Guild Mortgage Review for HECM Reverse Mortgages

The research in brief

Guild Mortgage is a mixed-to-good fit for a general HECM reverse mortgage comparison. It was named by 2 of 6 platforms during the ranking stage (33% of included platform responses), with an average listed rank of 3.5 and a best rank of 3. Its strongest case is product breadth: Guild publicly offers FHA-insured HECMs under its Flex Payment Mortgage brand, including fixed- and adjustable-rate structures, HECM for Purchase, and HECM refinancing ^[10]. The main limitation is pricing transparency: Guild does not publish HECM rates or a complete HECM fee schedule, and no supplied evidence establishes that its standard HECM pricing is consistently among the lowest ^[26].

Research Snapshot

Platform fit ratings were not unanimous: ChatGPT and Perplexity rated Guild a mixed fit, while Claude, Gemini, Grok, and Kimi rated it good. All six included platforms evaluated fit, but only two named Guild during ranking discovery, so the ranking statistics reflect a narrower evidence base than the fit ratings.

Why Guild Mortgage Qualified for This Study

Questions explored

• Is Guild Mortgage a good choice for a general HECM reverse mortgage comparison?
• Does Guild Mortgage have enough HECM volume and experience to be worth comparing?

Guild qualified because it publicly originates the exact product the study targets: an FHA-insured HECM. Guild's own Flex Payment Mortgage page describes HECM refinancing, FHA insurance, fixed- and adjustable-rate structures, and multiple disbursement options ^[10]. Independent 2026 coverage describes Guild as one of the largest mortgage lenders in the country that, unlike many large lenders, also offers a full suite of reverse mortgage products ^[29].

Its HECM activity is documented but not leading. A third-party HECM endorsement dataset reports 2,177 Guild HECM loans and a 1.4% share over its loaded reporting window, though the period and methodology require verification ^[43]. HousingWire reported Guild in fifth place with 66 endorsements in July 2026, behind FOA (498) and Mutual of Omaha (377) ^[36]. HUD HECM snapshot files list Guild Mortgage Company LLC as a HECM Traditional lender in both 2025 and 2026 data ^[39].

Guild's reverse-mortgage division expanded through its acquisition of Cherry Creek Mortgage, described as a top 10 HECM lender ^[19]. That acquisition is the main reason Guild appears in HECM comparisons at all rather than only in forward-mortgage rankings.

The mortgage offering in focus

Questions explored

• Which Guild Mortgage reverse mortgage product should a homeowner 62+ compare for a standard FHA-insured HECM?
• Does Guild Mortgage's Flex Payment HECM allow a line of credit, monthly payments, or only a lump sum?

The relevant offering is Guild's FHA-insured HECM, marketed under the Flex Payment Mortgage name. Guild's official page describes Flex Payment HECMs for refinancing an existing mortgage, with FHA insurance, fixed- and adjustable-rate options, and line-of-credit, regular-payment, and lump-sum choices ^[10]. Independent coverage describes the Flex Payment Mortgage suite as including FHA HECMs, HECM for Purchase, HECM refinance, and proprietary jumbo options ^[37].

The fixed-versus-adjustable distinction matters for this use case. Guild states that fixed-rate HECMs are distributed as a single lump sum with no future draws, while adjustable-rate HECMs offer five payment options and allow future draws ^[7]. For a homeowner seeking ongoing retirement liquidity rather than a one-time payout, that tradeoff is the central product decision.

Guild states that prospective reverse mortgage borrowers must be 62 or older, occupy the home as a primary residence, and own a qualifying property type ^[2]. Guild also states its Flex Payment Mortgage has no minimum credit score requirement, though HECM underwriting still applies ^[3]. That claim is company-reported and should be confirmed with a loan officer.

What the AI Platforms Agreed About

Questions explored

• What do AI platforms agree Guild Mortgage offers for a standard FHA-insured HECM?
• Is Guild Mortgage available nationwide for HECM borrowers?

