Starts at 60

What Starts at 60 does

Starts at 60 Pty Ltd is an Australian privately held digital media and community platform founded in 2013 by Rebecca Wilson (CEO), headquartered in West End, Brisbane. The company curates editorial content across news, health, lifestyle, money, and travel verticals for an audience of Australians and New Zealanders aged 60 and over, claiming a community of more than one million members. Distribution is anchored on the owned startsat60.com website, supported by daily email newsletters, social media (Facebook, Twitter), downloadable e-guides, and a contributor/UGC program with named expert contributors.

The product surface spans the core content platform, a "Member Centre" subscription experience, a "Retirement Guide" hub with downloadable e-guides, a browser-based games suite (Sudoku, crosswords, trivia, etc.), and a wholly owned travel subsidiary — Travel at 60 Pty Ltd (ACN 615 812 121) — that operates travelat60.com and travelcentral.com.au. There is no proprietary technology platform disclosed in the source data; standard third-party integrations include Google Analytics, Facebook advertising, and payment processors (Visa, Mastercard, PayPal). No mobile app, API, SDK, or AI/ML capability is referenced.

The business model is community-led B2C with revenue generated through display advertising, sponsored content and branded partnerships (e.g., a Westpac-sponsored estate planning article; Ingenia Lifestyle content partnership), affiliate/commission economics on travel bookings and member deals, and a member subscription tier. Pricing for consumers is effectively free; advertiser and travel-supplier terms are negotiated bilaterally and not publicly disclosed.

Name

Starts at 60

Legal name

Starts at 60 Pty Ltd

Website

https://startsat60.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Starts at 60 is an Australian digital media and community platform serving over-60s in Australia and New Zealand, combining free editorial content, travel bookings (Travel at 60), member deals, and retirement planning resources to monetize a 1M+ member community.

Ownership category

akta.pro rank

Product category

Senior Lifestyle Digital Media

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Healthy Aging & Longevity Lifestyle Coaching (HSADAGAK), Caregiving, Aging-in-Place & Home Safety Education (For seniors & family caregivers) (EDAAAMAL)

Keywords

• Senior lifestyle media
• Retirement content platform
• Over 60s community
• Senior travel deals
• Retirement guides

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Advertising: The platform monetizes its large over-60s audience through display advertising, sponsored content, and branded partnerships booked directly with advertisers and advertising agencies. The T&C details advertising terms, agency commissions, and campaign delivery.
2. Travel Bookings and Member Deals: The company operates Travel at 60 and member deal programs, earning commissions or fees on travel bookings, holidays, cruises, and exclusive deals negotiated for the over-60s community.
3. Sponsored Content and Expert Contributors: Sponsored articles from partners (e.g., Westpac) and content partnerships with expert contributors. The platform accepts commercial partnership enquiries via their advertising team.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Starts at 60 operates an online publishing platform and community for Australians and New Zealanders aged over 60, delivering curated news, health, lifestyle, money, and travel editorial content, supplemented by a member subscription programme, downloadable retirement eGuides, brain-training games, and a travel booking service (Travel at 60) that offers exclusive holidays and cruises for the senior community.

Product overview

Starts at 60 is an Australian online publishing platform and community targeting the over-60 demographic. The core offering consists of the Starts at 60 content platform (news, health, lifestyle, money, and travel editorial) integrated with Travel at 60 for specialized travel bookings, a member subscription program offering daily newsletters and exclusive deals, a Retirement Guide resource hub with downloadable eGuides covering property, finances, health and lifestyle, and an entertainment Games suite with brain-training puzzles. The ecosystem combines content, community membership, and travel services into a unified retirement lifestyle platform.

Differentiator

Problem solved

Functional benefit

Brands

• Travel at 60: A travel business offering holidays, cruises, and travel deals specifically for over-60s, operated as a subsidiary of Starts at 60 Pty Ltd.

