PROBLEM

Europe’s population is aging, with the median age in EU-27 increasing to 48 years by 2050. But despite growing private expenditures on goods and services, the pensioners are underlooked by the market and often experience isolating and lonely retirement, often leading to deterioration in their mental and physical health.

SOLUTION‍

The Joy Club is a community for retired and semi-retired people who can explore and participate in daily online activities such as talks, events, virtual tours as well as yoga, cooking, art classes and more. Members also get invited to offline trips in the UK and abroad and are offered discounts for products and activities including clothes, museum tickets, dog supplies, sports and more.