MFA Longevity Market Report
News and insights from thought leaders in the longevity economy
April 2023
Dear friends and colleagues,

We're excited to be hosting the 20th Annual What’s Next Longevity Venture Summit, June 13-15 at the Claremont Hotel in Berkeley, California. All eyes are on the two $10,000 prizes – one for the Social Connection Pitch sponsored by the AgeTech Collaborative from AARP and the other for the $10K Business Plan Competition.

This conference will bring healthcare, home care, technology, entrepreneurs, and investors to the table to share a carefully stitched compendium of the latest research, investor theses, entrepreneur success stories, and policy developments. Investors at all levels – angel, seed, corporate, venture, and family office – will be attending the event. And we can’t wait to hear featured speakers, such as legendary investment analyst and author Mark Mahaney and successful author and entrepreneur, Safwan Shah.
Register today! We hope to see you soon!
Table of Contents:
  • MFA Events
  • MFA Podcasts
  • Funding News
  • Corporate Updates
  • Books, News, and Reports
MFA Events
We are pleased to announce our lineup of keynote speakers for the What's Next Longevity Venture Summit, including Mark Mahaney, leading investment analyst and author; Safwan Shah, author and founder/CEO of PayActiv; and Ken Dychtwald, author and CEO of Age Wave. The summit will bring together key investors, entrepreneurs, providers and payers, senior living and home care providers, government agencies and nonprofits to learn about trends, funding sources and public + private partnerships in the $8.3 trillion longevity market. Register by 5/15 for an early bird discount!
And don't forget to submit applications for the two competitions – the Social Connection Pitch sponsored by the AgeTech Collaborative from AARP (deadline to apply is April 28) and the Business Plan Competition (deadline to apply is May 5).
MFA Podcasts
What's Next Longevity Deal Talk
Episode 18 – AgeTech Collaborative joins us with details on the Social Connect Pitch Competition taking place on June 14 at the What’s Next Longevity Venture Summit. And AgeTech Collaborative graduate Candoo Tech fills us in on the final rule for Medicare Advantage plans from Centers for Medicare and Medicaid Services. And finally, Can Go shares how their company made a deal with Best Buy.

Check out the full list of What's Next Longevity Deal Talk episodes.
What's Next Living Longer Better Smarter
Episode 48: Dementia Prevention: Using Your Head to Save Your Brain – In this episode, Drs. Mitchell and Emily Clionsky join Mary and Fred for a lively discussion of their new book, Dementia Prevention: Using Your Head to Save Your Brain. Plus, Good Trust joins and outlines the company’s latest comprehensive estate planning tools.

Funding News
  • Longevity Venture Partners closed its $30 million fund focused on investing in early stage companies advancing the field of longevity. 
  • Atrium Health and Best Buy Health are partnering to offer hospital-at-home products. 
  • Neurotech company Cognito Therapeutics raised $73 million in Series B funding led by FoundersX Ventures to further its Alzheimer’s Disease treatment research. 
  • Assured Allies, which provides evidence-based products that help healthy aging, raised $42.5 million in Series B funding led by FinTLV Ventures and Harel Insurance. 
  • Australian Mindset Health, which uses its hypnotherapy app to manage chronic conditions, raised $12 million in Series A funding led by King River Capital. 
  • Giving Home Health Care, a home care provider, raised $300 million led by Brightwood Capital Advisors. 
  • UK-based Eventum Orthopaedics, raised £2.5 million in Series A funding led by NPIF – Mercia Equity Finance for its knee replacement device.
  • Older adult primary care providers Gather Health raised $15 million in Series A funding led by Khosla Ventures, Maverick Ventures, and Commonwealth Care Alliance.
Corporate Updates
Create a Caregiving Plan

Caregiving for a loved one can be a deep and meaningful experience, but it also can cause stress and requires a great amount of time and energy. That’s why it’s important to establish a caregiving plan to make your journey a little easier. AARP Chief Advocacy & Engagement Officer Nancy LeaMond’s latest blog provides helpful tips to get your caregiving plan started.
GetSetUp Spreads Message Across U.S.

