CES2025 once again brought the world’s brightest minds and groundbreaking innovations to Las Vegas. With over 4,500 exhibitors and more than 141,000 attendees, the event showcased technologies poised to shape industries across the globe. Among these, the health and wellness sector, centered at the Venetian Expo Center, stood out as a beacon of innovation. John Reinhart, Entrepreneur-in-Residence (EIR) at BioHealth Innovation (BHI), attended alongside colleagues from the National Institute on Aging (NIA) to explore the transformative field of AgeTech.
AgeTech—focused on enhancing the quality of life for an aging population—has rapidly emerged as a critical area of innovation. With 1 in 4 people currently over the age of 50, and that number projected to rise to 1 in 3 by 2050, the need for solutions that address aging-related challenges is urgent and global. Reinhart’s insights from CES2025 underscored the immense potential of this growing field.
The AgeTech Collaborative from AARP led the way in promoting innovation at CES2025. With its pavilion now in its third year, AARP highlighted the collaborative ecosystem it has built to foster solutions for the 50+ demographic. Boasting 111 investor organizations, 105 business services partners, 68 testbed collaborators, and 177 startups, the growth of the Collaborative has been remarkable. Its programming featured a pitch competition and networking reception, providing a platform for startups to connect and showcase their solutions.
The Consumer Technology Association (CTA) Foundation also played a key role, emphasizing digital inclusion for older adults and fostering innovation in the AgeTech space. Key activities included the Eureka Park Accessibility Contest, an evening networking reception, and curated tours of the exhibit halls. Eureka Park itself was a vibrant hub of innovation, with over 1,400 startups from 39 countries showcasing cutting-edge solutions. Startups spanned industries, with many demonstrating clear applications for biohealth, assistive technologies, and advanced diagnostics.
Funding remains a critical component in advancing AgeTech. The National Institute on Aging (NIA) continues to lead in this space, providing over $150 million annually in non-dilutive Small Business Innovation Research (SBIR) grants. With a strong focus on Alzheimer’s Disease and Related Dementias (ADRD), the NIA supports startups through phases of funding ranging from $400,000 to $2.5 million. Positioned near AARP’s pavilion, the NIA’s presence underscored the alignment between public and private efforts in AgeTech innovation.
A significant insight from CES2025 was addressing the question of “Who is the purchaser?” Unlike most commercial markets, health-related innovation typically involves three interconnected components: third-party payers (especially insurance coverage, which requires the right billing codes), influencers (such as physicians or family caregivers who make decisions on behalf of the user), and the end consumer or user. This dynamic means that customer and consumer may not always be the same party.
To succeed, innovative solutions must navigate two distinct go-to-market strategies: direct-to-consumer and provider-to-consumer via the healthcare system. This complexity is further heightened by the role of safety net programs like Medicare and Medicaid, which fund a significant portion of healthcare for aging populations who often have limited financial resources. Ventures must carefully align their value propositions with these different markets, balancing ROI for institutional buyers with user-friendly features for consumers. Health equity and access remain critical considerations, particularly for underserved populations relying on these programs.
Reflections from CES2025 made it clear that technology is not just about extending lifespan but about improving healthspan—the years of life spent in good health. Reinhart noted that the most successful innovations integrate human-centered design to create solutions that are intuitive and inclusive. Aging is not a disability, but technology designed for older adults often overlaps with the needs of those with disabilities, ensuring broader adoption and greater impact.
While artificial intelligence dominated the conversation at CES, Reinhart observed that its application in healthcare still faces unanswered questions, particularly around ethics, data privacy, and usability. He highlighted the need for more education and standards to help leaders make informed decisions in adopting AI for biohealth applications. These challenges present opportunities for collaboration across industries to ensure AI is implemented responsibly and effectively.
As CES2025 concluded, Reinhart reflected on the clear connection between technology and biohealth. From AI-driven diagnostics to sustainable practices and human-centered designs, the event highlighted how cross-industry collaboration is driving progress. Reinhart summarized it best: “Technology designed for one purpose often sparks ideas and solutions in completely unexpected areas. AgeTech is no different—it’s not just about aging but about creating a better quality of life for everyone.”
For BHI and its partners, events like CES offer invaluable insights and connections. The innovations and collaborations seen here are paving the way for a future where technology not only extends life but enhances its quality—one breakthrough at a time.