Agreement was strong on product availability. All six platforms that evaluated Guild described it as offering FHA-insured HECMs, and most tied that offering to the Flex Payment Mortgage brand ^[10]. No platform claimed Guild lacks a standard HECM.

Agreement was also strong on geography, with one caveat. Multiple independent sources report Guild lends nationwide except New York ^[28]. One source describes 740 branches in 46 states ^[30]; another describes availability across 49 states and Washington, D.C. ^[6]. The excluded state is consistently identified as New York in the sources that name it.

Platforms broadly agreed that Guild's HECM pricing is not published online. One review states Guild's 2026 rates are competitive but not listed online, and that borrowers must speak with a loan officer for a personalized rate ^[26]. No supplied source provided a Guild-specific HECM rate sheet, margin, or complete fee schedule.

Where the AI Platforms Disagreed or Were Uncertain

Questions explored

• Is Guild Mortgage actually the lowest-rate HECM lender, or is that claim unverified?
• How does Guild Mortgage's HECM volume compare with FOA, Mutual of Omaha, and Longbridge?

Rate positioning is the sharpest conflict. One platform cited a 2026 review naming Guild best for low rates with a 5.78% average HECM rate from June 2026 data ^[18], and another cited 2026 industry surveys calling Guild the lowest average HECM rate among large nationwide lenders ^[20]. Money.com separately named Guild "Best for Low Rates" in September 2026 ^[17]. Against that, ChatGPT stated that no reliable public evidence was found establishing Guild's standard HECM pricing as consistently among the industry's lowest, and Perplexity found no independently verified Guild-specific HECM rate or margin data ^[10]. The lowest-rate claim rests on sources whose survey methodology and scope are unspecified ^[20].

Cost evidence also conflicts with the low-rate framing. According to 2024 HMDA data, Guild's average origination fee was $3,928 and average total loan costs were $8,061 across all loan types, both above the reviewed-lender averages of $3,222 and $6,861 ^[41]. Those figures are not HECM-specific and may differ for reverse mortgages.

Customer-satisfaction evidence is mixed. One 2025 source reports Guild above average on J.D. Power mortgage satisfaction surveys and second place in the 2025 servicer satisfaction survey ^[29], and another reports a 4.97/5 Zillow rating and an A+ BBB grade ^[44]. A separate December 2025 source reportedly placed Guild below average for origination satisfaction, and one specialized directory places Guild among lenders with lower or mixed customer-review averages ^[21]. No supplied source provides a Guild-specific HECM borrower-satisfaction study.

Volume comparisons are consistent but unflattering. Guild ranked fourth to fifth by recent HECM volume, behind FOA, Mutual of Omaha, and Longbridge ^[38]. One platform characterized Guild's HECM business as a secondary product line within a broader mortgage company rather than its core focus.

Mortgage features for this borrowing need

Questions explored

• What HECM features does Guild Mortgage offer for a homeowner who wants flexible retirement liquidity?
• Does Guild Mortgage offer HECM for Purchase or reverse mortgage refinancing?

For a homeowner 62+ converting equity into retirement liquidity, Guild's most relevant features are disbursement flexibility and product variety. Guild states that adjustable-rate HECMs can offer five payment options and future draws, while fixed-rate HECMs are distributed as a single lump sum with no future draws ^[7]. Guild's official page also describes line-of-credit, regular-payment, and lump-sum choices ^[10].

Guild offers reverse mortgage refinancing in addition to HECMs and jumbo loans, which is not a standard offering from all competitors ^[28]. It also offers HECM for Purchase under the Flex Payment Mortgage suite ^[37]. For higher-value homes, one source reports jumbo reverse mortgages up to $10 million ^[46], while another reports up to $4 million for Flex Payment jumbo mortgages ^[31]. Those figures conflict and should be verified directly.

