David&Goliath (D&G) has been tapped as Creative Agency of Record (AOR) for Finance of America, a leader in home equity-based financing solutions. The win signals a bold shift in how the often-misunderstood reverse mortgage category will be marketed to homeowners aged 55 and older.
The assignment includes brand strategy, creative development, and a full 360° repositioning campaign designed to educate and empower the modern retiree. The new work is set to launch in Q2 and aims to spotlight the critical role home equity can play in helping Americans live their best lives in retirement.
“We have an enormous opportunity to create some of the most impactful work this category has seen,” said David Angelo, Founder and Creative Chairman of D&G. “We’re excited to help transform perceptions of reverse mortgages by showing how they can unlock possibility, purpose—and peace of mind—for people entering their next chapter.”
With more than $14 trillion in home equity held by homeowners 55 and over, Finance of America sees a major opportunity to reframe the conversation around retirement and financial freedom. D&G’s upcoming campaign will highlight Finance of America’s trusted position as an innovator in the space, offering solutions that reflect the realities of aging in today’s world, where retirement looks a lot more like reinvention.
“The reverse mortgage marketing paradigm has stayed the same for decades,” commented Chris Moschner, Chief Marketing Officer at Finance of America. “Modern times call for modern messaging. This new brand platform will elevate the entire category and break through adoption barriers that have kept too many people from enjoying the full potential of their retirement.”
Along with strategy and creative development, D&G will also lead social, digital, and thought leadership efforts as the brand looks to drive meaningful category growth and connect with a previously overlooked audience—one that’s vibrant, experienced, and ready to rethink what retirement can really be.
REELated:
David&Goliath welcomes Britt Wilen as GCD
