Integrated creative agency David&Goliath (D&G) has announced its new role as the Creative Agency of Record (AOR) for Finance of America, a prominent provider of home equity-based financing solutions aimed at modern retirement. D&G triumphed in a competitive pitch against several other agencies, and its collaboration with Finance of America will encompass business and brand strategy, creative development, and sustained thought leadership. The initiative is designed to inform homeowners about the crucial role of home equity in retirement, aiming to innovate the reverse mortgage sector while addressing an audience that has often been overlooked in communications—specifically individuals aged 55 and older.
“This is a tremendous opportunity to produce some of the most significant work that this category has witnessed, with the potential to enhance the lives of thousands,” stated David Angelo, founder and creative chairman of D&G. “We’re eager to assist the category leader in transforming their industry, positioning the Finance of America brand to reshape perceptions surrounding reverse mortgages by showcasing the numerous ways they can help individuals live their best lives in retirement.”
The new initiative will involve crafting brand, social, and communication strategies, along with creative ideation and the production of a comprehensive brand repositioning campaign. The first set of campaign materials is scheduled to launch in Q2 2025, focusing on how Finance of America serves as a trusted ally for those looking to unlock housing wealth in their next life chapter. As the leader in product innovation, they offer distinctive solutions to address the $14 trillion in home equity accessible to homeowners aged 55 and above. The newly established long-term platform by D&G is poised to catalyze the kind of growth that has previously been out of reach for the category.
Chris Moschner, chief marketing officer of Finance of America, remarked, “We are excited to collaborate with such a creative and talented team at D&G as we take this significant step forward for Finance of America. The marketing landscape for reverse mortgages has remained stagnant for decades, but contemporary challenges require innovative solutions and messaging. This new brand platform will elevate the category and help dismantle the barriers to reverse mortgage adoption that prevent many from fully enjoying their retirement potential.”