Service access is a documented limitation. Guild's customer service phone line is limited to weekdays, unlike many competitors with weekend hours ^[29]. One source also reports Guild does not currently have a mobile app to service its reverse mortgage clientele ^[46]. Physical branch presence is a documented advantage: CNBC Select notes Guild has physical locations, described as a rarity in the reverse mortgage space ^[29].

Rates, fees, and ongoing costs

Questions explored

• How much does a Guild Mortgage HECM cost in origination fees and closing costs?
• What ongoing costs and repayment terms apply to a Guild Mortgage Flex Payment HECM?

Guild does not publish HECM-specific pricing. No current Guild HECM rate sheet, APR, total-cost illustration, or borrower-specific fee quote was publicly verified, and pricing confidence across platforms was low. The most concrete cost data is general rather than HECM-specific: 2024 HMDA data shows an average origination fee of $3,928 and average total loan costs of $8,061 across all loan types, both above reviewed-lender averages ^[41].

Standard FHA HECM cost structures apply. CFPB states that HECMs commonly involve origination fees, third-party closing costs, initial FHA mortgage insurance, interest, ongoing mortgage insurance, possible servicing fees, and property taxes and insurance that remain the borrower's responsibility ^[33]. One source reports Guild charges an annual mortgage insurance premium of 0.50% of the outstanding loan balance ^[29]. Another lists an upfront FHA mortgage insurance premium of 2% of the maximum claim amount, an origination fee federally capped at 2% of the first $200,000 of home value plus 1% above that (floor $2,500, ceiling $6,000), and third-party closing costs typically $2,000–$6,000 or more ^[27].

Guild states that applicable Flex Payment Mortgage origination fees and closing costs may be added to the loan balance, and that reverse mortgage fees, closing costs, and servicing fees may be added to the balance over time ^[10]. That means costs compound rather than being paid upfront.

Contract terms follow standard HECM rules. The loan is generally repaid when the last borrower dies, sells the home, or no longer occupies it as a principal residence, subject to the loan documents. Borrowers must maintain the home as a primary residence, pay property taxes and homeowners insurance, and keep the property in good condition ^[34]. One source describes a three-business-day right of rescission after closing and a non-recourse guarantee limiting what the borrower or heirs owe to the home's value ^[16]. Guild states that terms and conditions are subject to change and underwriting approval.

Best Suited For

Questions explored

• Who is Guild Mortgage best suited for in a general HECM reverse mortgage comparison?
• Is Guild Mortgage a good fit for a homeowner who wants in-person service and product variety?

Guild is best suited for homeowners who want to compare a large national mortgage company with physical branch access and a broad HECM feature set. Borrowers seeking a standard FHA-insured HECM refinance, line of credit, scheduled payments, or lump-sum option fit the product's documented structure ^[10].

It also suits borrowers who value in-person service. CNBC Select highlights Guild's physical locations as a rarity in the reverse mortgage space and reports above-average J.D. Power customer-service survey performance ^[29]. Borrowers interested in jumbo reverse mortgages or HECM refinancing options also fall within Guild's documented product range ^[28].

A final fit category is borrowers whose local Guild reverse-mortgage loan officer can demonstrate competitive pricing, relevant HECM experience, and acceptable servicing support. That condition matters because Guild's HECM pricing is not published and must be verified case by case.

Probably Not Best Suited For

Questions explored

• Who should not choose Guild Mortgage for a general HECM reverse mortgage comparison?
• Is Guild Mortgage a poor fit for New York homeowners or weekend-support needs?

New York homeowners should look elsewhere. Multiple independent sources report Guild does not lend in New York ^[28]. Borrowers who require weekend telephone support are also a poor fit, since Guild's customer service line is limited to weekdays ^[29].

Borrowers selecting solely on lowest rate or lowest total cost without obtaining competing Loan Estimates are not well served, because public pricing is insufficient to support a lowest-rate or lowest-fee recommendation ^[26]. Price-sensitive borrowers seeking below-market HECM rates or minimal fees, and homeowners wanting transparent online rate comparison before speaking with a loan officer, are also flagged as poor fits.

