How GetSetUp Reached Millions: Insights from Lawrence Kosick | The AgeTech Podcast S4E18
Scaling your startup to millions of users is challenging in any industry, but in AgeTech – it’s even harder. The complexity skyrockets when you’re serving a diverse market and navigating the needs of multiple stakeholders.
I’ve been quietly following GetSetUp since their early days, always curious about how they managed to scale simultaneously in two vastly different markets – the U.S. and India, and becoming, to the best of my knowledge, the first AgeTech startup to do so.
In this episode of The AgeTech Podcast, I sat down with Lawrence Kosick, co-founder of GetSetUp, to unpack exactly how they did it.
If you’re building something in AgeTech, or in any niche where scaling to millions of users feels like a distant dream – this conversation is a must-listen.
Catch the full interview on YouTube, Spotify, Apple Podcasts, or read the transcript below.
Keren Etkin: Lawrence, welcome to the show.
Lawrence Kosick: Thank you so much, Keren, for having me. Pleasure to be here today.
Keren Etkin: So, why don’t we start by introducing, first of all, you and then the company, in case some people in the audience have never heard of Get Set Up before.
Lawrence Kosick: Sure. So I am one of the two co founders at Get Setup. We started the business a little over four and a half years ago, because it was, it was personal for us. I think we, we, we both had friends, family and loved ones, that were older and we were trying to be sort of tech supportive sorts. We were not very good. My father told me as much and, and we, we thought to ourselves, You know, this is the fastest growing demographic in the world. Why is there no safe, secure place online where they can learn new things, socialize and connect with others? And I thought that is a very good question. And up until that point, you know, I had been sort of on the business side of tech. And I was in my early fifties and I thought, you know, this is a great time to really think about. You know, pursuing something I’m passionate about, something that, you know, might change the world a little bit. and, and going a little bit of a different direction. So we launched get set up and, you know, it’s been four and a half years of helping older adults learn the things they need to learn to live happy, healthy, more connected lives.
Keren Etkin: And you have headquarters both in the United States and in India. How does that work? Cause not many companies try to do that.
Lawrence Kosick: So, you know, we, my co founder is Indian by birth. And so, you know, his parents. When he was trying to provide, you know help and assistance to his parents. He was spending a lot of time there and listening to sort of what they were grappling with as well. But we realized that, that, you know, the problem that we were trying to solve wasn’t uniquely American.
It’s, it’s, it’s global in nature. I mean, it takes on a slightly different sort of flavor in, in different countries. But we immediately saw early on that our traffic was was coming from all over the world. And. The way that actually happened, Keren, was, know, early on, when we started to teach, you know, older adults, we suggested, well, why don’t you invite your friends, family, loved ones, caregivers join you in some of these classes, some being sort of multi generational and what we, what we found, I don’t know why we were surprised by this, but we were. Turns out they would invite friends, family, and loved ones in different countries and from different parts of the world. And I guess, when you think about it, we’re all first, second, third generation sort of immigrants here. We all come from somewhere else. So it stands to reason, when we invite friends, family, or loved ones, they may be in other places.
Turns out, that was true. And so we saw a pretty interesting amount of of traffic coming from, you know, Canada, the UK Asia, especially India, right? It was a significant amount. And so because it was also passionate you know, for my co founder to, to, to provide services that were really relevant to his family and his culture we made it work.
And I think today. It’s a, it’s a vibrant business. It’s a slightly different platform than how we, we think about servicing our older adults here. And we can go into all of that a little bit later, but yes we, we, we do have 2 significant operations in 2 different locations.
Keren Etkin: Well, that was actually my next question. So I, I imagine you had to make not just cultural adaptations, but also platform adaptations, because from your report that you just published that we will touch upon in a few minutes. I did notice that most of your users in the United States were using laptops and desktops and maybe in India, it’s like mobile first.
