Holidays to insurance company Saga has been put up for sale for a figure that could be in excess of £1bn.
Saga has more than two million customers
The family run firm, which targets the over-50s, is being sold after chairman Roger De Haan announced his retirement.
The De Haan family has appointed investment bank UBS to advise on the best way forward, which may include a stock market flotation.
Kent-based Saga also has a best-selling magazine, offers health advice, and runs a number of radio stations.
Although the company has not put a figure on its value, analysts say it could be worth more than £1bn.
Andrew Goodsell, who is stepping up as deputy manager at Saga, said: "We've looking at everything from an initial public offering (IPO) through venture capital, to a trade sale."
Saga was founded in 1951 as a single hotel in Folkestone.
Today specialising in a wealth of services for the over-50s, it has more than two million UK customers.
It made a pre-tax profit of £48m in the 12 months to 31 January, a 35% increase on the previous year.