Longevity reshapes every aspect of life

Mafalda Honório 
Head of Longevity Marketing, Fidelidade

Mafalda, you are Head of Longevity Marketing at Fidelidade in Portugal. Please tell us about your role and why Fidelidade created this position.

Throughout my career, I have been driven by a deep focus on consumers and people, a mindset shaped by over 15 years at Unilever in Customer Development and Marketing leadership roles across various categories. Three years ago, I embraced a new challenge at Fidelidade, Portugal’s leading insurance company, to lead Longevity—one of its key strategic pillars.

Fidelidade created this position because it recognized that longevity is both a challenge and an opportunity. With life expectancy increasing and birth rates declining, it is essential to rethink how we support customers at every stage of life. My role is to ensure Fidelidade is Longevity ready by developing a deep understanding of the Elders of Today and Tomorrow, identifying key opportunities, and shaping strategies that go beyond traditional insurance to truly support people as their needs evolve. This means rethinking our customer approach, product offering, and communication to adopt a holistic, segment-focused vision.

On a daily basis, I work closely with different teams across Fidelidade to embed longevity into our business strategy. This involves designing and implementing initiatives that reflect the realities of longer lives, shifting from a fragmented view of customers to a lifelong partnership perspective.

More than just a role, longevity is a transformative movement that requires urgent action. It’s about ensuring financial security, health, and personal fulfillment for longer lives- the fullspan. Leading longevity at Fidelidade allows me to contribute not only to the company’s future but also to a more inclusive society.

What has been your biggest personal learning experience in your new role?

One of the biggest personal learning experiences in this role has been understanding just how profoundly longevity reshapes every aspect of life—financial security, health, personal fulfillment, and even the way society is structured. It’s not just about aging; it’s about redefining what it means to live longer, healthier, and more meaningful lives.

A key challenge I’ve encountered is changing mindsets. Longevity is often seen as a burden rather than an opportunity. Shifting this perspective requires education, empathy, and a long-term vision, but above all, it demands that we truly understand people—their aspirations, fears, and evolving needs.

Addressing longevity effectively also goes far beyond insurance. It requires cross-industry collaboration, bringing together expertise from health, technology, and finance to create solutions that empower people to take control of their future.

But beyond the strategy, this role has become a personal mission. Longevity is an invitation to rethink how we nurture our future selves—how we invest in our well-being, how we continue to grow, and how we shape a society where longer lives are seen as a gift, not a challenge. Being the Head of Longevity Marketing is much more than a job; it’s my small contribution to a future where people can thrive at every stage of life.

Longevity is a broad field of solutions. What are you focusing on?

Our focus on longevity is built on two fundamental pillars: deeply understanding the Elders of Today and the Elders of Tomorrow and the life journeys and transforming these insights into meaningful, impactful solutions. Longevity is not just about adding more years to life — it’s about ensuring those years are filled with quality, purpose, and dignity, allowing people to thrive at every stage.

At Fidelidade, everything starts with the consumer. We dedicate significant effort to understanding their evolving aspirations, challenges, and dreams at different life stages. These insights help us identify opportunities to enhance their experience, refine our offer with a segment-specific and longevity-focused approach, and rethink how we communicate to connect authentically.

One of the biggest shifts we’ve embraced is how we see the Elders of Today. The new 60+ generation is redefining aging—they don’t feel old, they reject outdated stereotypes, and they want to continue pursuing dreams and live with purpose, staying active, and embracing new experiences. Recognizing and respecting this shift is essential—not only in how we communicate but in how we empower them to live the life they envision.

For the Elders of Tomorrow, the journey has already begun, even if they are not yet thinking about it. Understanding their perspective on aging, their financial and health priorities, and what drives their decisions today is key to helping them build a solid foundation for a longer, more fulfilling life.

Longevity is not just about aging, it’s about making sure that people, at every stage of life, feel seen, valued, and empowered to live fully. At Fidelidade, we embrace this responsibility by leading with empathy, insight, and a deep commitment to redefining what it means to live the 100-year life.

What innovations or solutions are making the most significant impact in Longevity, and how is Fidelidade contributing to this field?

The field of longevity is full of opportunities for transformative innovation, particularly in health, financial security, and social connection—the key pillars of a long and fulfilling life – the fullspan. At Fidelidade, our mission is to ensure people are prepared not just for a longer life, but for a better one.

One of the ways we are making a difference is by developing solutions tailored to the realities of the Elders of Today, ensuring they have the right protection and support for this stage of life. Our 60+ offering has been evolving to provide greater security, flexibility, and benefits designed for their needs, reinforcing our role as a life partner in this journey.

For the Elders of Tomorrow, longevity starts with the right mindset and preparation. That’s why we focus on financial resilience and proactive health management, helping individuals make informed decisions that will support their long-term well-being. Our MySavings solution and financial literacy programs aim to empower people to plan for the future with confidence, ensuring they have the financial security to live the life they envision.

Health is another fundamental pillar of longevity. Through Vitality, our program that encourages and rewards healthy habits, we promote prevention and well-being, shifting the focus from simply treating illness to actively investing in long-term health.

Beyond products and services, reshaping perceptions around longevity is also part of our mission. We are redefining how we communicate with the new 60+ generation, moving away from outdated stereotypes and embracing a fresh, dynamic, and aspirational approach that resonates with how they truly see themselves—active, engaged, and eager to keep pursuing their dreams.

At Fidelidade, we see longevity as one of the greatest opportunities of our time. Through innovation, empathy, and a deep commitment to improving quality of life, we are helping people navigate longer lives with purpose, confidence and security.

How important is Longevity for startups in Portugal?

Longevity is an increasingly strategic opportunity for startups in Portugal, fueled by one of the fastest-aging populations in Europe and the expanding silver economy. This demographic shift is driving demand for health, care, mobility, and financial security solutions. Portuguese startups are already responding, with a strong focus on health and well-being. And several have engaged with Fidelidade Group through our open innovation program, Protechting, where startups join us to test their solutions through pilots: Careceiver, an AI-powered remote caregiving platform enhancing care coordination, or GRIPWISE, a digital muscle strength assessment platform with smart dynamometry were selected for the program. Most of these innovations align with key longevity trends: empowering independence, prevention, proactive health management, and mental well-being—crucial for a sustainable aging society.

However, longevity isn’t just about health—it’s also a financial challenge. Portugal has a traditionally low savings rate, and many people lack financial preparedness for retirement. The pension system isn't enough, leaving gaps in financial security. This opens opportunities for fintech and insurance innovation, but there is still much more to be done in this dimension. Beyond financial solutions, there is also room for startups focused on fostering community, creating a sense of belonging, and encouraging meaningful connections. These elements are equally critical in supporting longer, more fulfilling lives, addressing not only financial security but also the social and emotional dimensions of longevity.

Portugal has the talent, test-market potential, and corporate backing to lead in longevity innovation. But we must bridge the gap between innovation, financial sustainability, and long-term care solutions to ensure a thriving, resilient aging population.