SeniorLab

What SeniorLab does

SeniorLab is a privately held Brazilian consulting and advisory firm, founded in 2013 by Martin Henkel, that operates exclusively in the 60+ consumer segment. The company's central offering is its proprietary "Aging in Market" methodology, which applies medical and physiological knowledge of aging to brand strategy, customer experience, product design, and marketing communications. Its service portfolio spans consultancy modules (60+ Retail Diagnosis, Customer Experience Mapping, Market Mapping, Research Mentoring, Team Training, Speaking Engagements), the Functional Certification (Selo Funcional) program co-developed with IBTeC, Instituto Moriguchi, and Clínica Dr João Senger, the monthly TOP15 60+ SeniorLab by Deezer research product, the BÚSSOLA 60+ national research initiative, and a freely available population counter API built on IBGE projections through 2070.

SeniorLab reaches clients primarily through direct B2B engagement supported by a sustained thought leadership engine — Martin Henkel writes recurring columns for Mobile Time and VIVA.com.br, publishes on LinkedIn, speaks at events including Hack Town, Longevidade Expo, and FBV, and is covered by major Brazilian media outlets. The firm is bootstrapped, headquartered in Brazil, with a secondary footprint in Portugal via the Deezer partnership. Its enterprise client base spans insurance, financial services, healthcare, retail, government, and trade associations, including Mapfre, Agibank, Unimed, Panvel, BrasilPrev, KPMG, and SEBRAE.

The underlying technology stack is light: the core IP is the Aging in Market framework and the population growth algorithm, augmented by a single experimental AI behavioral simulation. Revenue derives from professional services (consulting, training, speaking), data monetization (TOP15 rankings), and licensing (Functional Certification). Pricing is quote-based and not publicly disclosed, reflecting a bespoke, founder-led engagement model with limited productization beyond the certification program and counter API.

Name

SeniorLab

Legal name

SeniorLab

Website

https://seniorlab.com.br

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

SeniorLab is a Brazilian consulting firm founded in 2013 that helps brands, retailers, healthcare providers, and financial institutions understand and serve the 60+ consumer segment through its proprietary Aging in Market methodology, certification programs, and data research products.

Ownership category

akta.pro rank

Product category

Senior Consumer Market Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Senior market consulting
• Silver economy advisory
• 60+ consumer research
• Functional product certification
• Aging consumer strategy

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: SeniorLab provides consulting services including 60+ Retail and Services Diagnosis, Customer Experience Mapping, Market Research Mentoring, and Market Analysis for brands seeking to serve the 60+ consumer segment.
2. Training and Speaking: The company generates revenue through training sessions for teams and speaking engagements at conferences and corporate events about Marketing 60+, UX60+, and the Aging in Market approach.
3. TOP15 60+ SeniorLab by Deezer: A research partnership with Deezer that monitors and publishes monthly rankings of the most listened artists by 60+ subscribers, used as a reference by major media outlets and agencies.
4. Functional Certification (Selo Funcional): A certification service for products evaluated for senior-friendly functionality, developed in partnership with IBTeC, Instituto Moriguchi, and Clínica João Senger.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

SeniorLab is a Brazilian advisory firm that helps brands, retailers, healthcare providers, and financial institutions understand, design for, and sell to the 60+ consumer segment. Its core offering is the proprietary "Aging in Market" methodology, delivered through consulting projects (60+ Retail and Services Diagnosis, Customer Experience Mapping, Market Research Mentoring, Market Analysis), team training, speaking engagements, a Functional Certification program for senior-friendly products developed with IBTeC and medical partners, and recurring research products such as the TOP15 60+ SeniorLab by Deezer rankings.

Product overview

SeniorLab offers a suite of services centered on the 'Aging in Market' concept and methodology, focusing on understanding, serving, winning, and selling to the 60+ consumer with the best customer experience. The portfolio includes consulting services (Speeches, Research Mentoring, 60+ Retail and Services Diagnosis, 60+ Customer Experience, Market Mapping and Analysis, Team Training), a Functional Certification program for products, the TOP15 60+ by Deezer research product for music streaming preferences, and a population counter API. The core offering is the Aging in Market framework that brings the 60+ perspective into brand decision-making, marketing, and product development.

Differentiator

Problem solved

Functional benefit

Brands

• Certificação Funcional / Selo Funcional: A functional certification initiative for products designed to be more suitable for senior consumers, developed in partnership with IBTeC, Instituto Moriguchi, and Clínica João Senger.
• Aging in Market
• TOP15 60+ SeniorLab by Deezer
• Bússola 60+

