Names containing a verb in the imperative tend to stick, because they tell the reader what to do rather than describing what the company is. That small structural advantage compounds across every headline and advert a brand ever runs. Retire Actively is an instruction, and it’s aimed at a market with money. Retirees today are healthier, wealthier and more mobile than any previous cohort, supporting an economy of travel operators, fitness programmes, part-time work platforms, financial products and residential communities built around staying busy.