There’s substantial private money in ageing research now, and the organisations forming around it need names that sound scientific rather than promotional. This one does the work without trying. Expectancy carries serious analytical weight. Life expectancy is the headline measure of population health and the number driving pension policy, insurance pricing and development comparison, making it among the most cited statistics anywhere. The name suits a demographic research organisation, a public health body, an actuarial resource, a longevity research group, or a data project publishing population statistics.