Purpose This article explores how service research can contribute to the creation of age-friendly and digitally enhanced services that improve the well-being of older adults. Design/methodology/approach The paper employs a conceptual and integrative approach rooted in transformative service research and the emerging literature on the longevity economy. Findings The study highlights three crucial areas for advancing service research concerning longevity challenges. Collectively, these findings suggest that the longevity economy can evolve into a transformative space where technology, inclusion and innovation intersect to boost both individual and societal value. Research limitations/implications The commentary provides advice for managers, designers and policymakers. By incorporating well-being and social value as key performance indicators, organizations can align technological advancements with responsible and sustainable development to promote active aging and well-being. Practical implications The paper provides practical advice for service managers, designers, and policymakers. By incorporating well-being and social value as key performance metrics, organizations can align technological advancements with responsible and sustainable development, ensuring that digital transformation effectively promotes active aging and enhances quality of life. Originality/value This study contributes to service research by positioning the longevity economy as a driving force for transformative and inclusive innovation in which older adults play an active role. By connecting well-being, inclusion and value creation, the paper provides a conceptual framework for understanding how the digitalization of services can yield both economic and societal benefits in the context of an aging population.