Ashley Honoré Smith serves as senior vice president of Brand and Communications at Finance of America, where she has played a central role in shaping the company’s identity and strategic direction for over seven years. Most recently, she led the consolidation of three distinct brands into a unified Finance of America identity, clarifying the company’s market position and laying the groundwork for a new marketing strategy aimed at increasing awareness and adoption of reverse mortgages. A pivotal achievement under her leadership has been the launch of “A Better Way with FOA,” a national campaign that reframes the narrative around reverse mortgages and positions the company as a category leader.
Throughout a period of significant transformation following asset acquisitions, Smith has guided brand, external relations and internal communications with clarity and purpose. Her efforts have ensured consistent messaging across all stakeholders, helping the company emerge from change poised for growth. Her work has not only strengthened internal culture but also deepened external engagement, aligning the brand’s message with the needs of a growing audience of older homeowners.
Smith’s leadership is marked by a combination of strategic insight and a values-driven approach. She is known for fostering a culture of accountability, innovation and collaboration. Her dedication to improving the customer experience, particularly for those navigating retirement, underscores her belief in Finance of America’s mission. By turning complexity into opportunity and leading with authenticity, she continues to position the company — and the category — for long-term relevance and success.
Name:
Ashley Honoré Smith
Title:
Senior Vice President, Brand and Communications
Company Name:
Finance of America
