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The hottest startup sector? Baby boomers

Many firms in the US are plugging into a wealthy slice of the over-50 demographic called the longevity market

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ON A ROLL: Boris Mordkovich, one of the founders and the CEO of Evelo, with an Aurora model electric bicycle in Cambridge, Massachusetts. Rather than catering to millennials, Mr Mordkovich and his brother considered developing products for the ageing baby boomer market and founded the electric bike company.

New York

BORIS Mordkovich, a 30-year-old serial entrepreneur, had never considered developing products for the ageing baby boomer market. One day, however, he saw that his parents had started using an electric bike that his brother Yevgeniy had modified for his wife and himself.

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