Top-10 reverse mortgage lender One Reverse Mortgage, a division of Quicken Loans, has partnered with the fledgling baby boomer-focused webiste Older Not Dead.com.

The site, which says it is directed at the already immense, and rapidly growing, baby boomer generation, promotes the premise: “You’re just older. You’re not dead.”

The One Reverse partnership formed based on work its parent Quicken Loans has done with another site, Fathead, under the same owner. Mickey Charles, who is also president and CEO of The Sports Network, which receives 1.7 million visitors monthly, according to data from Quantcast, has several sites under way, including the new boomer-facing site. One Reverse advertises on the site, provides reverse mortgage-specific content, and is Older Not Dead’s preferred reverse mortgage provider.

“The company that started the Older Not Dead site manages a few other sites and some within our family of companies have had great experience with them,” Richard Mandell, One Reverse CEO told RMD. “When the Older Not Dead site came up, it was a good introduction for us.”

Mandell has authored articles for Older Not Dead and will contribute one to two times per month.

The partnership is not intended to be a leads driver, but the opportunity may emerge as the site gains traction, company execs say.

“We’ve gotten a few leads, but nothing significant yet,” said Kim Schachinger, vice president of marketing at One Reverse. “Our involvement initially was not to get leads, but participating in a site that makes sense for our demographic in a way we can be educational to people. Once this gets some exposure, then we will be looking to get leads.”

Older Not Dead was founded by Mickey and Roz Charles of The Sports Network as a dedicated resource for the 80+ million baby boomers in the U.S. today.

Written by Elizabeth Ecker