Finance of America announces three new hires to drive brand, product alignment

June 23, 2026 - 20:57

Finance of America has announced the hiring of three senior executives to lead its brand, communications, and product strategy. The moves come as the company pushes deeper into retirement home equity solutions, aiming to better align its messaging with its growing product lineup.

The new hires include a chief brand officer, a head of communications, and a senior product leader. Each will focus on sharpening how the company presents itself to homeowners aged 62 and older, a demographic that increasingly relies on home equity to fund retirement. The appointments signal a shift toward more coordinated marketing and product development under one unified strategy.

The company has been expanding its reverse mortgage and home equity conversion offerings in recent quarters. By bringing in experienced leaders from outside the organization, Finance of America hopes to streamline how those products are marketed and delivered. The goal is to make the customer journey clearer, from initial awareness through closing.

Industry observers note that the retirement lending space is becoming more competitive, with traditional lenders and fintech startups both chasing the same older borrowers. Finance of America's latest hires suggest it intends to differentiate itself through stronger brand identity and more intentional product design, rather than relying solely on rate or fee advantages.

The new executives are expected to start in the coming weeks. Their roles will report directly to the company's chief executive, reflecting the priority placed on this realignment.