Riverstone is redefining retirement living for affluent Londoners - an audience as discerning as they are difficult to reach.
Boomer + beyond has partnered with Riverstone across multiple research stages, designing each from the ground up to suit the question at hand and the unique nature of their specific audience - 70+, £2m+ net worth and based in London.
We’ve explored how people want to live in later life, their understanding of care, reactions to Riverstone’s proposition and fee model, and attitudes towards smart home technology - both in theory and hands-on. Through a mix of quantitative surveys, in-depth interviews, and immersive focus groups, we’ve captured nuanced insight at every stage.
Our final stage uncovered why some prospective residents haven’t yet converted - shining a light on the emotional and practical barriers to purchase. Throughout, our flexible, first-principles approach has helped Riverstone stay rooted in their audience’s world while fine-tuning their offer for long-term success.
Stage 1:
Boomer + beyond’s relationship with Riverstone Living began at a pivotal moment: before the doors to their first community had opened. Tasked with helping shape an entirely new proposition, we designed and delivered a large-scale research study to explore what later life could, and should, look like for a uniquely affluent audience.
Our telephone survey reached 500 individuals aged 70+ with £2m+ in assets, all based in or around Central London. The research sought to understand how this group wanted to live in retirement, and their expectations when it came to support and care.
This was more than just insight gathering—it was groundwork for a brand that aimed to do things differently. By starting from first principles and designing a methodology tailored to the question and audience, we delivered robust evidence that has helped Riverstone align their vision with the real aspirations of their future residents.
Stage 2:
With the foundation laid, our second project for Riverstone Living was designed to go deeper - moving beyond concept testing to explore how the brand, offer and messaging landed with its target audience. We conducted 20 in-depth, face-to-face interviews with affluent Londoners aged 70-82, gathering detailed feedback on everything from communication tone and brand identity to pricing models and interior design.
Participants were invited to engage with CGIs, messaging and marketing materials, providing candid responses that revealed what truly resonated - and what risked alienation. We also explored reactions to the proposed fee structure, uncovering where greater clarity or flexibility might ease the path to purchase.
As always, our approach was bespoke—carefully tailored to draw out rich emotional insight from a selective and high-expectation audience. The findings helped sharpen Riverstone’s proposition at a crucial stage in their development, ensuring it spoke not just to a need, but to a lifestyle aspiration.
Stage 3:
As Riverstone looked ahead to the next phase of development, Boomer + beyond was commissioned to explore how smart home technology could enhance everyday life for future residents. This two-stage project began with a 150-person telephone survey, capturing quantitative data on current usage, attitudes and aspirations.
We then moved into the home itself - inviting participants to experience the technology firsthand in the Riverstone Fulham show apartment. Through 12 in-depth, qualitative interviews, we observed reactions in real time and gathered nuanced insight on how features like voice activation, control pads, and medical alert systems were perceived when seen, and felt, in context.
This immersive, mixed-method approach gave Riverstone not just a snapshot of where their audience stands on smart tech today, but a roadmap for what might be embraced tomorrow. The findings informed everything from infrastructure planning to resident support - ensuring tech is intuitive, optional, and always empowering.
Stage 4:
Boomer + beyond partnered with Riverstone to explore a critical question: why have some visitors, despite clear interest, chosen not to move forward (yet)?
This two-stage study combined quantitative surveys with qualitative interviews to hear directly from 135 visitors to the Kensington and Fulham residences, including 11 deep-dive conversations. Participants were well-qualified and had already engaged with the brand, making their feedback especially valuable.
We examined motivations to visit, reactions to the residences, and any perceived obstacles to taking the next step. While individual reasons varied - from timing and pricing to personal circumstances - the research offered a clear picture of what prospective residents need in terms of reassurance, clarity, and communication as they navigate a big life decision.
By bringing the voices of ‘almost residents’ into sharp focus, the study helped Riverstone fine-tune not just their proposition, but how and when to engage people meaningfully on their journey to later living.