Borrowers seeking the largest HECM market share or specialized reverse-mortgage-only expertise should weigh alternatives, since Guild ranked fourth to fifth by recent HECM volume behind FOA, Mutual of Omaha, and Longbridge ^[38]. One platform also notes Guild lacks a mobile app for reverse mortgage servicing ^[46].

When Another Option May Be Better

Questions explored

• When is a different HECM lender a better choice than Guild Mortgage?
• Which Guild Mortgage limitations should push a buyer toward FOA, Mutual of Omaha, or Longbridge?

Another lender may be better when a competing HECM lender provides a lower comparable interest rate, lower origination or closing costs, or better projected proceeds after fees. Because Guild's HECM pricing is not published, this comparison requires formal Loan Estimates from multiple lenders using identical borrower scenarios.

A specialized or higher-volume lender may be better when the borrower wants stronger independently documented HECM volume or a reverse-mortgage-only platform. Guild's HECM business is a secondary product line within a broader mortgage company, and its volume trails FOA, Mutual of Omaha, and Longbridge ^[38]. One platform specifically recommends FOA, Mutual of Omaha, or Longbridge for rate-conscious buyers or those requiring deep reverse mortgage specialization.

Other situations favoring alternatives include needing a proprietary jumbo reverse mortgage rather than an FHA-insured HECM, living in New York, needing weekend customer-service access, and wanting a digital-first experience with a mobile app for loan servicing. One source notes Mutual of Omaha does not charge service fees on HECMs, a specific cost difference worth comparing ^[28].

Questions to ask before choosing a lender

Questions explored

• What should a buyer confirm with Guild Mortgage before signing a HECM contract?
• Which Guild Mortgage HECM terms are unverified and require direct confirmation?

Confirm state and property eligibility first. Ask whether Guild is currently originating FHA-insured HECMs in the borrower's state, county, property type, and occupancy situation, and whether any state-specific restrictions such as a New York exclusion apply. A HUD lender-list result showing some Guild branches marked HECM "No" is branch-specific and not sufficient to determine company-wide availability, so direct confirmation is required ^[12].

Confirm identity and pricing next. Ask for the exact lender legal entity, NMLS identifier, and servicing entity for the proposed loan, plus current fixed- and adjustable-rate quotes, expected proceeds, principal-limit factors, and first-year disbursement limits. Request the origination fee, appraisal, title, recording, counseling, servicing, and mortgage-insurance costs, and which costs will be financed into the balance.

Confirm structure and servicing. For adjustable-rate HECMs, ask about the index, margin, adjustment frequency, lifetime cap, and payment options; for fixed-rate HECMs, confirm whether proceeds are limited to a lump sum. Ask whether Guild will require a LESA or impose financial-assessment conditions, who will service the loan, whether servicing transfers are possible, and what telephone and escalation support is available. Finally, ask Guild to provide a side-by-side comparison against at least two other HECM Loan Estimates using the same home value, age, mortgage balance, and disbursement plan.

The consensus assessment

Guild Mortgage is a legitimate inclusion in a general HECM reverse mortgage comparison, but the evidence does not support calling it the best overall or lowest-cost lender. It was named by 2 of 6 platforms in the ranking stage, with an average rank of 3.5 and a best rank of 3. Fit ratings split: ChatGPT and Perplexity rated it mixed, while Claude, Gemini, Grok, and Kimi rated it good.

The strongest verified case is product breadth. Guild publicly offers FHA-insured HECMs with fixed- and adjustable-rate structures, multiple disbursement options, HECM for Purchase, and HECM refinancing ^[10]. Its HECM activity is documented in HUD snapshot data and third-party endorsement counts, though it trails FOA, Mutual of Omaha, and Longbridge by volume ^[39].

