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ATIVEN – Active Aging - was created in July 2017 from an initiative of professionals and partners of Valormax Consultoria Administrativa e Financeira (, who since 2014 studied the 60+ segment. Due to the inexistence in Brazil of a startups accelerator exclusively dedicated to Generation 60+, and quality consulting services aimed at companies interested in this segment, the ATIVEN team developed its own mentoring and acceleration processes for startups, and analysis and studies for companies that want to better understand, communicate and transact with the 60+.