by Julie Matzen, Co-Founder of Boarderline
At 49, I’ve been quietly panicking about my future.
I have spent decades in advertising and PR —first in big agencies, then building my own boutique digital ad and production shop. I love the work. I love my clients. But a creeping fear began to settle in: Was I aging out of the industry I loved being a part of?
And retirement? What does that even look like when your business is your identity and your IP doesn’t exactly come with a buyout?
I don’t like being the older woman on client calls, trying to stay relevant while a dozen Gen Z marketers breeze through AI-generated insights, even though I know the same tools and use them, but perception can be reality. But I have to say, on every call with folks under 30, I tend to conveniently have Zoom, Teams, browser, and sharing screens issues. Ugh.
From Panic to Platform
So, I did what any panicked, practical Gen X’er would do: I built something new. Together with my business partner Holly Kissinger (she’s 44 and teetering on Gen X/Millennial), we created Boarderline. At first, it was a practical idea —a platform where small and mid-sized businesses could access experienced consultants without the traditional agency retainer.
It was our version of an e-commerce play. Something with residual value. After all, agencies are notoriously hard to sell. Boarderline felt like a smart path forward—an asset we could build and scale while creating a softer landing for the eventual
retirement.
But something unexpected happened.
A Flood of Talent We Didn’t Anticipate
As we started pitching consultants to the platform, they started pitching us to be a part of the platform. Throughout this process, I found myself reconnecting with old agency colleagues—people I deeply respected. People who had been creative directors, EVPs, heads of strategy. People I had once viewed as untouchable. And they were all… available.
Not because they wanted to be, but because they’d been phased out—labeled too senior, too expensive, perceived to be too analog for the AI-fueled pace of the modern agency world.
It hit me hard. These were the same people who once ran the show. Who built award-
winning campaigns? Who mentored entire departments? Now, they were in career
limbo. Not ready to retire, but not willing to shrink into roles that didn’t value their
perspective.
And they were looking for a new kind of home. One where wisdom wasn’t seen as
outdated. One where experience was still currency.
That’s when we realized Boarderline was never just a platform. It was a movement.
Redefining the Agency Model
We’re not building another agency. We’re dismantling the parts that no longer serve.
Boarderline is designed for the next generation of work. A place where seasoned pros can step into independent consulting without starting from scratch. Without building a website. Without pitching themselves into the void. We give them the runway to land clients, collaborate with other experts, and build a sustainable business around what they know—not just what they do.
And for companies, our customers? Boarderline becomes the boardroom they wish they had. A place to tap into real C-suite thinking without having to staff a full-time CMO, CFO, or COO. No overhead. No fluff. Just real, strategic insight—on demand.
Gen Z Is Fast. Gen X Is Ready.
Let’s be honest. Your team might be younger, faster with AI tools, and able to automate like never before. That’s powerful. But speed without direction is noise.
What today’s founders, entrepreneurs, and brand leaders need is strategy. Critical thinking. Pattern recognition. The ability to see around corners and anticipate what’s coming next, not just what’s trending today.
That’s what experience buys you.
You can automate execution. You can outsource media buying. But when it comes to gut-checking a business model, refining your brand architecture, or navigating a crisis?
You’ll want someone who’s lived through it before.
I no longer fear the future. I’m building it with people I trust, admire, and who still have so much to offer. We’re not clinging to what was. We’re creating what’s next. You can check out the future at theboarderline.co
About the Author:
Julie Matzen is the co-founder of Boarderline and founder of the MayDay Agency.
In 2013, Julie launched the Mayday Agency, a digital advertising powerhouse known for transforming brand strategies—handling everything from creative ideation to production and media buying. Flash forward to 2024 with Boarderline, Julie is on a mission to empower start-up owners by connecting them with expert Advisors to tackle their most pressing marketing and business challenges. Recognizing that smaller businesses often lack access to big-budget campaigns, Julie co-founded Boarderline to level the playing field and provide small business owners with the guidance they need to thrive.
Julie received her Bachelor’s degree in Marketing Communications from the Fashion Institute of Technology in New York City and her Executive MBA from Pepperdine University.
Julie has worked with prestigious brands including Oura, Natural Cycles, Yale Smart Locks, Lagree Fitness, Cricut, Sandisk, and Sherwin-Williams, among many others. A testament to her 25+ years of experience in marketing and branding, Julie has been featured in BusinessWire and American Express Blog, among other top-tier outlets.
Chicago-born and bred, Julie lives just outside the city with her husband and son.
