The MUST Study, sponsored by Rutgers University, aims to develop a web-based cognitive training intervention targeting executive control in cognitively healthy older adults. This demographic is increasingly relevant due to the growing aging population and the associated risk of cognitive decline and Alzheimer's disease. The study's focus on a digital intervention aligns with current trends in telehealth and digital therapeutics, presenting potential commercial opportunities in the cognitive health market. If successful, the findings could lead to scalable cognitive training solutions, positioning Rutgers and its collaborators as leaders in the cognitive health space. The involvement of the National Institute on Aging (NIA) adds credibility and may facilitate future funding or partnerships. However, competition from existing cognitive training platforms and emerging digital health solutions must be considered during market entry strategies.