Los Angeles · founded 2013
Adults 50 and older are the largest, wealthiest, and most under-served cohort in consumer technology. Strategy D builds the products that take them seriously.
Thesis
The over-50 cohort holds 70% of American household wealth and lives another 25 to 35 years after their 50th birthday. Consumer software has spent two decades optimizing for the college graduate — leaving the largest opportunity in the market to founders who assume their users are 27 and unmedicated. We think that's a mistake, and we're building the counter-thesis.
The 25-year outcome — VO2 max, HRV, sleep, blood pressure, muscle mass retention — matters more than the six-week transformation.
Most adults over 50 take prescription medication. Software that treats this as an edge case ignores its own market.
Retention in fitness apps doubles when users bring a friend. In this demographic — spouses, workout partners, foursomes — it triples.
Products in this space should produce artifacts a physician actually wants to see, not just a consumer-facing dashboard.
Current Portfolio
Strategy D operates as a single-tenant studio: one company at a time, built to standalone economics before the next one begins. Today, that company is BackNine.
Featured — 2026
The healthspan coach for adults 50 and older. Reads across your ring, labs, medications, and blood pressure — shows its math — and puts your foursome on your back nine.
How we build
We operate as a small, senior team with no board pressure and no VC clock. That freedom is the whole product plan.
Every product decision assumes the user is medicated, sees a doctor, and already tracks something. Copy, defaults, and UX flow from that.
Every score in our software shows its math. Every claim shows its evidence. Every stale metric labels itself stale.
Our users don’t forward TikToks — they text their brother-in-law. We design for the four-person unit, not the network graph.
Each portfolio company must reach standalone unit economics before the studio starts the next. No portfolio subsidies.
Contact
For press, partnerships, or a note about our work — we read every message.
General
Mailing address
Strategy D, Incorporated
12121 W Olympic Blvd, Apt 6022
Los Angeles, CA 90064
United States