This month, GetSetUp, a leading global learning and discovery platform for older adults, is sharing how technology enhances the aging experience throughout the US. President and Co-founder Lawrence Kosick shared his insights in Forbes and participated in a panel discussion at the American Society on Aging Conference. CEO and Co-founder Neil Dsouza spoke at the Founders Summit by AgeTech Collaborative™ on April 20th and Chief Strategy and Operations Officer Maria Thomas joined an MA Member Engagement Panel on April 25th at Medicarians.
Discover Live Participates in BRIDGE Conference

Discover Live is a pioneer and leader in making world travel experiences accessible to older adults and are recognized as experts in using experiences from around the world to support DEI awareness, appreciation, and workplace inclusion with clients including Apple, GEICO, and GE. They recently attended the invitation-only, BRIDGE conference, formed as an exclusive community of Fortune 500 DEI executives to shape the future of DEI in the workplace. Discover Live will bring their corporate best practices in DEI to the senior communities they serve.
TCARE Brings on VP of Marketing

TCARE brings on a VP of Marketing, Julia Pitlyk, to lead the company’s B2B and B2B2C strategic initiatives. Julia brings over 8 years of marketing experience at Nestle, and most recently was the Sr Director of Marketing at Myriad Genetics. TCARE is also bringing on several Senior Software Engineers to maintain their current pole position in the growing caregiver support ecosystem.
Veteran Brookdale Senior Living Executive Joins Joins TapRoot

TapRoot is excited to announce that Juliet Holt Klinger is joining as its EVP of Strategy and Growth. She brings over 35 years of experience and was previously an executive at Brookdale Senior Living. Specializing in developing and directing teams to execute quality person-centered care and programming, Ms. Holt Klinger will have oversight of growth, marketing and customer engagement as TapRoot builds its customer success program.
Artifcts to Participate in Healthy Aging Sandbox

Mass Digital Health (aka MeHI) selected Artifcts to participate in its Healthy Aging Sandbox. Artifcts is one of eight companies that will work with researchers, other digital health innovators, and VCs to scope their research plan over the next two months for the opportunity to win a $50,000 research grant. Be sure to follow Artifcts on LinkedIn for updates as the company rolls out new partnerships in the US and Europe.
ONSCREEN Launches Moment

ONSCREEN has launched Moment, a TV-based, all-in-one, senior video-calling solution designed to make it easier for older adults to stay connected with their families and caregivers. Moment automates every aspect of a video call for the older adult, including a one-button-push new call feature, making it easy to use with a simple installation process. 
Ziegler Finds Record Monthly Fee Increases for Independent Living Residents
A recent Ziegler poll of independent living CEOs found a record 6% increase in monthly fees charged to residents – a trend that held true across regions and contract types. Read the full report. Survey: Generative AI in Marketing Boosts ROI

A recent survey found that 73% of marketers say that their company makes use of generative AI tools to help create text, images, videos, or other content. The survey further showed that of the companies that use genAI, 66% have received a positive ROI, with 43% saying they experienced at least a 2X ROI and 22% saying they’ve received a 3X ROI.
Books, News, and Reports

  • CMS will raise rates to Medicare Advantage plans by 3.3% in 2024 and finalized new rules that will require Medicare Advantage plans to offer digital literacy education (among other changes).
  • President Biden announced a set of 50 executive actions focused on care, including long-term care.
  • Medical inflation has been far below inflation in the broader economy.
  • Long-term care is increasingly unaffordable.
  • Sherri Snelling, a corporate gerontologist, MFA associate and author of the upcoming book Me Time Monday - The Weekly Self-Care Plan to Balance Body, Brain and a Busy Life, writes in MarketWatch about how music and sounds can change our tastebuds for more nutritional eating.
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