelp (therapy), Tracfone (internet), and Nomorobo (scam blocking) offered as member benefits.
Differentiator
Problem solved
Functional benefit
Brands
- Staying Sharp: Brain health assessment and cognitive wellness program offering interactive challenges, cognitive testing, and lifestyle recommendations for maintaining brain health.
- AgeTech Collaborative
- Movies for Grownups
- AARP Rewards
- Senior Planet
- Fraud Watch Network
- AARP The Magazine
- AARP Bulletin
Products and services
- AARP Membership Annual membership program priced at $15 for the first year with Automatic Renewal and $20/year standard, providing Americans age 50 and older with discounts on dining, travel, shopping, gas, and cell phone plans; prescription savings at 66,000+ pharmacies; fraud protection resources; brain health programs; Medicare and Social Security navigation tools; access to AARP The Magazine and AARP Bulletin; and a free secondary household membership.
- Staying Sharp Online brain health platform offering cognitive assessments, interactive challenges, games, and personalized recommendations based on six pillars of brain health to help users build habits supporting memory and mental skills. Targeted at adults interested in maintaining cognitive wellness.
- AARP Now App Mobile application for members and prospects providing members-only content, digital membership card, breaking news alerts, and connection to AARP services and benefits. Available on iOS and Android app stores.
- AARP The Magazine Award-winning bimonthly magazine delivered to members, the largest-circulation magazine in the United States, featuring celebrity interviews, health advice, financial tips, and entertainment content tailored for adults 50 and older.
- AARP Bulletin Monthly newsletter covering news, legislative updates, member stories, and practical information on topics affecting adults 50 and older.
- AARP Smart Driver Course Driver safety course helping older adults refresh driving skills, learn current traffic laws and safety updates, and potentially qualify for auto insurance discounts. Trains 500,000+ people annually.
- Fraud Watch Network Free fraud prevention and consumer protection program providing scam alerts, a helpline, an interactive scam-tracking map, Watchdog Alerts, and educational content to protect members from scams targeting older adults.
- Senior Planet Technology training program offering free workshops, presentations, and classes on digital literacy, internet safety, and online tools for adults 50 and older, operated by AARP subsidiary OATS from AARP. Includes physical Senior Planet centers and virtual offerings.
- AARP Rewards Loyalty rewards program allowing members to earn points through engagement activities, fitness tracking, and participation, redeemable for merchandise, sweepstakes entries, and charitable donations.
- AgeTech Collaborative Startup accelerator and innovation ecosystem connecting companies focused on serving the senior market with the expanding longevity economy, in partnership with the HLTH conference.
Quantifiable outcome
- Nearly $1 trillion in unpaid family caregiving valued annually through AARP research
- +3 more outcomes
Companies that use AARP
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
AARP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature3 records
AARP partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered major and core.
- HLTH ConferencemajorAARP's AgeTech Collaborative formed a partnership with the HLTH conference to connect young companies with the expanding demographic of older adults and support startups focused on serving the senior market.
- NomorobocoreNomorobo announced a collaboration with AARP to provide call-and-text blocking protection services to AARP members at discounted subscription rates as phone and text-based fraud continues to rise, with FTC data indicating consumers lost up to $196 billion in 2024.
- Appian Corp.coreAARP partnered with Appian to implement AI-led process modernization, automating invoice approval workflows impacting more than 40 employees. The initiative used Appian Composer's AI to generate auditable workflows, demonstrating measurable efficiency gains.
- BetterHelpcoreBetterHelp was named the exclusive online therapy provider for AARP members, offering a 30% discount on first month subscription, access to over 30,000 licensed therapists, and a three-month free trial of the guided sleep app. The partnership addresses unmet mental health needs among adults 50 and older.
- Tracfone WirelesscoreAARP selected Tracfone Wireless as its exclusive home internet provider for approximately 38 million members, offering a launch rate of $39/month until May 17 (with auto-fill) or $50/month until December 31, 2026.
- Heartland DentalcoreHeartland Dental announced launch of the Orahh Care Dental Community, selected by AARP Services for its commitment to improving oral health access for members aged 50 and older, with nearly 2,000 supported practices participating.
- OATS from AARPmajorVerizon Value's Tracfone Wireless expanded its partnership with OATS from AARP to deliver digital wellness workshops for older adults in the United States, offering free workshops in multiple locations and virtually.
- OpenAImajorOpenAI announced a multi-year partnership expansion with AARP and its Older Adults Technology Services (OATS) to help older adults use AI safely, launching OpenAI Academy video teaching users how to spot scams with ChatGPT, nationwide AI training, digital safety programs, and an annual national survey on AI use among older adults.
- UnitedHealthcarecoreAARP's partnership with UnitedHealthcare allows UnitedHealth to sell AARP-branded Medicare products, providing AARP with approximately $9 billion in royalty payments in 2024 as part of a restructured 12-year agreement. This partnership gives UnitedHealth access to AARP's nearly 38 million members aged 50 and older.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
AARP competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key highlights7 records
Customer concentration
AARP social profiles
Digital presenceAARP financial estimates
Financial estimateRevenue estimate
Valuation estimate
AARP leadership team
Management profileNumber of profiles
Profiles12 records
AARP subsidiaries and ownership
Company hierarchySubsidiaries7 records
AARP funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AARP M&A and investment
M&A and investmentM&A
Investments53 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AARP
What does AARP do?
AARP is a nonprofit membership organization that sells annual memberships ($15–$20/year) granting Americans age 50 and older access to discounts, insurance products, publications, brain health programs, fraud protection resources, and advocacy services. The organization also licenses its brand to partners such as UnitedHealthcare for Medicare products, generating royalty revenue, and distributes content via AARP The Magazine, AARP Bulletin, digital platforms, podcasts, and the AARP Now mobile app.
Is AARP a public or private company?
AARP is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AARP founded?
AARP was founded in 1958. It employs 1,001 to 5,000 people.
Where is AARP based?
AARP is headquartered in Washington, United States, in the North America region.
How does AARP make money?
Four revenue lines are on record. UnitedHealthcare Royalty is the primary driver. The others are membership Dues, advertising Revenue and licensed Products and Services.
Does AARP have an API?
No public API is recorded for AARP.