FAR Adds Hart as Senior Director of Marketing Intelligence

Top reverse mortgage lender Finance of America Reverse (FAR) announced the appointment of Naomi Hart as Senior Director of Marketing Intelligence, which will require her to focus on enhancing digital consumer engagement processes, while also expanding the audiences for them. This is according to an announcement from FAR released on Tuesday.

Hart, who will report to FAR’s Head of Marketing and Communications Ashley Smith, previously served at the National Council on Aging (NCOA) as senior director of digital product and marketing strategy, where she applied predictive data to create comprehensive educational programs to help more Americans understand aging, and expanded the organization’s services and information offerings.

Naomi Hart

She also served at the World Bank as a knowledge management consultant, and at National Aeronautics and Space Administration (NASA) through a fellowship grant from the Ames Research Center in Mountain View, Calif.

“FAR exists to help people live their fullest in retirement by harnessing their greatest asset, their home. The addition of Naomi to our team underscores this purpose as she takes on key drivers of bringing the strategic vision to life—research insights and marketing performance,” said Smith in the hiring announcement. “She brings a wealth of digital experience and a deep understanding of how people think about aging and longevity challenges and opportunities, so Naomi is a perfect fit for FAR and our mission. I am thrilled to have her here.”

For Hart’s part, she has embraced a wider definition of the solutions that can be provided by FAR, seeing the company as encompassing home-based retirement solutions that may not always correlate to a specific product category, she said.

“FAR is more than reverse mortgages,” Hart said. “I see us as part of an emerging social enterprise with the idea that both economic and societal transformation is tied to doing well by doing good for people. Equity products will be a tool in the toolkit we use to build something that has the agility to address both the immediate and future needs of our potential clients. We want to work with people early on and be in this for the long haul – no matter what comes our way.”

Hart is a graduate of the University of California at Santa Cruz with a Bachelor of Arts in World Literature and Cultural Studies, and earned a Master’s degree from San Jose State University in English Language and Literature. Hart also holds a Graduate Certificate in Big Data and Social Analytics from the Massachusetts Institute of Technology (MIT).

According to Home Equity Conversion Mortgage (HECM) endorsement data compiled by Reverse Market Insight (RMI), FAR is currently ranked as the third-largest reverse mortgage lender in the industry, with 4,799 endorsements across the 12-month period ending in April 2021.

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