📌 Project Overview

Project: Seniority, a digital publication by Finance of America Reverse
Role: Managing Editor
Timeline: 2021–2023

🔍 The Challenge:

The term "reverse mortgage" elicits an instant negative reaction from a majority of consumers. However, after that first reaction, customers who are given basic facts and information about reverse mortgage products are much more willing to consider one for themselves.  

🎯 The Strategy

Before even mentioning the words reverse mortgage, we wanted to position Finance of America Reverse as a thought leader and source of helpful financial and retirement planning information. We selected topics based on competitor and google search information and distributed our content through SEO, Facebook, and newsletters. 

🛠️ Execution

• Hired and managed a team of freelance writers and editors

• Oversaw CMS implementation, UX recommendations, and taxonomy design

• Produced 60+ longform articles and guides in the first year

• Directed photography, layout, and voice across all content

• Created email newsletter copy and coordinated cross-channel distribution

📈 Results & Impact

• Seniority became the main traffic driver to the Finance of America Reverse website reaching 70,000 organic visits in its top month.

• Provided sales enablement materials for advisors and internal teams

• Built trust with a skeptical audience through high-quality educational content

• Positioned the brand as a thoughtful partner in retirement conversations