Lawrence Kosick: That’s true. That’s true. And I think we came to realize that in different countries, the level of technical comfort is different. So, for example, in India older adults are very comfortable using a tool like WhatsApp. So WhatsApp is a very pervasive tool that older adults use there to communicate, share links you know, get to where they’re, they’re wanting to go, you know, online. so we realized that perhaps the problem that we were trying to address there was a little, at least the initial problem was a little different in the U. S. In the U. S. We want to get people sort of technically comfort comfortable with whatever smart device they have iphone tablet Laptop, etc So they can get comfortable get into the the zoom class and learn whatever it is They want to learn but there’s usually a technical use case for that First, not always, but mostly in India, that simply wasn’t the case.
They were very comfortable witAgeTechnology and they wanted to get into the classes because they wanted to sing and dance and do sort of fun and entertaining things. The use case being Sort of more community, more fun probably because some were a little lonely. and so the, the technology barrier initially did not really appear there like it did here.
So the starting point was different and we got to different places, but we realized that, you know, different cultures have different levels of comfort with technology. And so it means that we need to sort of adjust where we start when we’re, when we’re, when we’re teaching.
Keren Etkin: So I want to dive a little bit deeper into the digital literacy part. I know that at the beginning you launched in the middle of COVID. That was sort of the timeline. Digital literacy education.
Lawrence Kosick: yeah, just like three months before COVID, like right before. Yeah,
Keren Etkin: Yeah, so the timing was perfect for you. And also, you started providing a lot of digital literacy education early on, which to me always felt like sort of a chicken and egg thing. How do you provide digital literacy education online? So how do people even find you if they, if they lack fundamental digital skills?
Lawrence Kosick: it’s a good question, right? It’s not an easy question to answer, but we thought, it doesn’t mean we shouldn’t try, right? Because, the digital literacy piece is basically the front door. You have to help people get, get Open the front door so they can get into the community, get into the class, learn the things they want to learn.
But you’re absolutely right. they have connectivity? Do they have a device they know how to use? Are they comfortable getting into, you know an environment like Zoom? in many cases the answer was maybe yes, maybe no, but maybe with some help, right? And, and if you think about it, COVID was a bit of an interesting Almost forcing function, if you will, because, you know, suddenly, you know, we were all stuck at home and nobody more impacted perhaps than older adults. And they had to learn to use almost an access, almost every service virtually. So, so if they were used to going to the bank to do some banking, now they had to learn how to use a banking app. And if they were going to the pharmacy to pick up their medication, now they had to learn how to, you know, use apps to order medication or order food, have it delivered. Had to learn how to exercise at home, you know, cook at home do all the things they needed to do where oftentimes they would leave the house to go accomplish those things as we all, many of us do now they were at home, had to learn to do those things. And so we thought that was an incredible sort of problem and opportunity where if we could.
You know, work with government organizations and local community centers and folks to spread the word that we would help teach people to get into classes, use their devices, update their operating systems and browsers if they needed to do it before they could use zoom. Teach them, you know, once they were in a zoom class, how to use the the tools and ask questions.
And we just found that that started to really work. And it worked faster because I think covid was in fact a forcing function.
Keren Etkin: It absolutely was. And we see in 2025 from the most recent reports that older adults today are not just, they don’t just own devices, but they actually use at least their primary device on a daily basis, which I’m not sure we could have said in 2020, even though people did own devices back then. So once people get their foot in the door and they.
Ramp up their digital literacy skills and they feel confident in the digital world and within your platform. What would you say are the next things that they want you to provide for them and how do you provide that type of education? Because the, because different types of experiences or classes take different shapes or forms in the, in the online world.
Lawrence Kosick: So that’s a, that’s a really good question. And it’s a big one because initially. We, we started creating, you know, classes and programming around the things we thought they wanted and needed. Right? We took our best guess. And at the beginning of COVID, a lot of that, as you just mentioned, was, was just getting comfortable with, with tech, right?
