{"id":59381,"date":"2025-03-15T03:00:10","date_gmt":"2025-03-15T02:00:10","guid":{"rendered":"https:\/\/housesmarketplace.com\/foas-kristen-sieffert-talks-about-growing-the-business-in-2025\/"},"modified":"2025-03-15T03:00:10","modified_gmt":"2025-03-15T02:00:10","slug":"foas-kristen-sieffert-talks-about-growing-the-business-in-2025","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/foas-kristen-sieffert-talks-about-growing-the-business-in-2025\/","title":{"rendered":"\u041a\u0440\u0438\u0441\u0442\u0435\u043d \u0421\u0438\u0444\u0444\u0435\u0440\u0442 \u0438\u0437 FOA \u0440\u0430\u0441\u0441\u043a\u0430\u0437\u044b\u0432\u0430\u0435\u0442 \u043e \u0440\u0430\u0437\u0432\u0438\u0442\u0438\u0438 \u0431\u0438\u0437\u043d\u0435\u0441\u0430 \u0432 2025 \u0433\u043e\u0434\u0443"},"content":{"rendered":"
\n

Despite a drop in overall profitability in the fourth quarter of 2024, FOA, one of the nation\u2019s leading reverse mortgage lenders, remains optimistic about the total addressable market for home equity-based retirement products and will continue to develop its offerings in 2025.<\/p>\n

This was some of the perspective shared this week by Kristen Sieffert<\/a>, president of Finance of America<\/strong><\/a> (FOA) when the company presented its earnings results<\/a> for the fourth quarter and full year.<\/p>\n

Sieffert called 2024 a \u201csignificant period of strategic alignment\u201d for the company, citing the unification of its disparate brands<\/a> under a single banner, and the challenges she said were overcome as it processed the particulars of its acquisition of American Advisors Group<\/a><\/strong> (AAG), the industry\u2019s former leading player.<\/p>\n

She cited the full integration of the companies\u2019 retail platforms, and the expansion of the proprietary second-lien reverse mortgage product<\/a> to become a key fixture of the company\u2019s strategy including by making it available to wholesale partners.<\/p>\n

\"Kristen
Kristen Sieffert<\/figcaption><\/figure>\n

\u201cWe also overhauled our data and reporting infrastructure using an A.I. driven tool, enabling us to capitalize on trends that drive performance,\u201d she said. \u201cThese milestones, combined with successful execution of our remaining operational initiatives, positioned us to close 2024 with our largest production month since 2022.\u201d<\/p>\n

Growth in 2025 will come from additional optimization of business channels, she explained, and a \u201cfocus on areas with significant upside opportunities.\u201d<\/p>\n

She cited the recent appointment of two new employees to the executive team<\/a> \u2014 Brian Conneen as chief information officer and Karime Benaissa as chief customer officer \u2014 saying \u201ctheir leadership will be pivotal in enhancing the customer journey and enabling us [to] more meaningfully tap into the $14 trillion senior home equity market.\u201d<\/p>\n

The demand for loans among homeowners at or over the age of 55 represents more than 31% of all second-lien originations in 2023, she said, which indicates the potential of the \u201cHomeSafe Second\u201d product.<\/p>\n

Sieffert said that while the potential for their involvement in second-lien originations remains high, getting to their goals is another story. FOA\u2019s second-lien product accounted for only one tenth of 1% of total second-lien lending to the senior demographic.<\/p>\n

\u201cThis highlights the enormous opportunity ahead by capturing even a small fraction of this market through our digital transformation, expanded partnerships with traditional lenders and modernized advertising campaign and brand platform launching in Q2 this year,\u201d she said.<\/p>\n

Despite continuing to operate in a \u201cchallenging\u201d mortgage market environment, FOA remains optimistic about its prospects in the years ahead, she added.<\/p>\n

During the Q&A portion of the call, Sieffert also elaborated on the transition the company is planning for<\/a> in its marketing approach.<\/p>\n

\u201cWe\u2019ve invested quite heavily in consumer research to really understand how to better reach the total addressable market that exists,\u201d she said. \u201cWe\u2019ve been working over the last year now on a complete advertising and brand platform transition, [which] goes live in Q2. We\u2019ll be fully migrating away from our legacy advertising campaigns into the new campaigns in the summer.\u201d<\/p>\n

That transition is expected to be complete by June, she explained, attributing upside potential to it by moving beyond FOA\u2019s more traditional approaches, particularly on television.<\/p>\n

\u201cWe see a huge amount of upside there to really optimize the amount of investment that we\u2019re making in marketing across the funnel,\u201d she said.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Despite a drop in overall profitability in the fourth quarter of 2024, FOA, one of the nation\u2019s leading reverse mortgage lenders, remains optimistic about the total addressable market for home equity-based retirement products and will continue to develop its offerings in 2025. This was some of the perspective shared this week by Kristen Sieffert, president […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-59381","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nFOA\u2019s Kristen Sieffert talks about growing the business in 2025 - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.trio-tv.com\/ru\/foas-kristen-sieffert-talks-about-growing-the-business-in-2025\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOA\u2019s Kristen Sieffert talks about growing the business in 2025 - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"Despite a drop in overall profitability in the fourth quarter of 2024, FOA, one of the nation\u2019s leading reverse mortgage lenders, remains optimistic about the total addressable market for home equity-based retirement products and will continue to develop its offerings in 2025. 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