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Finance Of America Reverse Updates Its Brand Assets

Navi Persaud
Nov 12, 2021

Finance of America Reverse announced the launch of its updated brand assets with what the company says, “reflects its modern identity and impactful relationships with customers.”

Finance of America Reverse launched its new website,, and underwent a transformative brand refresh. The transformation comes as the company looks to enhance how it engages with a wide range of multigenerational homeowners to showcase its suite of modern and flexible alternative financing solutions.

FAR also introduced Gary – a fictional character that the company is using to relay its relationship with customers – as an accessible, friendly, and trusted guide.

The company introduced Gary with an initial two-minute video featuring the character, who walks viewers through the benefits of one of FAR’s newest proprietary products, EquityAvail, in addition to answering more common questions.

“Today marks a significant milestone and accomplishment for our company, and it’s the result of a multi-year effort to transform our marketing and highlight what makes us stand apart,” said Ashley Honore Smith, senior vice president of brand marketing and strategic communications at FAR.

“Since we started this work in 2018, we’ve further strengthened our brand and found more opportunities to genuinely engage with customers in a way that builds trust and confidence in both the knowledge and expertise we bring,” added Smith.

The company states that its brand refresh is speaking to the youthfulness of today's pretirees and retirees. 

According to a press release, the company states that it understands today’s pretirees and retirees are more youthful and full of life than in past generations.

“The retirement of today is not the same as it used to be, and companies in this space need to demonstrate an understanding of the contemporary customer. FAR research has shown the 'felt age' of this audience is much younger than their biological age, which means they will be receptive to a more modern, design-forward approach to communications than is typically seen in retirement marketing,” according to the release.

“When we embarked on our transformation project within FAR three years ago, we knew we needed to take that same level of innovation and weave it into our customer experience as well as the way we advertise our solutions. This meant looking beyond the confines of our industry, as we did when we created EquityAvail,” said Kristen Sieffert, president of FAR.

Nov 12, 2021
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