Learning how to use your device, apps, getting into a, a Zoom class and whatnot. But people can only take so many tech classes right before they’re like, what else do you have? Right? So if you’re thinking about sort of retention and engagement, what comes next? so, you know, we finally got smart enough to start asking the users, you know, what do you want or need to learn? Well, luckily for us, older adults are not shy about sharing their opinions. We realized that we, if we asked, we could get, you know, hundreds of suggestions on a daily basis about things that they wanted and needed to learn. And what we would do is we’d sort of curate those suggestions and we’d put up class cards on the website saying, you know, this type of class will be coming soon or could be coming soon, with a little notify me button.
And we, when we started to get, you know, 50 plus people who would say, oh, that’s interesting, notify me. We use that as a proxy for interest. And so we could say, Oh, people want more health care classes or how to manage chronic illness classes or arts and crafts, or job skills. And we would then go and create those classes and find, you know, our older adult guides who were skilled at and credential that to come and produce and help us launch those classes.
And so it ended up being sort of a very much a community sourced. Approach to deciding what to offer next, but not surprising. know, when older adults wake up in the morning they care about their health, they care about their financial security. You know, there’s some very obvious things that we know that they care about, and we now have seen sort of some significant patterns around the major categories of programming that, that they want, they need, they request.
Keren Etkin: That is the, I believe, the right approach to product development in any product, but certainly in a product like yours where you already have such a large online community and that you can ask questions and get honest feedback. What were some of the surprises, some of the surprising things that you learned along the way, some of the things that were sort of counterintuitive, but the community taught you?
Lawrence Kosick: So, so, so Keren we jokingly, not jokingly like to say That we get almost everything wrong the first try, right? And so we do a lot of experimenting. We fail quickly. We realize, oh, that wasn’t quite the right approach. You know, let’s change the design. Let’s change the font. Let’s change the user interface.
You know, what, what do we need to do differently? And, and again, thankfully, you know our, our, our platform is almost a laboratory of sorts because We’re pretty good at putting out programming. We can see if it’s good. We can see if it fails. We can get customer feed or learner feedback, and then we can adjust accordingly.
And I think that’s been good for us to take that sort of learning approach because ultimately, ultimately, the learners will tell us. What they want to need, and we shouldn’t really make the assumptions that we know. So we don’t anymore. But the big surprises were you know, I think that the, the COVID times we, we realized that people would come for the learning, they’d stay for the socialization. Now, I guess when you think about it, you know, folks were stuck at home, maybe in many cases alone, as many older adults are, and we realized that there was a loneliness component that we hadn’t set out to do. Specifically, try and solve, but we saw that it was a byproduct of creating sort of interactive classes where learners could learn from other older adults just like them, but they would connect and they would become friends.
And then they would come back and take classes together. And so we realized that, you know, we were addressing a loneliness issue. As much as a learning use case, and I guess that surprised us. I don’t know why it did, but we’d see people come and stay in classes or stay on the platform for 23456 hours at a time. And when we asked them why they’d say, well, you know, that’s I’m stuck at home. And that’s that’s where my friends are. so I think that that surprised us. I think the, the, the second thing that surprised us, which we mentioned earlier, was the, the, the sort of global nature, the global interest, the fact that, you know, this was a problem and an opportunity, not just in the US, but in other countries around the world, where older adults are thinking through sort of what is the next phase of my life?
How can I live happier, healthier, sort of You know, more independently at home. What do I need to do to learn to do that? and so I think we, we thought that this was going to be sort of a more sort of contained community, sort of sort of US specific offering. And in many ways, that that’s what we’ve, we focused on because we’re a small startup, but the global nature, the opportunity for, you know, a service like ours to sort of expand and expand. Into other countries, other languages, other demographics was a, was an interesting, was an interesting learning for us.
Keren Etkin: Was the future of work or work for participation bit something that surprised you or something that you had sort of expected to happen? The fact that people were eager to learn new work related skills well past retirement age.
