The new initiative, which is called In Tune, will offer services such as insurance for older people. Unlike many existing services on the market, there will be no upper age limit.
A spokeswoman for Help the Aged said that the initiative was not being launched to compete with Age Concern's troubled subsidiary, Heyday.
She said: "This will not be a membership organisation or something people will have to pay to join. All the products we sell will fit in with the values we stand for."
Age Concern England launched Heyday last year and set out to recruit 250,000 members, but has so far recruited only 14,000. Up to 33 staff at Heyday now face redundancy.