General World News

NAF’s reverse division looks to tell new product stories with ‘Old Wives’


The reverse mortgage industry is no stranger to novel marketing campaigns, and it has often made use of celebrity spokespeople to drum up conversation about its products.

While consistency can count for a lot when it comes to marketing and messaging, novelty can also be a path toward greater engagement. New American Funding (NAF) is aiming to find a different path to communicate the potential benefits of a reverse mortgage.

Making use of emerging technologies including generative artificial intelligence (AI), NAF has launched a marketing campaign called “Old Wives” that seeks to show how potential details ⇒

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