The over-50s group Saga is set to be one of the most popular stock market floats in years and more than 700,000 of its customers have already expressed an interest in buying ahead of the deadline to apply on Tuesday.
The company wants more customers to invest. Andrew Goodsell, executive chairman, said: "We want customers and employees at the heart of our company."
Is it likely to be a good investment? Gavin Oldham of The Share Centre said: "As the proportion of the population over 50 is expected to increase significantly over the coming years, there should be plenty of opportunity for growth in all areas of Saga's business."
Michael Hewson of CMC Markets said: "Saga is in an ideal position to benefit from the grey pound sector of the economy, particularly as a result of the recent pension changes announced by the Chancellor in the latest UK budget."
The minimum investment is £1,000 and applications must be received by 11.59pm on 20 May. Find out more at saga.co.uk/shares or by calling 0800 015 5429.