The main unresolved issue is cost. Guild does not publish HECM rates or a complete HECM fee schedule, general 2024 HMDA data shows above-average origination fees and total loan costs, and no supplied evidence establishes that Guild's standard HECM pricing is consistently among the industry's lowest ^[26]. Buyers should treat Guild as one comparison candidate among several and decide only after obtaining formal Loan Estimates from multiple FHA-approved HECM lenders.

How This Review Was Produced

This review was produced from a structured multi-platform research run dated 2026-09-29. Six platforms with search enabled evaluated Guild Mortgage for the general HECM reverse mortgage comparison use case: ChatGPT (gpt-5.6-luna), Claude (claude-haiku-4-5-20251001), Gemini (gemini-3.5-flash), Grok (x-ai/grok-4.3), Kimi (moonshotai/kimi-k2.6), and Perplexity (perplexity/sonar). All six evaluated fit; two named Guild during ranking discovery.

Platform responses were treated as platform-reported evidence, not independently verified facts. Citations in this article map to the supplied citation catalog and preserve each platform's original source. Where platforms disagreed, both positions are reported rather than resolved. The official Guild homepage retrieval failed during the run because the HTML exceeded the size limit, so company-owned product details rely on Guild's individual product and blog pages rather than the homepage (official-fact-sources).

Research limitations

Several limitations constrain this review. Public Guild HECM pricing is insufficient to support a lowest-rate or lowest-fee recommendation, and no current Guild HECM rate sheet, APR, or total-cost illustration was verified. The independent evidence cited is not a dedicated HECM borrower-satisfaction study for Guild.

Geographic availability is reportedly excluded in New York, and weekend customer-service support is reportedly unavailable. Branch-level HUD records can be inconsistent with company-wide reverse-mortgage availability and should not be treated as definitive without direct confirmation ^[12].

The exact HECM product name, lender entity, servicing arrangement, and state availability for an individual application require verification. Public third-party HECM volume figures vary by reporting window and methodology, and the cited 2,177-loan figure should not be treated as a verified annual or lifetime total ^[43]. Jumbo reverse mortgage limits conflict across sources, reported as both $10 million and $4 million ^[46]. Customer-satisfaction evidence is inconsistent across sources and years, and no supplied source provides a Guild-specific HECM outcome measure ^[21].

The supplied URLs were collected from platform responses and were not independently validated by the writer stage. Platform-reported dates are provenance metadata and do not independently prove freshness. AI-platform agreement does not prove product quality.

Explore more reverse mortgage lenders guidance in the category directory.

Sources

Company-Owned Sources

1. Guild in the News | Company and Leadership: https://www.guildmortgage.com/about-us/news/
2. Guild Mortgage Expands Reverse Mortgage Division: https://www.guildmortgage.com/about-us/news/press-release/guild-mortgage-expands-reverse-mortgage-division/
3. Guild Mortgage Introduces Flex Payment Mortgages: https://www.guildmortgage.com/about-us/news/press-release/guild-mortgage-introduces-flex-payment-mortgages/
4. Common mortgage scams and how to avoid them: https://www.guildmortgage.com/blog/common-mortgage-scams-and-how-to-avoid-them/
5. Pros and cons of a reverse mortgage: https://www.guildmortgage.com/blog/homebuyer-education/pros-and-cons-of-a-reverse-mortgage/
6. What does it mean to have a Flex Payment Mortgage: https://www.guildmortgage.com/blog/products-and-programs/what-does-it-mean-to-have-a-flex-payment-mortgage/
7. How does a reverse mortgage work? | Guild Mortgage: https://www.guildmortgage.com/blog/unlocking-your-homes-value-the-basics-of-how-reverse-mortgages-work/
8. Pros and cons of a reverse mortgage: https://www.guildmortgage.com/blog/what-are-the-pros-and-cons-of-a-reverse-mortgage/
9. What does it mean to have a Flex Payment Mortgage: https://www.guildmortgage.com/blog/what-is-a-flex-payment-mortgage/
10. Flex Payment Mortgage | Reverse Mortgage | Guild Mortgage: https://www.guildmortgage.com/mortgage-loans/flex-payment-mortgage/
11. Guild Mortgage Expands Reverse Mortgage Division: https://www.guildmortgage.com/news/guild-mortgage-expands-reverse-mortgage-division/

