Finance of America today launched its new brand platform, “A Better Way with FOA,” along with a nationwide advertising campaign aimed at redefining how homeowners 55 and older view home equity in retirement planning.
Developed in partnership with creative agency David&Goliath, “A Better Way with FOA” introduces a fresh tone for the brand—relatable, modern, and emotionally resonant. It highlights real-life scenarios that showcase the flexibility and impact of home equity-based solutions, encouraging viewers to rethink how they plan for the future.
“Our new campaign reflects a significant transformation in how we connect with consumers,” said Kristen Sieffert, President of Finance of America. “For millions of Americans, the home represents their largest financial asset. With more than half of the average senior’s wealth tied up in home equity, unlocking that value can offer critical flexibility—whether it’s managing market volatility, healthcare costs, or simply pursuing new chapters in life. ‘A Better Way’ is about giving today’s retirees the confidence and tools to navigate modern retirement with resilience.”
The new campaign marks a major evolution for the company as it modernizes its marketing approach and expands its reach to a new generation of consumers. Through cinematic TV spots, digital activations, and strategic out-of-home placements, Finance of America is spotlighting how reverse mortgages can be a practical and empowering alternative to traditional financial tools—like home equity loans or lines of credit.
The centerpiece of the creative features real-life-inspired stories that challenge long-standing perceptions of reverse mortgages. One poignant ad tells the story of a multigenerational household—a family juggling aging parents and their own dreams of retirement.
Through a reverse mortgage, they’re able to renovate their home to create a grandparent-friendly space and a private music studio, all without adding a monthly mortgage payment. It’s a snapshot of how tapping into home equity can support life’s evolving needs—financially and emotionally. Watch below:
“Consumers today are more open to creative financial solutions,” added Chris Moschner, Chief Marketing Officer at Finance of America. “This campaign broadens the conversation, positioning reverse mortgages not as a last resort, but as a smart, proactive choice. It also reinforces Finance of America’s role as a trusted guide—providing not just products, but education and support to empower better decisions.”
The integrated campaign spans broadcast, digital, social media, and out-of-home placements. Early test campaigns rolled out with select media partners and are now expanding to national audiences.
As the conversation around retirement shifts and consumer expectations evolve, Finance of America is meeting the moment, offering a more personalized, adaptable path to financial freedom in later life.
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