Products and services

• Starts at 60 Primary online publishing platform serving Australians over 60, delivering curated news, health, lifestyle, money, and travel content with member deals and community engagement features.
• Travel at 60 Specialized travel booking platform for over-60s offering exclusive holiday packages, cruise deals, and travel services.
• Member Centre Subscription membership offering daily email newsletters, exclusive member deals, and access to special content and promotions.
• Retirement Guide
• Games

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Travel at 60 Pty LtdcoreOthersTravel at 60 Pty Ltd (ACN 615 812 121) is a related group company within the Starts at 60 corporate structure. It operates the travel booking platforms (travelat60.com and travelcentral.com.au), providing exclusive holiday packages, cruises, and travel deals for the over-60s community. Both entities share the Starts at 60 brand and customer base.
• WestpacminorGTM or Marketing PartnerWestpac sponsors content on the Starts at 60 platform, including an article on estate planning and executor duties. The sponsored content provides information about Westpac's deceased estate management resources and tools. This is a sponsored content arrangement, not an investment relationship.
• Rachel LaneminorOthersRachel Lane is a retirement expert and co-author of 'Downsizing Made Simple' who contributes expert articles to Starts at 60 on retirement villages, lifestyle communities, and downsizing topics. She is identified as a founder of Aged Care Gurus. Contributions are managed by the editorial team.
• Julia ZaettaminorOthersJulia Zaetta is a former editor-in-chief of Better Homes and Gardens and serves as an expert contributor on downsizing and decluttering content for Starts at 60 readers.
• Noel WhittakerminorOthersNoel Whittaker is a veteran finance expert who contributes to Starts at 60's retirement planning content. He co-authored 'Downsizing Made Simple' with Rachel Lane.
• Ingenia LifestyleminorGTM or Marketing PartnerIngenia Lifestyle is referenced as a lifestyle community operator in editorial content about land-lease communities. The reference includes a UTM tracking link, indicating a content partnership or advertising relationship.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Aveo Group: Aveo is one of Australia's largest retirement living operators and a frequent subject of Starts at 60's retirement-village and downsizing editorial and lead-magnet e-guides.
• CHOICE: CHOICE is Australia's consumer advocacy and reviews publisher; while not age-targeted, it overlaps with Starts at 60's Money and lifestyle editorial verticals and monetizes via similar advertising and partnerships.
• Seven West Media: Seven West Media is a major Australian commercial broadcaster and publisher that is both an investor in Starts at 60 and a potential partner/competitor in publishing 60+ content at scale.

Direct peers

• Saga: Saga is a UK membership and services group serving the over-50s with travel, insurance, and publishing, structurally the closest analog to Starts at 60's media + Travel at 60 model.
• YourLifeChoices: YourLifeChoices is an Australian online community and publishing platform for over-60s, directly competing for the same audience with editorial content and member deals.
• The Senior: The Senior is an Australian newspaper and online publication focused on over-60s news, health, money and lifestyle, overlapping Starts at 60's editorial scope within the same geography.

Broad incumbents

• AARP: AARP is the largest US membership organization for people 50+, operating a scaled media, advocacy, and member-discounts platform analogous to Starts at 60's editorial + deals model but at far greater scale.
• Are Media: Are Media is Australia's largest magazine publisher (The Australian Women's Weekly, Better Homes & Gardens) with overlapping advertiser base and digital editorial operations, though broader than over-60s only.

Emerging players

• Aged Care Gurus: Aged Care Gurus is an Australian advisory service for retirees and families navigating aged care and retirement living, founded by Rachel Lane who is an expert contributor to Starts at 60, making it a complementary ecosystem participant.

Regional players

• SilverKris (Singapore Airlines): SilverKris is Singapore Airlines' premium-tier travel and lifestyle magazine and program aimed at affluent older travellers, a regional analog to Travel at 60's premium-travel positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/startsat60
• Facebookfacebook.com/startsat60
• LinkedInlinkedin.com/company/starts-at-sixty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Starts at 60