In this episode of the Building Great Tech podcast, hosts Simon Hook and Anastasija Krysa delve into a crucial yet often overlooked market segment: older users. With an astonishing $100 billion left untapped by tech companies each year, the duo explores the immense wealth and spending power held by senior citizens. They discuss the psychological barriers that lead tech companies to neglect this demographic and share insights on how to create inclusive, age-friendly experiences without the need for massive redesigns. Through engaging anecdotes and practical advice, Simon and Anastasija highlight the importance of catering to older users, revealing how doing so can unlock significant growth opportunities for tech businesses. Tune in to discover how to make your platform more accessible and appealing to this vital audience. Anastasija highlights the significant wealth held by older generations, noting that Baby Boomers and Gen X together control about 78% of total household wealth in the US, emphasising the missed opportunity for tech companies to tap into this lucrative market. Simon shares his observations of how older users interact with technology, illustrating the challenges they face, such as understanding interactive elements and navigating interfaces, which can lead to frustration and confusion. Anastasija discusses her mother's successful use of an AI language learning app, demonstrating that when technology is designed well, it can effectively cater to older users, debunking the myth that they cannot adapt to modern tools. Follow us on Linkedin! https://www.linkedin.com/in/anastasijakrysa/ https://www.linkedin.com/in/simonvhook/ Building Great Tech is the podcast that helps mission-driven tech businesses become more profitable and customer-focused. Whether you're just starting out or optimising what you’ve already built, each episode helps you drive conversion, retention, and real business growth. We dive into customer-focused strategies, killer product experiences, ethical tech, team dynamics, and smart roadmaps. Expect expert interviews, startup case studies, and practical advice to help make your tech profitable, scalable, and deeply aligned with your mission. Build better tech. Serve more customers. Scale with purpose.