Finance of America Reverse LLC (FOA) has appointed three senior executives to leadership roles across brand, communications, and product as the company works to strengthen its retirement solutions platform.
The company named Colm Murphy chief brand officer, Jordan Baucum senior vice president of communications, and Mike Urban chief product officer. FOA said the appointments are intended to help align its brand, communications, and product functions to support growth, build consumer trust, and expand retirement-focused home equity solutions.
“These hires strengthen the core of how we build and deliver for customers as we enter our next phase of growth,” said Kristen Sieffert, president of FOA. “By aligning brand, communications, and product more closely, we’re better positioned to simplify a complex category and create solutions that reflect how people approach retirement today.”
Murphy joins FOA from Publicis Groupe, where he served as global chief strategy officer for Citi. He previously held leadership roles at Bloomberg Media. Baucum brings communications and financial services experience from Customers Bank, First Republic Bank, and Chevron.
Both executives will report to Angela Tribelli, chief marketing officer at FOA, and will help lead the company’s efforts to strengthen its position as a voice in retirement planning and financial wellness.
“Our goal isn’t simply to build a stronger brand,” Tribelli said. “It’s to help Americans better understand the role home equity can play in retirement and ensure they have access to clear, transparent information when making important financial decisions.”
Urban joins FOA as chief product officer after serving in leadership roles at Best Egg and Barclaycard. Reporting to Chief Information Officer Brian Conneen, Urban will oversee product strategy and execution with a focus on accelerating innovation and expanding the company’s retirement solutions platform.
“Mike has built his career turning strategy into execution in fast-moving environments,” Conneen said. “He brings the right combination of vision and discipline to help us scale our product organization and deliver practical, innovative solutions that improve how customers access and use their home equity.”
The appointments come as Finance of America continues to expand its retirement solutions platform and focus on helping consumers access home equity as part of their retirement planning.
