“We’re not a social impact firm,” said Abby Levy, managing partner and co-founder for the early venture investment firm Primetime Partners. “However, if we don’t have social impact, we’re not doing our job right. I like to call it profit with a purpose.”

Levy and veteran investor Alan Patricof are defining a new investment niche. Their company Primetime Partners provides seed and early-stage venture capital to founders focused on an underserved, trillion-dollar global market — aging.

“We’re interested in some pretty big themes, such as the financial security of older adults,” said Levy, adding that half of Americans are projected to run out of money before they die. “We’re focused on care coordination because there are 50 million unpaid family caregivers