Straits Trading launches senior-living programme in Singapore, Malaysia
It aims to build an integrated independent value-chain in the senior living business
[SINGAPORE] Mainboard-listed The Straits Trading Company on Tuesday (Dec 23) unveiled a new pilot programme for a senior living initiative known as The Silver Movement.
The initiative includes an operating company of the same name that oversees asset, property, facility and operational management.
It also comprises a web-based, artificial intelligence-assisted application that is designed to empower independent living for seniors and that provides access to the services it offers.
These services are planned around four key focus areas – accommodation and lifestyle services; learning and personal enrichment; travel and unique experiences; and investing, subject to regulations.
The company noted that the initiative is part of its goal to provide seniors with a customised platform that meets their lifestyle needs, fosters engagement, and enables seamless access to services through trusted providers and digital solutions.
It is also part of a broader strategy to expand the company’s presence in the senior living business, which it noted is a “growth sector”.
The Silver Movement advocates a “new dimension before the stage of retirement and assisted living”, said Eric Teng, group chief operating officer of The Straits Trading Company, during a talk for the company’s shareholders held on Monday, at which it unveiled plans for an integrated independent-living value chain within the senior living business.
“People today are living longer and remaining active well into their later lives. We believe this phase in life should continue to be fulfilling and fun. The pilot programme would help to refine the integration of property, operation and services in the independent-living value chain,” said Teng.
The pilot programme for The Silver Movement will involve up to 500 participants. It is expected to start in the first quarter of 2026 and will be initially deployed in Singapore and Malaysia.
To test and refine its core features, service workflows and platform usability, participant feedback will be actively sought during the pilot, to guide further development and optimisation, the company said.
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