Gransnet will use the same forum-based format as Mumsnet, offering grandparents an outlet to discuss news, culture, and importantly for marketers, products and services.
Mumsnet has proven to be valuable partner for brands looking to court and gauge the opinion of UK mums.
The site makes money from brands seeking advice on new products and advertising. It has worked with Innocent, Asda and Ford to develop products.
Gransnet will likely want to offer brands the opportunity to tap into the “grey pound”.
The site has already found a willing partner in Nintendo, who are sponsoring the life and style section of the forum in the hope of promoting their games and consoles to grandparents wanting to “keep the brain and body active”.
Dawn Paine, marketing director of Nintendo, says: “Nintendo has always believed that gaming isn’t just for a certain market and is something that everyone from can enjoy.”
Learning company Pearson will provide content for those wanting to learn in later life.