Age Concern is to start a membership scheme for people in their 50s and 60s in an attempt to target an age group the charity feels is largely ignored by society.
The scheme, Heyday, will be launched in April. Gordon Lishman, director general of Age Concern, said: "Many of the problems experienced by the people with whom we work every day have their roots much earlier in their lives."
Heyday will provide members with information about how to plan for their retirement and on the health problems they might face as they grow older.
Plans include a magazine and a website that will offer members discount deals and products that appeal to the over-50s.
A spokesman said the charity anticipates members will form local social groups to suit their interests.