Reverse Mortgages, Rewired: How New American Funding Is Turning “Old Wives’ Tales” into Big-Time Boomers’ Gold

Let’s get real about real-world finance, fam—because New American Funding (NAF) is pulling some serious marketing judo on the reverse mortgage sector. And spoiler alert: it’s not your grandma’s dusty bank flyer anymore. Meet “Old Wives,” NAF’s surprisingly fresh (and lowkey fierce) campaign designed to reimagine aging—not as a slowing down, but as a level-up. 🙌

If you thought reverse mortgages were a snooze-fest full of jargon and outdated stereotypes, NAF says: nah, let’s retire *like a boss*. 🎤

From “Hell Yeah!” to “Heck Yes, Grandma!” 👵🔥

First, some context! NAF has already made waves with its vibey forward mortgage campaign—cue neon lights and the punchy tagline: “Hell Yeah You’re Buying a Home”. It’s got streaming platforms like Hulu and Disney+ buzzing louder than a crypto bull run.

But when it comes to reverse mortgages, they chose a different arena. Forget Super Bowl ads. “Old Wives,” their reverse-centric series, focuses on authenticity over airtime—opting instead for more intimate, connective distribution via print materials and social-focused content aimed at real estate agents and brokers.

Why This Hits Different 🎯

Kevin Thomson, NAF’s executive creative director (aka the campaign’s DJ Khaled), explained the secret sauce: talk to boomers like the bosses they are—not like they need tech support to open an email. The “Retire Like a Boss” messaging is breaking the fourth wall of traditional retirement narratives.💥

“We didn’t talk to this older generation the way a lot of other brands do. We talked to them like the bosses that they are,” said Thomson in a recent RMD interview. “We’ve seen strong engagement and a strong appetite from loan officers for more of this energy.”

Reverse Innovation Isn’t Just a Backwards Button 🔄

The campaign boasts what Kevin dubs “connective tissue”—a slick tie-in between NAF’s forward and reverse messaging. Basically: Empower today’s buyers, educate tomorrow’s retirees, and win hearts from boomers and their millennial and Gen Z kids who are helping them retire smart (looking at you, sandwich generation 🥪).

This strategy could seriously reshape the perception of reverse mortgages—making them less of a “last resort” and more of a boss move in financial planning. 💼

The Market Is Ripe—Even if NAF’s Slice Is Still Small 👀

Let’s talk numbers. NAF currently nabs about 1% of U.S. forward mortgage market share. On the reverse side, they rank 19th nationally with 245 HECMs (Home Equity Conversion Mortgages) endorsed in 12 months—well behind GOAT-status leader Finance of America.

But here’s the alpha: Senior-held home equity is still flexing near $14 trillion (yep, with a T). That’s a fat vault of untapped retirement potential. 💰

Expansion Mode: Activated 🛠

NAF’s not sitting still. Shannon Robinson, senior VP of their reverse division, confirmed via RMD that the brand is stepping on the gas through strategic hiring and product diversity. NAF even offers proprietary reverse loans for seniors who don’t qualify under traditional HECM standards or need loans beyond FHA limits.

The game plan: streamline operations, deepen broker relationships, and drop more creative content (including videos before year-end) that meet customers where they are—both literally and emotionally.

“By executing on this strategy,” said Robinson, “we are confident NAF can increase its market share and become a more significant player in the reverse mortgage industry.”

So… What’s Next? 🚀

Reverse mortgages are entering their rebrand era—and not a moment too soon. With aging demographics, rising longevity, and home equity on beast mode, there’s major opportunity to innovate in how we talk about, sell, and empower lifetime wealth transfers.

Enter campaigns like “Old Wives,” backed by a company pushing creative boundaries and targeting both boomers and their digitally native children. It’s not just about marketing. It’s about rewriting the story of aging, home equity, and financial independence across generations.

If you’re still seeing reverse mortgages as boring? Update your lens, fam. The future looks flipping bold. 😎

Innovation never sleeps—especially when Grandma’s leveling up. 🧓💸

– Anita