About Roy Koren
Thought leader, speaker and strategist in aging, longevity and AgeTech
Co-founder, SeniorMarket Israel.
How it started
In 2013, I turned forty and celebrated the way I like to mark things: with a surfing trip to the Maldives. Among a large, noisy, wonderfully energetic group of Australian surfers, I noticed two older adults who stood out. Not because they were struggling. Because they were keeping up with everyone else. Better than keeping up, actually.
It took a few conversations before I found out their ages. One was 67. The other was 68. Their physical condition, their confidence in the water, their sheer enjoyment of the whole thing none of it matched what I thought I knew about people that age.
I surfed with them for several days and came back to Israel with something I had not expected from a holiday:
a question I could not stop thinking about.
What I saw in the Maldives was not two exceptional people. It was the beginning of a new chapter of life that most of the world had not yet noticed.
When I returned, I started researching. The statistics on global aging were extraordinary, and largely invisible to the business world around me. In 2014, I founded my first company, a marketing agency focused on older adult audiences. A few years later, in 2017, I co-founded SeniorMarket Israel as a consultancy dedicated to aging, longevity and AgeTech. That work is still what gets me up in the morning.
What I believe
Older adults are not a problem to solve
They are a market to understand, a community to serve, and, if you do it right, the most loyal customers or citizens any organization can have.
Trust is the only currency that matters
You can reach an older adult with a campaign. You earn their loyalty by building an offer, a service and a relationship that genuinely deserves it.
The numbers are not the insight
The aging market forecasts are real and important. But understanding what they mean for your specific organization requires something no statistic can provide: field experience.
Longevity is not a trend
It is a permanent shift in how human life is structured. The organizations that recognize this now and build for it seriously will have an advantage that compounds over decades.
What I have built
2014
Founded Israel's first marketing agency focused exclusively on older adult audiences, before the sector had a recognized name or a critical mass of practitioners.
2017
Co-founded SeniorMarket Israel as a dedicated consultancy for aging, longevity and AgeTech. Serving private organizations, public sector institutions, entrepreneurs and investors across Israel and internationally.
Ongoing
Founded and manages Aging Tech Israel, a professional community connecting AgeTech entrepreneurs, investors, researchers and practitioners across Israel and globally. linkedin
2025
Delivered Rehovot's first Roadmap for Older Adults, a comprehensive six-month municipal strategy project involving 30+ stakeholder interviews, a 1,500-participant survey, three community forums and a cross-departmental aging framework delivered to the Mayor.
2025
Advisory board member, Aging and Longevity 2025 Conference, Tokyo, contributing strategic direction to one of the leading global forums on aging and longevity.
2026
Keynote speaker, 5th European Congress of Neurology and Neuropsychiatry, Paris, on the AgeTech revolution and the future of brain aging technologies.
2025
Developed and leads a Master's-level course at Bar-Ilan University, 'Business and Practical Perspectives in the Field of Aging,' bridging gerontological research and real-world business application.
Ongoing
Author of the TAKE5 blog, sharing market insights, analysis and perspectives on aging, longevity and AgeTech for Israeli and international audiences.
What Drives This Work
I did not enter this field because of a market report. I entered it because two surfers in the Maldives showed me something I had not seen before: that the dominant story the world tells about getting older is wrong, and that closing the gap between that story and reality is work worth doing.
Every project I take on, every stage I speak from, connects back to that original question: what does it actually mean to age well, and what does it take for the organizations around us to help make that possible? Twelve years in, I still find it as interesting as I did on the way home from the Maldives.