Rebecca Wilson, Starts at 60


Rebecca Wilson is the founder and CEO of Starts at 60, an online community for seniors offering news, inspiration, real-life stories, events and special product offers.

“Providing Baby Boomers with interesting digital content every day is what we do,” Rebecca says. “We also coordinate in-person meet-up groups for our readers around Australia to add that extra level of connection, which has been received really well.”

Since the company’s humble beginnings at Rebecca’s home office in 2013, Starts at 60 has grown to be the largest media brand for Baby Boomers in Australia, with more than 1.4 million users per month, and a team of 25 journalists, developers and operations experts based at the company’s head office in West End.

In 2018 the company launched an online/offline travel agency, Travel at 60, and last year it won the Australian finals of the Startup World Cup.

How did you get the idea to start your business?

My inspiration was my parents. Baby Boomers needed an online space where they could see other people their age and connect with the community.

What’s your professional background?

I studied politics at university, then branched out to finance after my studies. I had a corporate career as a marketing manager before running my own consultancy, providing growth and marketing advice to small businesses for 10 years.

How did you raise the capital to start your venture?

For the first two years I used a lot of my own money, then the start-up network provided me valuable introductions to key investors. Our first investor was Seven West Media and other investors now include QUT Bluebox and the Queensland Government’s Advance Queensland program.

What’s been the best financial investment you’ve made in your business?

Talented and experienced people. We have an amazing team with great experience, which makes all the difference.

How do you market your business?

We have a B2B strategy where we market to 10 different target markets. As we are essentially driving a media platform, content marketing is key to everything we do. We engage people with our media by using clever data systems to ensure content is as personalised as possible.

What are some unexpected benefits of owning a small business?

The opportunity to meet amazing people.

What’s the biggest challenge in running this type of business?

The biggest challenge and opportunity is people. You can grow very fast, but it is important to have processes in place to support your people. When you chase growth, you can get lost along the way. You can have amazing people that are not heading in the same direction. Having your people on the same page with a well-managed team is the constant responsibility of a CEO.

What’s the greatest lesson you have learned in business?

The connection between people and profit is really key. It is important to find a way to break even, and ensure your people understand this. You should also always be aware of your financial position.

Where do you see your business in a year or five years’ time?

In one year, we will be expanding our home base in Australia. In five years, we will be broadening to travel, money and health in an international market.

Is there anything you would have done differently?

Looking back now, I would have gone faster!


Starts at 60, at a glance:


Media and travel


West End

Years of operation


No. of employees (Brisbane)


Monthly users

1.4 million

Date posted:
Last updated: 18 February 2020