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The over-50 demographic is one of the fastest-growing and most engaged audiences in digital health, yet it remains widely misunderstood. 

This group brings unique needs, motivations, and digital behaviours that challenge traditional marketing and product design assumptions.

For health tech brands, the stakes are even higher. You’re not just selling a lifestyle app; you’re potentially reshaping someone’s future health journey. That’s where Five Lives comes in — a health tech startup on a mission to reduce dementia risk and support cognitive health through a blend of behavioural science, gamification, and medical-grade data.

Why Simplicity Wins with Older Users

Five Lives’ Head of Product, Lindsey Depledge, knows the 50+ market well. And from UX decisions to compliance, she’s learned one core truth: simplicity is everything. 

“Many in this demographic aren’t digital natives,” Lindsey explains. “You’ve got tech-savvy users and those who are easily frustrated. The goal is to deliver value immediately — without the fluff.”

That focus on ease and immediacy is embedded in the app’s design. Five Lives offers users a ‘to-do list’ style experience with brain training games, lifestyle guidance, and a scientifically validated dementia risk assessment. 

For some, it’s the fun of the brain games that draws them in. For others, it’s the fear of a family history of dementia, and the desire to take control.

Gamification with Purpose

A key strength of Five Lives is how it uses gamification not just for engagement, but as a gateway to habit formation. The games aren’t just fun, but they’re structured to encourage return visits and deeper interaction with the educational and lifestyle content. 

“We don’t just want users to play a game and leave. We want them to understand that brain health is holistic: diet, exercise, sleep, mood, and social connection all play a part.”—Lindsey Depledge

This strategy also supports long-term behaviour change, which is a crucial goal when your mission is to reduce the risk of cognitive decline. The app’s multi-domain approach draws from scientific research, including the well-known FINGER study, which highlights how lifestyle changes can help prevent dementia.

Designing Under Regulation

Behind the scenes, things get even more complex. With parts of the app classified as medical devices, product updates go through rigorous regulatory pathways. That means balancing innovation with meticulous documentation and compliance. 

“You can’t just push an update,” Lindsey explains. “Every change has to be verified and validated. It forces you to slow down and get things right.”

Despite the red tape, the payoff is powerful: high retention, strong user trust, and the potential to make a lasting impact on public health.

Want to learn more?

Watch or listen to our full interview with Lindsey Depledge.