The charity has created the separate identity to better target the middle-aged and focuses on the ethos of protest in the 1960s, urging the group to reassert their influence in the modern world.
A spokeswoman for Heyday, which launches in spring next year, said: "This is looking at the over-50s and will be a membership scheme offering a variety of discounts and offers with partners."
She added this is set to have a focus on the financial sector.
Age Concern has hired Three Monkeys to handle PR for Heyday and is understood to be looking for an advertising agency. Also planned is direct marketing work and a website is in development in conjunction with IBM.
Gordon Lishmam, Age Concern's director general, said: "What is appealing and helpful to a 55-year-old may not be appropriate for a 75- or 90-year-old. We have developed Heyday to better serve all older people."
He added it was also vital to target this group because many problems experienced in later years stem from this time.
Latest Age Concern research shows that around half of those over 50 believe they are being ignored by marketers and more than half believe that the portrayal of older people in the media is too negative.
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