Dallas’ Prime Women Media, which creates content for women 50 and older, announced it’s buying The First Line’s website. The move is designed to continue building an audience for Prime Women’s expanding portfolio.

Prime Women Media offers articles written “by prime women for prime women,” which includes fashion, travel, fitness, beauty, finances, and entertainment. The media company’s future growth plans involve adding video content, a relaunch of weight loss program PLATE, and a lifestyle/cooking TV show, according to a statement.

The Fine Line’s target audience is one of the most engaged and informed online consumer groups, according to Prime Women Media co-founder and CEO Dorthy Shore.

“We are the digital source for experienced, successful and curious women who control a net worth of more than $19 trillion,” Shore said in a statement. “For many years, there was nothing online that catered to women like me who wanted the best in fashion, travel, fitness, beauty, business and finance insights.”

Prime Women Media was co-founded by Shore, an entrepreneur and ad agency owner, and Valerie Freeman, CEO of Imprimis, in 2014 as a resource for women who they viewed as aging differently and breaking through new barriers. “Our demographic doesn’t just want to live longer; we want to live life to the fullest,” said Shore.

“Our experienced female demographic is invested, connected, active, demanding and delighted by what’s new and what’s next,” she added. “This generation of successful women will be defined by what they continue to create and inspire.”