Urban Rebrands, Changes Name to Finance of America Reverse

One of the nation’s largest reverse mortgage lenders, Urban Financial of America, has officially changed its name and will begin conducting business under the banner Finance of America Reverse, LLC.

The name change reflects the adoption of parent company, Finance of America Holdings, LLC, which this summer acquired several companies to become one of the largest non-bank mortgage originators in the U.S.

Unifying the Finance of America brands is a key step in the company establishing the diversity of its products and services available to customers, said Kristen Sieffert, president of Finance of America Reverse.

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“Finance of America will be synonymous with all types of lending, and reverse mortgages are a key component of that business,” Sieffert said in a written statement. “Changing out name also increases transparency and assists us in placing all consumers into the product that best serves their lifestyle.”

The rebrand from Urban to Finance of America Reverse is not accompanied by changes in ownership or management.

Written by Jason Oliva

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