The site, Smittenkittensover80.co.uk, will form part of a wider campaign launching next week, and will be a test bed for demand among the age group for such dating services.
Users will be invited to vote on whether or not they think the site is a good idea, as well submitting comments on how to develop the service, which could cross channels including web, phone and post, as well as offline events such as sheltered housing speed dating evenings or tea dances.
Marketing consultancy Forster Agency recently set up a dedicated team within the group to create and deliver specialist campaigns for older audiences. It comes at a time when an ageing population is a looming issue for the UK.
Last week, new media age reported research by UKOM that of the 2m more people using the internet this year than last, around 53% of these are over 50.
Research from Nielson Online last year suggested that twice as many 50-64-year-olds than 18-24-year-olds in the UK use Twitter.
Meanwhile, online introduction and dating service Flirtomatic is looking to overhaul its mobile apps, ahead of expansion in Europe.
The firm has won $9m in a round of funding to improve its apps for Android, iPhone and iPod Touch.
Around 80% of Flirtomatic users access the service from their phones.
The registration-based, free service enables users to set up basic profiles and send messages to each other, but premium features such as seeing profile views and ratings are chargeable.
This story first appeared on newmediaage.co.uk