Finance of America Reverse (FAR) is one of the largest and most established reverse mortgage lenders in the United States. Headquartered in Tulsa, Oklahoma, FAR is licensed to originate HECM loans in all 50 states, with its proprietary reverse mortgage products approved in roughly 25 states, depending on state regulations and product type.

Leadership

The company’s senior leadership includes:

• Kristen Sieffert, President

• Susan Anthony, Chief Operating Officer

• Sherry Apanay, Chief Development Officer

2025 Market Position

According to national endorsement data for 2025, FAR remains the #2 reverse mortgage lender in the country:

• 4,092 loans in 2025

• 4,440 loans in 2024 (–8% year-over-year)

• 19.7% national market share, compared with 22.9% in 2024

• Production remains heavily concentrated in California, the top state for most major lenders

Despite a modest decline in annual volume, FAR continues to originate nearly one in five reverse mortgages nationwide, solidifying its status as a dominant industry participant.

Source: https://www.rminsight.net/wp-content/uploads/2025/10/Lenders_202509.pdf

Company Origins and Evolution

FAR’s roots date back to Urban Financial Group, founded in 2003. Urban quickly grew into a national presence, ranking among the top five lenders within a decade. In 2013, the company was sold by Knight Capital Group to a private investment firm in a transaction valued at roughly $80 million.

Throughout 2013 and 2014, the company rebranded as Urban Financial of America, strengthening its online and wholesale presence. Urban operated the largest wholesale reverse mortgage division in the industry at the time.

In 2015, the company’s parent began operating under the broader Finance of America Holdings umbrella, integrating multiple mortgage and lending businesses. Later that year, Urban adopted its current name, Finance of America Reverse (FAR), to unify branding across the organization and better reflect its national reach and diversified lending capabilities.

Innovation and the HomeSafe Product Suite

A defining moment for the company was the introduction of its proprietary reverse mortgage line, HomeSafe, in 2014. This product helped revive the post-crisis jumbo reverse mortgage market and offered significantly higher loan limits than the FHA-insured HECM program.

Over time, FAR expanded HomeSafe into one of the most comprehensive proprietary platforms in the industry:

• HomeSafe Standard – the original jumbo reverse mortgage

• HomeSafe Flex – added in 2018, offering flexible-access features

• HomeSafe Second – introduced in 2018, the first second-lien proprietary reverse mortgage in the U.S.

• HomeSafe Select – a proprietary reverse mortgage HELOC

• HomeSafe for Purchase – allowing high-value homebuyers to use proprietary financing for purchase transactions

The HomeSafe Second Mortgage, updated and reintroduced in recent years, allows homeowners to retain an existing forward mortgage and access additional equity through a second-lien non-recourse reverse mortgage — a unique offering in the current marketplace.

Relationship with AAG and Acquisition of Marketing Assets

In 2018, American Advisors Group (AAG) partnered with FAR to distribute HomeSafe products under AAG-branded names such as “AAG Advantage.” This expanded FAR’s proprietary loan volume and brought greater visibility to the jumbo market segment.

As the reverse mortgage industry consolidated, FAR acquired key AAG assets, including:

• AAG’s national marketing materials

• Rights to the well-known Tom Selleck television campaigns

• Digital lead generation platforms and consumer-facing branding assets

This acquisition dramatically strengthened FAR’s national marketing footprint and positioned it as the successor to the largest retail brand in reverse mortgages.

Current Product Offerings (2025)

FAR offers both government-insured and proprietary products:

HECM Reverse Mortgages

• Fixed-rate or adjustable

• Line-of-credit, lump sum, monthly payments

• HECM for Purchase

• HECM-to-HECM refinancing

Proprietary HomeSafe Reverse Mortgages

Available to eligible borrowers (typically age 60+ depending on state):

• HomeSafe Standard (jumbo)

• HomeSafe Flex

• HomeSafe Second Mortgage

• HomeSafe Select (proprietary HELOC)

• HomeSafe for Purchase

HomeSafe loans offer higher lending limits than HECM, expanded property eligibility, and no mortgage insurance premium.

Summary

FAR has evolved from a regional lender into one of the most influential reverse mortgage companies in the country. With nationwide HECM licensing, a robust and continually updated suite of proprietary reverse mortgage products, and increased brand visibility through its acquisition of AAG’s marketing assets — including the iconic Tom Selleck campaign — FAR remains a cornerstone of the reverse mortgage industry in 2025.

Its broad distribution channels, long history of proprietary product innovation, and position as the #2 lender by national volume solidify FAR as one of the most significant players in both the traditional HECM and private reverse mortgage markets.