The growing 50+ market, driven by the demand and spending power of the baby boomer generations, is changing the global economy and also offers big opportunities for Finnish companies.

1. Business Opportunity – 50+ Market
Val Kratzman
Revised December 2016

2. Market Demand
• Market and Sector: US Healthcare and Lifestyle
• Travel, construction, cities, healthcare, wellness, design, consumer goods, cars, pets
• Market Demand: USD 15 trillion global market, USD 3 trillion in the US alone
• 50+ population want products and lifestyle choice based on their needs not on someone
else’s perceptions. This market wants to be recognized and not ignored for the 20+ market
• Consumers have money to spend on things that they want not just need. Products and
services in this area are being missed as few products delivering the wanted benefits exist.
• The market covers a vast range of market sectors: construction, consumer good,
travel/tourism, medical/healthcare, transportation/cars, services, all aspects of life.
Healthcare may be receiving the most coverage.
• At the end of 2012, the 50+ population in the US reached 101 million And is expected to hit 113
million by 2018
• Five main categories of opportunity exists: Live Safely & Independently; Aging with Vitality;
Maintain a Healthy Lifestyle; Manage Health Risks & Conditions; Improve Quality of Life.
1/20/2016 © Finpro2

3. 50+ Healthcare
• Nine specific sub-categories exist within healthcare that clearly highlight and segment
opportunities that Finnish companies can target:
(category, VC investment, number of deals, most noticeable deal – 2014)
1. Care Navigation $960M 75 Essence Healthcare
2. Vital Sign Monitoring $781M 62 Proteus Digital Health
3. Aging With Vitality $735M 41 Soundhawk
4. Physical Fitness $222M 25 Noom
5. Social Engagement $211M 29 MyHealthTeams
6. Behavioral & Emotional Health $168M 22 AbilTo
7. Diet & Nutrition $162M 21 Rise
8. Medication Management $114M 17 Mango Health
9. Emergency Detection & Response $38M 08 Healthsense
• Meet the new target markets that must communicate and connect with each other for the
patient, care givers, and care team. As medicine is practiced differently by societies and cultures,
these needs must be met locally, in partnerships, and with a new critical mass. VCs are investing.
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4. Opportunity Identification -
Finnish Offering
• Opportunity
– A multiple range of Finnish industries can be engaged by this market. Design to construction
to travel to healthcare to apparel to transportation. The new Live Well Collaborate created by
Proctor & Gamble needs a European center of excellence and expertise. They have already set
up one living lab in Singapore.
– The involvement in this industry will open new and numerous relationships with “uncommon
connections” that will allow Finnish companies access never before available, as well as access
to an entirely new focus for venture funding, private and corporate alike.
– If we only focus on healthcare, 85% of the Health 2.0 companies could participate in this
opportunity.
• Finnish Companies
– Not all companies and institutions have been contacted, but the following can participate
and/or have expressed interest: Health 2.0 attendees, MEK, VTT, Blueprint Genetics, Movet,
MyDogDNA, First Beat, Aino Active, Mega Electro, Mendor, RecoApp, Traxmeet, Bone Index
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5. Summary
• Key talking Points
– 50+ is global opportunity and growth market. Learn from the US, test in the US, modify and
adapt based on US input, partner in the US, and take US knowledge to other markets
– The corporate investment in this space is opening new routes to market and there is an unmet
need by companies seeking development partners and consumers seeking solutions. There
are multiple ways to enter and succeed.
– Venture funding will hit close to USD 3 billion in 2014 and the market is expected to grow
double digits for the next 5+ years
– The vastness of the market means more opportunity to define your success versus being
pushed back by competitors
– Cross industry pollination and market need further increases the chances for success, new
ideas, and new ventures.
– Finland’s healthcare system and companies building their technologies on the Finnish system
could be an advantage as the US reacts to Obama Care
– Do not focus on Health 2.0, it is not the driver.
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6. Summary Continued
• Rarely has such an untapped opportunity existed to generate revenues for entrepreneurs,
investors and others in the private sector to generate revenues while meeting the greatest
wants and needs of a substantial, influential and important population. Favorable
demographics, maturing technologies, the consumerization of health care and increasing
certainty surrounding the Affordable Care Act are among factors that have converged to make the
health market for consumers 50 and older extremely attractive. This research finds that it is an
opportunity that could within five years generate $20 billion in additional revenues for
entrepreneurs and investors while having a significant impact on the lives of 100 million people.
• High‐impact investing that yields individual and social benefits as well as a financial return –
current market solutions are not meeting many of the needs and desires of this key consumer
demographic, which includes many people who yearn for healthier, higher‐quality lives in which
they can feel as empowered and independent as possible. Thus large opportunities exist for new
investment, development and deployment. Investors, entrepreneurs and other players in the
private sector who heed the knowledge and forecasts provided in this report will find themselves
in a unique position to innovate and adapt technologies and business models that can enable
them to reap substantial rewards while having a meaningful impact in the lives of people age 50
and older.
1/20/2016 © Finpro6

7. The Market
• Global aging populations are transforming services, lifestyles, habits, and especially health,
healthcare, and healthcare practices including delivery and location of care. Knowledgeable,
aware, and financially secure boomers and beyond, as well as communities that serve both the
privileged and underprivileged need to address the new pressures being placed upon them by
legislation and demographics alike. The move to ACOs, answering ACA, and the move for people
to take care of themselves (self-accountable care) are creating new opportunities and tolerances
to try new things. The quest to truly proactive preventive medicine and wellness and transition
this to personalized medicine is real and being heavily invested in. What was once called Total
Health, is the new future standard. Hospital at home, the medically centered home, the patient
centered home, health anywhere means that as the quest for longevity becomes paramount,
hospitals, homes, hotels, cars, foods, medical devices, electronics, etc. will all connect and serve
this new need. This is the new 50+ market, which will make demands for need fulfillment that
have yet to be defined. The lines are blurred: noninvasive bioinformatics, digestible monitors, big
data, next generation mobility signal monitors, robotics, instant diagnostics anywhere, predictive
modeling, doctors office visits, local pharmacies.
1/20/2016 © Finpro7