Prime Highlights
- The Straits Trading Company has launched The Silver Movement, a pilot programme aimed at supporting independent and active senior living.
- The initiative uses AI-assisted digital tools and integrated services to enhance lifestyle, learning, travel, and investment options for seniors.
Key Facts
- The pilot programme will involve up to 500 participants in Singapore and Malaysia to test service workflows and platform usability.
- The Silver Movement operates as a full-service platform managing properties, daily operations, and lifestyle services, reflecting the company’s expansion into the ageing population sector.
Background
Mainboard-listed The Straits Trading Company has launched a new pilot programme for senior living, marking a key step in its expansion into what it calls a fast-growing sector. The initiative, named The Silver Movement, was unveiled on Tuesday and will initially roll out in Singapore and Malaysia.
The Silver Movement is set up as an operating company that manages assets, properties, facilities, and daily operations for senior living. It will also use an artificial intelligence-assisted mobile application designed to support independent living and help seniors manage their lifestyle needs more easily.
According to the company, the platform will focus on four main areas: accommodation and lifestyle services; learning and personal enrichment; travel and curated experiences; and investing, subject to regulatory approval. The aim is to offer seniors a customised and connected platform that allows easy access to trusted service providers through both physical and digital channels.
Eric Teng, Group Chief Operating Officer of The Straits Trading Company, said the programme targets a new life stage before retirement and assisted living. Speaking at a shareholder event on Monday, he said people are living longer and staying active well into later life, creating demand for services that support a fulfilling and engaged lifestyle.
He added that the pilot will help the company refine how property, operations, and services can work together in an integrated independent-living value chain. Feedback from participants will play a key role in shaping the next phase of development.
Up to 500 individuals will take part in the pilot initiative. The company plans to actively gather feedback to test service workflows, platform usability, and core features before expanding further.
Straits Trading said the initiative is part of its plan to grow in the senior living sector, which it sees as a long-term opportunity because the region’s population is ageing.