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Lawrence Kosick: You know, I think it, it did not, that was one thing that didn’t surprise us. I think that we, we could see, early on that older adults first wanted to get Some level of digital literacy. And when we asked them why in many, in many cases, yes, it might’ve been to be sort of more self sufficient and comfortable at home and access the products and services and apps that they, they want to access, but we started to hear you know, more threads around, well, you know, I’m only, you know, 62 where I’m 65, I may live for another 30 years. I’m not really sure that I have sort of the nest egg or retirement savings I need to get from here to there. So I would start to, I would like to learn a few extra things. Cause maybe I could, you know, open my own little consulting business or my own little exercise studio or start becoming a blogger.
And so we did start to see. Sort of emerging interest in, you know, how do I either reskill myself to stay in the workforce if I was still working or reskill myself to get back into the workforce and find something, find something new that might help me sort of supplement my income. the other thing. that that. Helped us sort of really build out our curriculum was we partnered with, a government program called CSEP. And so here in the U. S. CSEP is you know, the senior employment, community program. And so it, it helps. In many cases, either lower income folks or folks who are trying to reenter the workforce, get the basic sort of digital skills they need to and so things like, you know, how to use basic technology and how to, you know, update linked in because that’s your digital resume and how to go on interviews and how to use some of the technology that was a little bit more pervasive in, you know and larger size companies that they’d have to learn like CRM tools and And whatnot. We started to see more of that because the government was asking us to provide programming for CSEP and so that also helped us really build out a curriculum that we knew was important and that was heavily utilized by our older adults.
Keren Etkin: And did you find that you had to provide different programming for people who were employees versus people who wanted to venture out on their own?
Lawrence Kosick: Yes, yes. It’s a good question because people who wanted to, to, to venture out on their own would, would think more like a consultant they needed to, to maybe build a website. they, they maybe needed to learn how to use some social marketing. techniques and skills. They, they, they were in many cases, learning, you know, things that independent consultants or folks starting their own small business might want to learn versus somebody who is trying to stay in a job that might be wanting to sort of better learn that company’s tools, which could be like, you know, salesforce.
The company already uses it, but they weren’t. They didn’t feel like they were fluent in it, or Slack, or things like that or, or the Microsoft suite. Canva things like that, that they knew that if, if they did learn or they were more fluent in it, it would, it would make their, their ability to stay in their current job, you know, that much more attainable.
Keren Etkin: And do you sometimes get requests from employers to help them reskill or upskill their older workers?
Lawrence Kosick: We, we do, we do from time to time, most of the requests seem to come from the learners. And then what really actually happens, Keren, is that, you know, some of these. Technology companies discover that we’re teaching their products and services to older adults and they’ll contact us go, Oh, we just discovered that you’re, you know, you’re teaching this product or that product. Can we, can we help you? Right? Because obviously they’re experts because it’s their product. but in many cases, it, you know, unbeknownst to them, we’ve started to teach, you know, their product to older adults at some level of scale. Yeah. And sometimes they act surprised. They’re like, Oh, we didn’t, didn’t really think about that as an audience.
Right. I’m like, well, you should, because it’s the fastest growing portion of our demographic and these people really want to learn your product or your service or your app, and they can, if you just, you know, provide a little education, which is exactly what we do
Keren Etkin: That’s wonderful. And do you find that if we take, for example, softwares like Canva, which I bet if I look online for tutorials, I can find a thousand tutorials on how to use Canva. What would you say, makes your learning experience uniquely tailored to the needs of older learners.
Lawrence Kosick: well, it goes back to a decision that we made early on, which is. What kind of teachers, we call them guides, but what kind of guides should be leading classes when we’re teaching other older adults? you know, argued about this early on because we thought, well, When we’re hiring teachers, let’s just get whoever’s, you know, credential seems like that they would be, you know, good at delivering and teaching this particular subject, say Canva. But what we decided to do, and this was an important one important decision and an important differentiation for us was, Let’s hire, let’s reskill and upskill older adults and have them teach other older adults because when you do that, you get a similar sort of patience, empathy, vocabulary, that makes it comfortable, right?