Products and services

• Aging in Market (Methodology) Proprietary methodology that proposes approaches and actions to bring brands, products, and services closer to the reality, needs, and desires of 60+ consumers, applied across consulting, training, certification, and research engagements for enterprise clients.
• Diagnóstico 60+ Varejo e Serviços (60+ Retail and Services Diagnosis) Diagnostic consulting service that evaluates and recommends improvements in how stores and service environments receive 60+ customers across layout, accessibility, product display, communication, and service.
• Experiência do Cliente 60+ (60+ Customer Experience Mapping) Service that evaluates and guides the full customer journey to ensure a complete 60+ customer experience, adjusting in-person, communication, and electronic interactions with senior consumers.
• Mapeamento e Análise de Mercado 60+ (Market Mapping and Analysis) Market mapping and analysis service that evaluates market potential and positioning of new or existing products in the 60+ segment.
• Mentoria de Pesquisas 60+ (Research Mentoring) Consulting service that helps clients frame the right research questions to uncover what 60+ consumers really think, desire, and often do not consciously realize.
• Treinamento de Equipes 60+ (Team Training) Training service for client teams focused on proper relationship approaches with 60+ customers, where small details determine sale outcomes.
• Palestras 60+ (Keynotes and Speaking) Educational speaking engagements that teach how to relate to, win over, and sell to the 60+ demographic, applying Aging in Market principles in practice at corporate events and conferences.
• Certificação Funcional / Selo Funcional (Functional Certification) Multidisciplinary certification program developed with IBTeC, Instituto Moriguchi, and Clínica Dr. João Senger that quantifies and certifies the functional adequacy of products for senior consumers, testing biomechanics, usability, and ergonomics; products that meet the threshold receive the Functional Seal.
• TOP15 60+ SeniorLab by Deezer Monthly research ranking that consolidates the most listened artists by the 60+ demographic on Deezer in Brazil, Portugal, and worldwide, providing unique insights into senior music consumption across 180 countries.
• Bússola 60+ National research initiative conducted with Segmento Pesquisas that guides brands for longevity, covering housing, pets, finances, income, work, banking, technology, social networks, apps, e-commerce, media, food, care, hygiene, and top-of-mind brands among the 60+ population.
• API do Contador 50+ (Population Counter API) Free population counter API that calculates how often a new 50+ person is added to Brazil's population (currently every 20.2 seconds), based on IBGE data and projections through 2070; available for embedding on external websites upon request.

Quantifiable outcome

• 60+ segment represents 23% of family consumption and R$ 1.06 trillion in total income (2023)
• +2 more outcomes

Named customers27 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• SEBRAEcoreStrategic or Co-development Partner · 1 January 2024SeniorLab collaborated with SEBRAE on multiple content initiatives including Sebrae's Play video series, Podcast about the 60+ client market, and e-book publications on marketing to senior consumers. These materials are used as training and educational resources for small and medium businesses.
• DeezerflagshipStrategic or Co-development PartnerSeniorLab partnered with Deezer to create the TOP15 60+ SeniorLab by Deezer - a monthly ranking of the most listened artists by 60+ subscribers in Brazil and worldwide. This research partnership generates unique insights about the 60+ demographic's music preferences across 180 countries.
• IBTeC (Instituto Brasileiro de Tecnologia do Couro, Calçado e Artefatos)coreStrategic or Co-development PartnerIBTeC, with 47 years of experience in laboratory testing and biomechanics, partnered with SeniorLab to develop the Functional Certification (Selo Funcional) program. IBTeC provides the laboratory infrastructure for testing product usability and biomechanical adequacy for senior consumers.
• Instituto MoriguchicoreStrategic or Co-development PartnerInstituto Moriguchi partnered with SeniorLab for the Functional Certification program and coordinates the 'Segredos para Envelhecer Muito Bem' (Secrets for Aging Very Well) project. Also a collaborator in gerontology research.
• Clínica Dr João SengercoreStrategic or Co-development PartnerClínica Dr João Senger participates in the Functional Certification program committee, providing medical expertise on aging and senior healthcare needs for product evaluation criteria.
• Fundação Getúlio Vargas (FGV)minorOthersMartin Henkel serves as an invited professor in the Executive Formation course on Longevity Market, teaching Marketing 60+ and Innovation 60+ at FGV.
• Segmento PesquisasminorStrategic or Co-development PartnerPartnership with Segmento Pesquisas to conduct the first national research on 60+ behavior on the Internet in Brazil.
• Gaita Seleção Terra da LongevidademinorStrategic or Co-development PartnerSeniorLab co-developed the Extra Virgin Olive Oil 'Gaita Seleção Terra da Longevidade' from business plan through product design, applying Aging in Market methodology for senior-friendly packaging and positioning.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Multinational research firm covering consumer demographics including seniors. Overlaps with SeniorLab's market research and consumer insight work but is not specialized in the 60+ segment.
• Euromonitor International: Global market research provider with consumer lifestyle and aging population datasets. Adjacent to SeniorLab's data-driven 60+ consumer intelligence products and competes for the same enterprise budgets.
• NielsenIQ: Global consumer measurement company with extensive demographic and household consumption analytics. Competes with SeniorLab's market sizing and consumer behavior analysis but at vastly greater scale.
• Kantar: Global market research and consulting giant with established practices tracking aging consumer behavior. Competes indirectly with SeniorLab's Bússola 60+ and market analysis offerings but as part of a much broader portfolio.

Others

• Fundação Dom Cabral: Leading Brazilian executive education and research institution with programs and studies touching the longevity economy. Adjacent through FGV/FDC's academic role in shaping senior-market executive thinking in Brazil.
• International Longevity Centre: UK-based think tank producing policy and research on aging populations. Thematically aligned with SeniorLab's market intelligence work, though operating in the policy/research domain rather than commercial consulting.

Regional players

• Instituto Locomotiva: Brazilian social and consumer research institute producing studies on demographic and consumption trends. Comparable regional market-research function to SeniorLab's Bússola 60+ work, with broader topic coverage.

Direct peers

• Mature Marketing & Communications: US-based marketing communications agency that has specialized in the 50+ consumer market for decades. Closest functional analogue to SeniorLab's Aging in Market consulting proposition in a different geography.

Emerging players

• The Longevity Group: Boutique advisory firm focused on the longevity economy and senior consumer strategy. Comparable in scale and consultative positioning to SeniorLab, with US/global orientation.
• Generator Ventures (formerly Aging2.0): US venture firm and advisory platform focused on the longevity economy and aging-focused innovation. Comparable thought-leadership and ecosystem-building posture, though oriented to investment rather than pure consulting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/seniorlab-60
• Facebookfacebook.com/SeniorLabBrasil

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SeniorLab