Seniordays

What Seniordays does

Seniordays is a free membership platform operated by Mecenat AB (org.nr 556317-4076, Gothenburg, Sweden) that aggregates senior discounts and lifestyle content for Swedish adults aged 55 and older. The service combines a website (seniordays.com) with native iOS and Android mobile applications, providing members with access to hundreds of partner discounts across categories including technology, travel, health, fashion, books, home and entertainment. Named brand partners include Samsung, Apollo, Hotels.com, Apoteket, RoyalDesign, ASUS, Sunweb, TUI and Elite Hotels of Sweden, with content features such as travel stories, recipes, crossword puzzles, monthly in-app game competitions, and periodic prize campaigns extending beyond pure discount aggregation.

The platform is built on a digital membership architecture that includes a digital membership card (Mecenatkortet), discount code distribution, and gamification delivered via a third-party integration with the Flarie game center powering the Seniorspelet feature. Operations run on a conventional martech stack: Customer.io for marketing automation, Google Analytics 4 and Microsoft Clarity for analytics, VWO for A/B testing, Google Ads for paid acquisition, and Zendesk for customer service. Member profiling is enriched through a partnership with InsightOne Nordic AB, which supplies demographic attributes (household composition, income, housing, vehicle ownership) layered on top of base identity data, while SPAR (Statens personadressregister) supports address hygiene.

The business model is B2C with freemium pricing for end users and two supply-side revenue streams: (1) affiliate and referral commissions from partner brands when members redeem discounts through the platform, and (2) data monetisation, where enriched member profiles and anonymised usage statistics are licensed or shared with partners for direct marketing. Seniordays operates as one of three membership clubs under the Mecenat umbrella alongside Mecenat Student and Mecenat Alumni, with the trademark registered to Senior World AB. Geographic operations are confined to Sweden with no disclosed expansion to additional markets, and revenue, headcount, and ownership structure beyond the Mecenat corporate vehicle are not publicly disclosed in the available data.

Name

Seniordays

Legal name

Mecenat AB

Website

https://seniordays.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Seniordays is a free membership platform operated by Mecenat AB that aggregates senior discounts and lifestyle content for Swedish adults aged 55 and older, monetizing through affiliate commissions and enriched data services from hundreds of brand partnerships.

Ownership category

akta.pro rank

Product category

Senior Discount & Loyalty Platform

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK)

akta.pro secondary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior discount platform
• Membership club
• Affiliate marketing
• Loyalty program
• Consumer discounts

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate/Referral Marketing: Seniordays earns revenue by directing members to partner brands through discount codes and affiliate links. The platform aggregates hundreds of brand partnerships and monetizes through referral commissions when members use discounts at partner retailers.
2. Direct Marketing Data Services: The company collects and enriches member data to provide targeted offers. Data is shared with partners for direct marketing purposes and anonymized statistics are provided to partners about offer usage patterns.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Seniordays is a free membership platform for Swedish adults aged 55 and older that aggregates hundreds of partner brand discounts across categories including travel, technology, health, fashion, home, and entertainment. Members access discounts via a website and mobile app, receive a digital membership card for verification, and engage with lifestyle content including travel stories, recipes, and puzzles. The service is operated by Mecenat AB and monetizes through affiliate commissions from partner brands.

Product overview

Seniordays is a membership-based discount platform operated by Mecenat AB, designed for Swedish residents aged 55 and older. The platform operates as a unified membership ecosystem consisting of the core Seniordays Membership Platform, a complementary Mobile App available on iOS and Android, a Game feature with monthly competitions, a Digital Membership Card for discount verification, Crossword puzzles, Travel Stories content, and periodic Competitions. Members gain access to hundreds of partner discounts across categories including technology, travel, health, fashion, and entertainment through a single free membership account.

