Starts at 60
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.
- Company typePrivate
- Founded2013
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
Starts at 60 firmographics
Firmographics- 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
Starts at 60 industry classification
Industry- 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
Where Starts at 60 is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Starts at 60 business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- 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.
- 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.
- 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
Starts at 60 product offering
Product offeringCore 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
Companies that use Starts at 60
Customer profileSegments1 record
Ideal customer profiles1 record
Starts at 60 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Starts at 60 partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Travel at 60 Pty LtdcoreTravel 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.
- WestpacminorWestpac 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 LaneminorRachel 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 ZaettaminorJulia 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 WhittakerminorNoel 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 LifestyleminorIngenia 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
Starts at 60 competitors and assessment
Company assessmentOthers
- 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
Starts at 60 social profiles
Digital presenceStarts at 60 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Starts at 60 leadership team
Management profileNumber of profiles
Profiles1 record
Starts at 60 subsidiaries and ownership
Company hierarchySubsidiaries1 record
Starts at 60 funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Starts at 60 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Starts at 60
What does Starts at 60 do?
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.
Is Starts at 60 a public or private company?
Starts at 60 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Starts at 60 founded?
Starts at 60 was founded in 2013. It employs 11 to 50 people.
Where is Starts at 60 based?
Starts at 60 is headquartered in Brisbane, Australia, in the Oceania region.
How does Starts at 60 make money?
Three revenue lines are on record. Advertising is the primary driver. The others are travel Bookings and Member Deals and sponsored Content and Expert Contributors.
Who are Starts at 60's main competitors?
Others on record are Aveo Group, CHOICE and Seven West Media. Direct peers are Saga, YourLifeChoices and The Senior. Broad incumbents are AARP and Are Media. Aged Care Gurus is listed as an emerging player. SilverKris (Singapore Airlines) is listed as a regional player.
Does Starts at 60 have an API?
No public API is recorded for Starts at 60.
What industry is Starts at 60 in?
Starts at 60's product category is Senior Lifestyle Digital Media. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support, with a secondary code of HSADAGAK, Healthy Aging & Longevity Lifestyle Coaching. Its NAICS code is 5131 and its SIC code is 2731.