Investor Spotlight: James Hueston from Primetime

This week, I had the privilege of interviewing James Hueston at Primetime Partners. Primetime Partners is an early-stage VC fund focused exclusively on technology companies and founders that better the lives of older adults and those who care for them. Grab a coffee and join me in diving into James’s thoughts on AgeTech trends and AgeTech NYC!

— Sarah Richard

P.S. - If you’re an AgeTech founder, investor, or operator based in the NYC area, please consider joining us at August’s AgeTech NYC event, hosted by Brian Geyser at Maplewood Senior Living.

Can you start by telling us about your background and how you got involved with Primetime?

James Hueston: Absolutely. I’ve been with the Primetime team for about two years now. Before that, I was at another early-stage venture capital fund, NTT Venture Capital, based in Palo Alto. I lived in San Francisco for about a year and a half and worked there for about two and a half years. Before that, I studied economics and physics at Vassar College. My interest in AgeTech was largely driven by my economics background and my parents. I saw the demographic shift in Japan and its impacts and realized the US was similarly unprepared. My parents’ aging challenges further fueled my passion for this sector.

Can you tell us more about Primetime and its mission?

James Hueston: Primetime is the largest venture fund focused exclusively on the AgeTech space. Our first fund was $50 million, and our second fund, is $60 million. We made 36 investments from the first fund and have already made our first investment from the second fund. We partner primarily at the seed and Series A stages, though we occasionally write very early pre-seed checks or go later for exceptional opportunities. The fund was founded by Abby Levy and Alan Patricof, both of whom have deep personal and professional connections to the aging space. Abby previously founded Thrive Global with Arianna Huffington, and Alan is a VC pioneer having founded both APAX and Greycroft. 

What are some of the key trends in AgeTech that you’re excited about?

James Hueston: At Primetime, we’ve identified six main themes: reducing the cost of healthcare for older adults, expanding care capacity, increasing health access and engagement, supporting post-acute and care in the home, ensuring financial longevity, and connecting and aggregating older adult audiences. Additionally, we see the modern workforce as a critical area. Many older adults want to stay engaged in the workforce, and there’s a tremendous amount of institutional knowledge that needs better platforms for transfer.

You’ve been a significant advocate for the AgeTech NYC community. How do you view the AgeTech scene in New York?

James Hueston: New York is a fantastic place for AgeTech due to the high density of stakeholders dedicated to aging. The New York State Office for the Aging, led by Greg Olsen, is forward-thinking, and the city’s office is equally influential. We also have leading research institutions like Columbia and NYU, a robust hospital ecosystem, and a range of senior living facilities. The tech scene here is vibrant, making it a great place to build AgeTech companies. A third of our portfolio companies are based in New York, reflecting the city’s strength in this space.

You hosted our recent AgeTech NYC meetup. How did that go from your perspective?

James Hueston: It was fantastic. Despite being in July, a normally slower time for NYC, we had over 50 attendees, showcasing the strong interest in AgeTech. The diversity was impressive—tech entrepreneurs, investors, foundation representatives, and even people not yet in AgeTech but interested in joining. The energy was palpable, and the conversations were continuous. It’s a very collaborative and friendly community.

What are you excited about for AgeTech in NYC in the coming months? 

James Hueston: I’d love to see us professionalize what’s already happening in the AgeTech community. Sarah’s idea of an AgeTech NYC Living Lab is brilliant. My advice to founders is to reach out to those already innovating in the space—this community is incredibly collaborative. Lastly, Primetime is always looking to develop relationships, so don’t hesitate to reach out even if you’re at an early stage.

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