Rewriting the rules of the trillion dollar longevity economy

A clear vision for adults over 50

When Andrew Bowins created RestlessUrban in early 2024, he wasn’t just starting a company. He was responding to a cultural blind spot. After decades in corporate communications helping global brands navigate disruption, Bowins saw a powerful demographic being overlooked: adults over 50.

Then in May 2025, everything became personal. During a routine checkup, doctors discovered a 99% heart blockage. In his doctor’s words, he was “two platelets from coming in sideways from the big one.”

“It wasn’t just a health scare,” Bowins reflects. “It was confirmation. Life is not something to put off. It’s something to live, now.”

Bowins had already begun building RestlessUrban as a lifestyle platform for adults 50+. The mission was clear: celebrate curiosity, wellness, health, and reinvention and all without the stereotypes. Today, it’s a fast-growing community featuring a slate of new media offerings and a soon-to-launch marketplace poised to anchor a trillion dollar longevity economy.

The market everyone missed

Adults 50+ control 70% of U.S. disposable income, according to Oxford Economics. Yet they appear in just 15% of marketing imagery, AARP reports. Recent studies show their economic impact is in the trillions of dollars, according to the Brookings Institution study on the Longevity Economy.

“They’re not winding down,” Bowins says. “They’re waking up. They want real stories, real connection, and brands that get who they are today.”

RestlessUrban offers that through four key pillars: publishing, production, partnerships, and soon, a curated marketplace. The content spans wellness, health, relationships, finance, creativity, and reinvention—topics that matter deeply at midlife and beyond.

Coming fall 2025: The marketplace and more

Launching its first collection in Fall 2025, RestlessUrban’s digital marketplace will feature curated lifestyle products, wellness essentials, travel experiences, and everyday tech designed for adults 50+. Collections are selected in collaboration with the community, expertly reviewed and showcased to support the idea that life begins at 50 and should be well lived.

“We co-create with our audience,” Bowins says. “It’s not just about selling products. It’s about amplifying what matters to this generation.”

News and conversations for adults over 50

The RestlessUrban Newsroom is the latest addition to the platform and is now live. It delivers reporting, stats, and expert-backed insights on health, wellness, money, longevity, and modern aging. A companion podcast and video series, launching later this year, will spotlight real people living full, vibrant lives beyond 50.

Real stories and community

A central feature of the platform is first-person storytelling. Members of the RestlessUrban community share reflections on everything from post-divorce dating and career pivots to late-in-life entrepreneurship, health breakthroughs, and creative rediscovery.

“This is about building community through lived experience,” Bowins says. “We want to be the place where people see themselves and feel seen.”

Why it matters

The second act economy is here. Adults over 50 represent 34% of the U.S. adult population. They’re starting businesses at higher rates than millennials. They’re driving the wellness market. They’re digitally fluent, socially engaged, and financially powerful.

Bowins believes brands that ignore this generation are missing the biggest growth story of the decade.

“This isn’t about aging gracefully,” he says. “It’s about living powerfully. We’re here to help make that happen.”