That reduces sort of the fear and hesitation that many of us have around learning new things as we get older. that ended up being a really important part of how we delivered the programming. Because when an older adult sees somebody else with maybe a little bit of gray hair, they say, well, if Keren and Lawrence can learn this, maybe I can too, right?
And so it helps sort of disarm some of the fear and hesitation. That we get as we grow older when when learning new things, especially technical. So the peer to peer approach ended up being really quite important for us and a point of differentiation for sure.
Keren Etkin: That absolutely makes a lot of sense to sort of alleviate any concerns that people might have that maybe this training with this particular guide isn’t for me. Definitely learning from your peers is I guess for everyone is a better experience. It feels like learning from a friend versus someone who’s, you know, an expert in something.
Lawrence Kosick: Well, you’re right. Because because that that and it comes back to the point that we, we discussed earlier, which is when you learn from somebody, Yeah. you, there’s a little more comfort or the potential for it to be a little more comfort, comfortable and relatable. Turns out that that was the case, not only with the teacher, but the other folks in the class.
And this is how they started to become friends and develop connections with folks in the classes. that’s why they would come back together and spend more time together. And that’s, that’s how we accidentally. Discovered that we were helping with the, the, the loneliness and social isolation piece. When you, when you have like-minded people coming together and relating and connecting oftentimes they become friends, right? And so you have a better learning experience, but it also becomes sort of a better social experience as well.
Keren Etkin: Absolutely. So I want to talk a little bit about your latest report, Working After 50, which is really provides lots of fantastic insights. In an easily digestible form, which everyone can appreciate. So I wonder first of all, what were the reasons that drove you, drove you to focus on this particular topic for this report, because I know you put out a lot of educational materials and also if there were any findings that surprised you from your own data sets that you, that you used to produce this report.
Lawrence Kosick: So we feel, we feel a responsibility. If we’re truly going to provide resources and opportunities for older adults to learn the things they need to learn to live happy, healthy, and more sort of independent lives, then perhaps any of the data that we, that we see If we can share it, then perhaps other companies can learn from it as well. And the hope is that they can build products and programs and mobile apps and whatnot that are also a little more older adult friendly. Right. And so, so we think that if we share that that’ll be interesting and hopefully helpful to other companies that are building products and services for older adults, right?
Whether that be, you know, websites mobile apps training material you know, what kind of, what kind of devices are they using? where are they located? You know, what are the, the, the sort of the age ranges that they’re learning certain things at? What are they doing when they learn this information?
Are they, are they learning because they’re just interested, in it from a hobby perspective? Or are they starting their own business? Or are they trying to stay in the workforce? And so sharing as much of that as we can just seems like it’s, it’s just being a good sort of conversation. Community citizen. the things that surprise us and and many things surprise us because we’re never really sure what are going to be the most popular classes. Like you know, the amount of people that take certain classes sometimes surprise us with 1 being on the low side and a surprising 1 being sort of on the incredibly high side. We, we, we do see a lot of interest people wanting to learn yes, their devices initially, but we just see that as sort of almost being a gateway to then of accessing the content they want next. And then we watch, okay, is that health and wellness? Is that job skills because they want to stay in the workforce? And then we, we just, we, we sort of nurture that and say, you know, Tell us what it is you’re trying to learn. What is your goal? Where are you trying to get to? then we can sort of recommend the programming that helps get you there. Now, One of the, one of the surprises for us is the disproportionate amount of, of female, learners that we have on the platform.
And we always think about, well, why is that? Right. And, and so, you know, in, in the many surveys that we’ve done women identify more so as lifelong learners. They just do. men, not as much. And so we can take the same class, if it’s presented as sort of learning and education, it’s usually sort of an appealing approach. And women will come and take that class, whether it’s job skill or something else for a man, we realized that we had to sort of position that differently. We had to say this is a how to class or a fix it class. It had to be a very use case oriented title even for the same class. And so if if If it was a, a use case specific class and they could fix something, solve something, address something top three things to do this top five things to solve that, that would always be a more inviting title program and class a older man versus a, a female user. those were, those were some interesting surprises for us. ,
Keren Etkin: That is so, so interesting that you could package the same class differently and get a different turnout depending on whether you package it for, for men or for women. And that is
Lawrence Kosick: I, I had to, so Keren, what I did early on I, I decided, you know, as one of the founders, I would do my own survey. And so, you know, even in the first 90 days, we saw that the platform this four years ago, we were disproportionately women. so, you know, I called, you know, friends, family, neighbors. And I said, you know, introduce me to, you know, older adults. I want to talk to, to older men and I want to interview them. And so I would, I was very interested in trying to understand what it is they wanted or needed to learn. And when I asked them if they were a lifelong learner, they, I would get sort of general responses of, a few would say yes, but a lot of them would say, I don’t really call myself that. I’m like, well, what kind of classes are you interested in? I’m not really interested in classes. And so I decided to ask the question a different way. I said, well, you use a computer? Yes. Every day. I said, well, what do you do when you go on your computer? Well, I check my email. I access my stock quotes.
I look at my sports scores. I look at the weather. I might send some emails to, to my kids. And I, and then I said, well, is there anything about those different activities? That frustrates you that you’d like to learn a little more about how to make those easier. Do them better. once I got them complaining. yes, you know what? That app is really hard to use. This 2 factor authentication is really tricky. I keep getting all of these pop ups. I’m like, So if you had a place to go where you could learn how to sort of navigate those things and do those things a little easier, solve those problems, would that be interesting? Oh, yes, absolutely. So as soon as it came in the form of a problem statement and sort of a tips and tricks and kind of how to fix something, that, that immediately sort of resonated with the, the male audience.
Keren Etkin: That makes a lot of sense. And I love that you were able to adjust your approach during your user research to, to really, to get them complaining. I think that is one of the things that I love doing the most when I interview potential users, because you, you do want to hear what’s hurting them.
Lawrence Kosick: Keren one of my best, one of my, one of my, my best critics. my, my father, right? And, and he’s, you know, he’s in his, he’s in his nineties but he was in his late eighties when we started this business. he would give us some of the best advice. Sometimes it was blunt and, and I mean, borderline strong, but he would help us with, with logic that really determined sort of the user interface and some of the products that we designed.
Like, so for example, we built the website. You know, my co founder, you know, he was 35 at the time. He’s 40 now. The way a technical 35 year old would design a website would be very different than how you’d normally design a website for, for, you know, you know, folks over 65. And so we built a website that had lots of features and functionality and buttons and animation and interstitials and sort of all of the bells and whistles. And my dad looks at it and he says that’s a mess. Mess. I don’t even know what you want me to do. I said, well, what would you change? And he goes, just show me the one or two things you want me to do and don’t show me anything else. And that was one of the best pieces of advice that we got because it required us to really have a lot of discipline. show the things we wanted folks to do, which is if you wanted to put them in a class, just show them how to get into a class and don’t confuse them with a bunch of other sort of messaging and marketing. It required a lot of technical discipline because it means those other features and functionality, while important, should only appear and be surfaced when they’re relevant. So having the ability and the discipline to sort of know when to turn certain things on and turn certain things off became part of the complexity. Of building the platform and making sure we were showing people the right things at the right time and, and nothing else or minimally. The other stuff.
So that was that was a good piece of advice that we got from from serving. My father.
Keren Etkin: It’s wonderful that you have such a harsh critic at your disposal, because sometimes that’s all you need. Someone to just be blunt and tell you the brutal truth.
Lawrence Kosick: Yep. Brutal truth. That’s what I get. I get a phone call once a week telling me how the website could be better. The font could be different. The colors could be improved. The times of the classes need to be changed. And you know, we listen,
Keren Etkin: people would pay a lot for this sort of feedback. before we wrap up, I’m curious if you had advice to give to founders who are just starting out in this ecosystem, maybe even to founders who want to build something for older adults, but they’re not quite sure which direction to go.
