The policy of ‘ageing in place’; growing old at home is the current policy in Sweden. A policy that is situated in neoliberal discourses about being a responsible individual and make plans for your longevity. At the same time, l oneliness and depression continue to be critical concerns in residential care of elderly. Adding to this picture is a lack of housing for elderly in many municipalities. This study uses the case of the marketing of a new type of congregate housing for elderly in Sweden as well as the living experiences of the residents. Drawing on marketing material, interviews with politicians, representatives of the public housing company and interviews with residents. We critically analyze intersections of positive aging discourses and the neoliberal agenda of activation, responsibilization and individualization. Focusing on the question of who is narrated as the ideal type of elderly supposed to live in the housing and how the residents embody this discourse? The material reveal the use of positive ageing discourses as a way of marketing the congregate housing and targeting the ‘right’ group of healthy elderly who wants to get a second chance in life. At the same time some of the elderly embodies the discourses of being active, social and healthy while others distance themselves from the social activities. It is also evident that the congregate housing also have residents suffering from ageing disabilities making it unable for them to participate in social activities.