Finance of America (FOA) announced on Tuesday that it has appointed three senior executives to lead its brand, communications and product functions as the reverse mortgage lender looks to expand its retirement-focused home equity offerings.

Colm Murphy has joined as chief brand officer, Jordan Baucum as senior vice president of communications and Mike Urban as chief product officer.

The appointments are part of the company’s effort to more closely align its brand, communications and product teams as it seeks to drive growth and expand awareness of home equity-based retirement financing solutions.

“These hires strengthen the core of how we build and deliver for customers as we enter our next phase of growth,” Finance of America President Kristen Sieffert said in a statement. “By aligning brand, communications, and product more closely, we’re better positioned to simplify a complex category and create solutions that reflect how people approach retirement today.”

Murphy joins the company from Publicis Groupe, where he served as global chief strategy officer for Citi, following previous leadership roles at Bloomberg Media. Baucum previously held communications and financial services positions at Customers Bank, First Republic Bank and Chevron.

Both executives will report to Angela Tribelli. FOA’s chief marketing officer, and will oversee efforts to strengthen the company’s brand presence and consumer education initiatives focused on retirement planning and financial wellness.

“Our goal isn’t simply to build a stronger brand,” Tribelli said. “It’s to help Americans better understand the role home equity can play in retirement and ensure they have access to clear, transparent information when making important financial decisions.”

Urban joins Finance of America after serving in leadership roles at Best Egg and Barclaycard US. Reporting to Brian Conneen, FOA’s chief information officer, Urban will oversee product strategy and execution, with a focus on expanding the company’s retirement solutions platform and accelerating product development.

Conneen said Urban’s experience in product management, operations and design will help the company scale its product organization and deliver new home equity solutions for retirees.

This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication.