About
The data is clear.
Our systems haven't caught up.
Australians are living longer. Working longer. Caring longer. And arriving at less financial security than the generations before them. The national conversation is still framed around ageing and aged care. It needs to be framed around longevity. PrimeLife exists to make that shift — inside the rooms where decisions actually get made.
Why we built it
The systems haven't
caught up.
The data is settled. The framing isn't. For decades, longevity has been filed under ageing and aged care — language that ends the conversation at decline and dependency. Longevity is the right frame. Forty-five is midlife. The thirty years that follow are decades of health, work, spending and decision-making that products, policies and workforces were never designed for.
The most expensive miss in Australia is definitional. The government still designates 45 as "mature age." That one label cascades through workforce policy, insurance pricing, recruitment, retraining, marketing — bending three decades of products and protections around the wrong assumption.
PrimeLife Partners was founded to close the gap between what the data shows and how organisations actually behave. We bring the research, the data, the cross-sector network and the lived experience — and translate it into decisions leaders across business, industry and government can take this quarter.
What clients say
"The session changed the way I view our business.
I'm going right back to the office to review our strategy."
— Board Director, after a PrimeLife Partners session.
What we believe
Two principles.
One position.
These aren't aspirations. They're how every PrimeLife engagement actually runs — and how we choose which conversations to walk away from.
01
Longevity, not ageing.
Forty-five is midlife. The thirty years that follow are the market, the workforce and the opportunity — not the cost centre. We do not run "aged care" decks for clients who need longevity strategy.
02
The systems lag the science.
Life expectancy moved. Institutional design didn't. Workforce models, product roadmaps and risk registers were built for shorter lives. The job is to close the gap — not point at it from the sidelines.
Where we work
The four pillars of
the longevity economy.
PrimeLife Partners works across the four pillars of Australia's longevity economy — helping organisations understand and act on the forces reshaping each one.
Financial Security
Improve financial security in retirement. Superannuation, advice, retirement income — designed for longer lives.
Care
Address the care needs and gaps emerging as Australians live longer — workforce, family and systemic solutions.
Housing
Tackle the urgent need for affordable, age-appropriate housing solutions across all life stages.
Resilience
Build organisational, community and individual resilience for the longevity economy — across consumer, workforce and product.
60+ years of combined expertise in Australia and internationally.
The founders
Dr Abby Bloom
& Anne-Marie Elias.
PrimeLife Partners was founded by Dr Abby Bloom and Anne-Marie Elias — bringing decades of expertise and lived experience to the longevity question. Over sixty years of combined practice — policy, research, governance and innovation — across Australia and on the international stage. Leaders in the longevity economy, and believers in the transformative power of innovation. The 45+ generation working for the 45+ generation.
Dr Abby Bloom, with an extensive background as a chair, non-executive director, and leader in innovation, commercialisation, deep tech, digital transformation, social impact, health and ageing, brings a wealth of knowledge and a visionary approach. She is the author of The Cost of Not Caring: Working While Caring in the Era of Longevity — the book that named the workforce-and-caring intersection most Australian organisations are still unprepared for.
Anne-Marie Elias, a PhD Candidate at UTS Finance, Non-Executive Director, Venture Partner and Senior Policy Adviser, is a passionate advocate for change and disruption, with a deep commitment to leveraging data and technology to transform the way we solve complex problems.
Want to talk?
A single conversation —
a clearer picture.
No obligation. No pitch deck. Just a board-grade look at where longevity is hitting your organisation hardest, and what to do first.