In a strategic pivot, Finance of America (FOA) is redefining the perception of reverse mortgages through its new campaign "A Better Way with FOA." CEO Graham Fleming emphasizes the importance of moving these products from marginal to mainstream status for homeowners 55 and older. The company remains committed to its unique product offerings, including the HomeSafe Second, while focusing on a storytelling approach in their marketing, moving away from celebrity endorsements to resonate more closely with real-life aspirations of customers. This shift aims to normalize reverse mortgages and improve overall industry perception.
We are redefining how reverse mortgages are understood, moving the product from the margins into the mainstream as a flexible, forward-looking financial planning tool for homeowners 55 and up, Fleming said.
This campaign marks a shift away from traditional celebrity endorsement toward storytelling that reflects real life goals and aspirations of today's homeowners, she said.
The more we can normalize reverse mortgages and make them mainstream, the better it is going to be for this industry, this category and Finance of America, Smith said.
Through the ability to introduce new products to address emerging needs, we are able to better serve our customers.
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