What would you tell them?
Lawrence Kosick: Well, it’s a very big category, right? The addressable market in this category is very large because it’s the fastest growing, you know, portion of the population. So the addressable market, that’s that’s a good thing. the thing I would tell them to to really look at. of the of the types of products or services they may want to offer who will be the payer.
Right? So, assuming that it’s a venture backed business, it will eventually have to have some sort of sustainable, you know, revenue model in this category, the need is everywhere. The ability to pay is not So inherent sort of in the our experience in the U. S. market is. very much. The end older adult learner is probably not going to pull out a credit card and buy an online subscription at the rate. Most of these companies will need to scale like a venture backed business. We tested that early on. We knew it was going to fail. It did. So we had to realize, okay, need to sort of make this available, at least our type of service, available To older adults, you know, on a, on a free or largely subsidized basis, but you’re not going to be able to pay the bills doing that.
So who are the, the the categories of businesses that care about the health and wellness of this population, because we’re going to have to figure out how we monetize through them. Right? And so that became sort of government agencies and organizations and then healthcare plans who wanted to offer, you know, health and wellness programming in a curated way. To keep their members you know, happy, healthy and at home longer. Right? So they had a financial benefit incentive around providing a service like ours to their members. So they would pay, but the end users wouldn’t. So so all of that is to say. The opportunities here are significant, but think about the business model around your idea.
Are you going to need the healthcare industry to pay? So, so, you know, eyes wide open. What does that look like? What are the sales cycles? What do they spend money on? What don’t they? What’s the competition like? government, right? Government is, is also an opportunity, but it’s complicated because, you know, You know, there’s a lot of different government agencies.
And right now we’re, we’re going through a change in administration. The new administration is likely to have very different policies than the last administration. What does that do to the funding sources at, you know, the health and human services, the department of aging levels. So, so there’s a level of unpredictability there.
You have to think through all of those things as an entrepreneur, because. You’re going to want to have your idea, have a business model around it so that it has a chance of success.
Keren Etkin: That is such fantastic advice, and it’s something that I see over and over in this ecosystem. Startups who start out, they really want to sell direct to consumers, but sooner or later they realize that it’s very hard, nearly impossible sometimes in some product categories to build a sustainable business.
So that is fantastic advice. Is there anything else that we didn’t talk about that you would like to add? Thank you.
Lawrence Kosick: Oh, gosh. I mean, I think we covered a lot today. I think we, I think we did a good job and you asked me you know, all of the, all the relevant questions. I think that, You know, one of the things that we’re excited about we didn’t get to talk about it today, but, you know, how does, how does artificial intelligence sort of augment, you know, what we and others can do to better serve older adults.
And we actually think the opportunity is pretty significant, because if, if AI can be this, this trainable service layer. That helps older adults more easily find the products, the services, you know, the programs that they’re looking for. then maybe they’ll struggle a little less with poorly built websites, complicated eligibility checks complicated mobile apps.
And so. We’re excited to sort of see how, you know, we can train sort of an AI concierge to augment our, our peer to peer learning to make it even easier for older adults to get to the resort resources they need a little faster and a little easier and without some of the technical friction. So I think that’s going to be an exciting thing to see, and it’ll be pretty aggressively. I think explored in the next literally, you know, six to 12 months.
Keren Etkin: Absolutely. So I think we have a topic for our next time you join the podcast. Lawrence, thank you so much for joining me today. It was an absolute pleasure chatting with you. It was a really insightful conversation. So I really appreciate it.
Lawrence Kosick: Keren, thank you for having me on the, on the, on the podcast today. And thank you for all of the work that you do to bring attention to the many companies who are trying very hard to make a difference in the lives of older adults. So thank you. And thank you for having me.
Thank you.
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