MAGDA – when digital technology becomes a friend of the elderly

MAGDA is the result of a collaboration between Symbiosis Genesis and BTC d.d. and was created with a very clear goal - to digitally empower older people and give them a tool with which to confidently enter the digital world.

About the initiative

Launched in 2021, MAGDA is Slovenia's first free mobile application specifically designed for older people. It was developed in response to the challenges of an ageing and increasingly digital society, with the aim of improving access to information, strengthening digital skills and supporting the independence and social inclusion of older people.

MAGDA is not just another application. It is an example of how digital solutions can become truly human, accessible and useful.

• Clear, simple and personalised use – because the content is designed with older users in mind.
• High societal value – reduces isolation, the information gap and digital fear.
• It strengthens digital competences – unobtrusively, gradually and at a pace determined by the user himself.
• Created together with users – older people have co-created functionalities, appearance and user path.

This is not a digital solution made “for them”, but together with them.

MAGDA collects key content in one place and presents it so that everyone can learn how to use it. In the application we find:

•  SOS numbers : In times of urgency, every click is important. MAGDA provides immediate access to important contacts, giving older people a sense of security.
• News: The app provides up-to-date information, explanations and advice that is relevant and understandable – without complicated web searches.
• Info point: Service providers are gathered here, from pharmacies to libraries and transports. The user can simply call or start navigating to the selected location.
• Classroom: One of the most powerful elements of the application. The classroom offers video and text lessons on the use of smartphone, computer, internet and everyday digital tasks. Everything is explained slowly, clearly and comprehensibly. This is a place where older people strengthen their digital competences – without pressure and without fear of doing “what's wrong”.
• Gym: Tailored exercises that can be performed at home. With this, MAGDA also addresses physical health and maintenance of mobility.
• Radio: Access radio stations directly from the application. For many users, this is the first digital service to befriend.
• Events: Overview of workshops, meetings and activities for older people across Slovenia. MAGDA connects people, not just technology.

The impact of MAGDA on digital competences

MAGDA has a significant and very concrete impact on the development of digital competences of older people. With its friendly, transparent and safe design, it allows older people to use smart devices more independently and with less fear of errors. The user can progress gradually, as the application stimulates learning at the pace that suits him and strengthens his confidence in his own abilities. In addition, MAGDA facilitates access to information, digital services and social events, which contributes to greater inclusion in the modern digital environment. Supporting the principles of lifelong learning, it helps older people to remain active, curious and connected to the environment, resulting in greater self-confidence and a sense that they are also part of the digital society.

Key milestones and achievements

Since its launch, MAGDA has continuously evolved in response to the needs and experiences of its users. Some of its key milestones include:

• 2021 – Launch of MAGDA: The first free Slovenian mobile application specifically designed for older people was introduced during the COVID-19 period, when social isolation and limited access to information and services highlighted the importance of digital inclusion.
• Continuous co-creation with older users: From the beginning, older people have been actively involved in the development of MAGDA, contributing their ideas, needs and feedback to the application's content and functionalities.
• Continuous upgrades: Over the years, the application has been updated and expanded with new functionalities and improvements to its design and user experience.
• 2025 – Five years of MAGDA: MAGDA celebrated its fifth anniversary, marking five years of supporting the digital inclusion, independence and active participation of older people.
• More than 10,000 users: By its fifth anniversary, MAGDA was being used by more than 10,000 people, demonstrating the continued demand for accessible digital solutions tailored to older generations.
• 2026 – Expansion to the web: MAGDA was further developed with a new web platform, making its educational, recreational and other content accessible on larger computer screens as well as through the mobile application. Today, MAGDA connects more than 11,000 users across Slovenia.

The development of MAGDA therefore demonstrates a shift from a mobile application created in response to an immediate societal need into a broader digital platform supporting lifelong learning, digital inclusion and active ageing

Why is it good practice?

As a digital solution, MAGDA is an excellent example of how future technologies – accessible, inclusive, easy to use and designed in close cooperation with users – should be designed. Their empowerment is at the forefront, which places the project among socially responsible and long-term sustainable good practices. MAGDA is proof that digital transformation is not only for younger or technically skilled individuals; On the contrary, with understanding, empathy and a thoughtful approach, digital tools can connect generations and offer support to everyone who needs it. When technology is created with the heart and true understanding of the user, it is quickly felt by those who use it — and that is why MAGDA stands out as an inspiring success story.

More information about the initiative is available on the official MAGDA website.