Differentiator

Problem solved

Functional benefit

Products and services

• Seniordays Membership Platform A free online membership club for Swedish individuals aged 55 and older that provides access to hundreds of partner brand discounts, lifestyle content, and member-exclusive competitions. Members register online and access benefits via the website and mobile app.
• Seniordays Mobile App Native iOS and Android mobile application providing members access to all partner discounts, the digital membership card, games, competitions, and personalized notifications in one place.
• Seniordays Game (Seniorspelet) In-app gaming feature powered by Flarie where members accumulate points, compete against other members, and win monthly prizes such as grocery coupons and movie tickets.
• Digital Membership Card (Mecenatkortet) Digital membership card stored within the Seniordays mobile app that members present at partner brands to verify their eligibility for senior discounts and offers.

Quantifiable outcome

• Free membership with no cost to users

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• SamsungcoreGTM or Marketing PartnerSamsung partners with Seniordays to offer exclusive senior discounts on electronics products including Galaxy smartphones, TVs, tablets, and laptops. Members receive percentage-based discounts and special promotional offers.
• ApollocoreGTM or Marketing PartnerApollo provides travel discounts to Seniordays members including reduced rates on charter vacations and package holidays. Part of the travel-focused member benefits.
• Hotels.comminorGTM or Marketing PartnerHotels.com offers accommodation discounts to Seniordays members including percentage-based discounts on hotel bookings.
• ApoteketcoreGTM or Marketing PartnerApoteket provides pharmacy and health product discounts to senior members, supporting the health and wellness category of offerings.
• RoyalDesignminorGTM or Marketing PartnerRoyalDesign offers home goods and design product discounts to Seniordays members including percentage-based discounts and special promotions.
• ASUSminorGTM or Marketing PartnerASUS provides tech discounts including up to 30% plus 5% extra senior discount during sales events on laptops and computers.
• SunwebminorGTM or Marketing PartnerSunweb offers 500 kr extra senior discount per person on last-minute trips to Greece and Turkey, plus discounts on all travel packages.
• TUIminorGTM or Marketing PartnerTUI provides travel discounts including 500 kr senior discount on city trips and package holidays, also applicable to already discounted travel.
• Elite Hotels of SwedenminorGTM or Marketing PartnerElite Hotels offers up to 35% senior discount on hotel stays, part of the accommodation category partnerships.
• InsightOne Nordic ABcoreTechnology or IntegrationInsightOne Nordic AB acts as a data processor helping Mecenat/Seniordays enrich member profiles with additional personal data to provide better-targeted offers and personalized marketing.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• AARP: The dominant US-based membership organization for the 50+ cohort, providing discount programs across travel, retail, insurance, and healthcare. Operates at significantly larger scale but is the most relevant global analog for a senior-centric discount club.
• AAA (American Automobile Association): Paid-membership club offering member benefits including travel, insurance, and retail discounts to a broad US audience with skew toward older consumers. Comparable structure as a membership-funded lifestyle and savings club.
• Groupon: Global deals and discounts marketplace monetizing via affiliate-like referral economics to local and online merchants. Compares on revenue model and partner-driven offer mechanics, differing in customer segment (mass-market vs. 55+).
• RetailMeNot: Large-scale coupon and cashback aggregator with affiliate/partner revenue model. Directly comparable platform economics, though broad-based rather than senior-targeted.

Direct peers

• Mecenat Student: Operated by the same parent company (Mecenat AB) with a virtually identical business model — affiliate-funded discounts and benefits for a defined demographic (students). Functions as the closest internal comparison for unit economics, partner stack, and GTM mechanics.
• Mecenat Alumni: Sibling brand under Mecenat AB targeting post-student alumni; same free-membership-plus-affiliate model and shared back office. Closest analog on demographics maturing into the 55+ segment.

Others

• Awin: Global affiliate network that powers much of the affiliate infrastructure underpinning platforms like Seniordays. Relevant as underlying infrastructure/enabler for the company's commission-based revenue model.

Regional players

• Pensionärernas Riksorganisation (PRO): Swedish national pensioner organization offering member benefits and discounts to retirees across Sweden. Most direct domestic organizational analog targeting the 55+ Swedish demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Seniordays