The initiative, which will launch early this year, is intended to rival Saga and capitalise on the spending power of the over-50s, offering deals, promotions and discounts.
Heyday, which will be backed by an ad campaign and direct marketing, will focus on financial services, but will also give the over-50s a protest platform to create national debate in order to improve their lives.
Age Concern has registered the website address www.heyday.co.uk, as a central portal for the scheme.
Gordon Lishman, Age Concern's director-general, said: 'What is interesting to a 55-year-old may not be for a 75- or 90-year-old. We have developed Heyday to better serve all older people.'
The charity is understood to have shortlisted Clemmow Hornby Inge, HHCL United and Vallance Carruthers Coleman Priest to pitch for the account later this month.
Heyday will operate independent of Age Concern.
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