Tony Brancato, Chief Product Officer at Charlie Financial, joins Melissa Perri on the Product Thinking Podcast to discuss the unique challenges and opportunities in developing financial products for older Americans. With a focus on security and user-friendliness, Tony shares how Charlie Financial is reimagining banking for the senior demographic, often overlooked by tech innovations.

The conversation reveals insights into building trust with users, the role of intelligent friction in product design, and the importance of understanding user needs in product development.

Want to know how to create impactful financial products that cater to the senior market? Listen to the full episode with Tony Brancato to discover how empathy, security, and strategic product decisions are shaping the future of digital banking for older adults.

You’ll hear us talk about:

• 07:15 - Understanding Different User Needs Across Ages

Tony explains the distinct differences between 62-year-olds and 75-year-olds when it comes to digital banking needs and preferences, highlighting how product features must be tailored accordingly to meet diverse expectations.

• 12:59 - Designing Intelligent Friction to Prevent Fraud

Discover how Charlie Financial's Fraud Shield introduces strategic friction to secure transactions and empower users to prevent fraud, offering peace of mind and control over their financial activities.

• 23:12 - Measuring Success Beyond App Usage

Tony discusses how Charlie Financial measures success not just by app engagement, but by the financial health and security of its customers, emphasizing the educational aspect of their services to help users recognize and prevent scams.

Episode resources:

Charlie Financial: https://www.charlie.com/

Tony on LinkedIn: https://www.linkedin.com/in/tonybrancato/

Check our courses: https://productinstitute.com/

Check the localization report: https://lokalise.com/library/data-reports/localization-revenue-report-2025/

Timestamps:

00:00 Tony’s Journey to Charlie Financial

07:06 Feature Design and User Research for Seniors

12:57 Tackling Fraud With Empathy and Innovation

20:50 Accessibility and Simplification Strategies

30:18 Surprises, Trust, and Social Media Vulnerabilities

34:15 Fraud Trends, AI, and Closing Thoughts