When people don’t like you, it’s either because your really suck, or because you’re misunderstood. Case in point: reverse mortgages. In times when securing retirement is harder than ever, we tackled the Herculean task of clearing up the negative noise with honesty and no BS clarity, empathy, and general user-friendliness.

For Finance of America Reverse, we got to work on transforming their brand from the US' 2nd largest wholesale lender to THE retirement lifestyle brand, including making one most-disliked financial sub-sectors a lot more palatable. Assets so far: a TV campaign and explainer videos for four products, new website, social media, and more.

I also coined the term “pretirement”, a lifestyle defined by easing into retirement sooner and having more time for the things that matter.

EquityAvail 30 sec. "Pat & Virginia"

EquityAvail 60 sec.

EquityAvail 30 sec. "Marie"

EquityAvail 30 sec. "Rick"

Website Redesign

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