Independent Sources

12. HUD Lender List Search Results: https://apps.hud.gov/ll/code/getllst.cfm?aafb=all_areas&groupsize=10&ldrad=1&ldrtp=05&lndrcity=&lndrcounty=&lndrcountyCode=none&lndrnme=&lndrzip=&lndstate=FL&pbox1=on&pbox2=on&pbox3=on&pbox4=on&pbox5=on&pbox6=on&pbox7=on&pbox8=on&sobox1=on&sobox2=on&sobox3=on&sobox4=on&sobox5=on
13. Best Reverse Mortgage Lenders of 2026: https://joingerald.com/learn/debt--credit/best-reverse-mortgage-lenders
14. Finance of America vs. All Reverse Mortgage: https://joingerald.com/learn/debt--credit/finance-of-america-vs-all-reverse-mortgage
15. Finance of America vs Mutual of Omaha Reverse Mortgage: https://joingerald.com/learn/debt--credit/finance-of-america-vs-mutual-of-omaha-reverse-mortgage
16. The Reverse Mortgage & HECM Master Guide 2026: How Much Can You Get?: https://loanwise.ai/guide/reverse-mortgage-hecm-master-guide
17. 6 Best Reverse Mortgage Companies of September 2026: https://money.com/best-reverse-mortgage-companies/
18. 6 Best Reverse Mortgage Companies of September 2026: https://money.com/best-reverse-mortgage/
19. Guild Mortgage Expands Reverse Mortgage Division: https://nationalmortgageprofessional.com/news/guild-mortgage-expands-reverse-mortgage-division
20. Best Reverse Mortgage Lenders 2026: Honest Comparison: https://reverse.audigarner.com/blog/best-reverse-mortgage-lenders-2026
21. Best Reverse Mortgage Lenders of 2026 – Rates, Reviews & How to Choose: https://reverse.mortgage/lenders
22. FOA leads July HECM endorsements; HMBS issuance still weak: https://reversemortgagedaily.com/articles/foa-leads-july-hecm-endorsements-hmbs-issuance-still-weak/
23. Guild announces new 'Flex Payment Mortgage' suite of reverse products: https://reversemortgagedaily.com/articles/guild-announces-new-flex-payment-mortgage-suite-of-reverse-products/
24. Guild earnings show more reverse mortgage activity after Cherry Creek acquisition: https://reversemortgagedaily.com/articles/guild-earnings-show-more-reverse-mortgage-activity-after-cherry-creek-acquisition/
25. Guild Reverse Mortgage Reviews: https://reversemortgagereviews.org/cherry-creek-reverse-mortgage
26. Guild Mortgage Review for 2026: Rates, Loans, Customer Feedback: https://themortgagereports.com/68796/guild-mortgage-review-rates-loans-credit-score
27. Reverse Mortgage HECM 2026: FHA, Jumbo and Credit Line: https://www.amortio.com/reverse-mortgage-hecm-2026-standard-saver-jumbo-fha-vs-private-line-of-credit-tax-implications/
28. Best reverse mortgage companies of September 2026: https://www.cnbc.com/select/best-reverse-mortgage-lenders/
29. Guild reverse mortgage review 2026: Diverse loan options and excellent customer service: https://www.cnbc.com/select/guild-mortgage-reverse-mortgage-review-2026/
30. Guild Mortgage review 2026: https://www.cnbc.com/select/guild-mortgage-review/
31. Reverse mortgage vs. annuity: which is best for retirement: https://www.cnbc.com/select/reverse-mortgage-or-an-annuity-which-is-best-for-retirement
32. What is a HECM and How Does it Work?: https://www.cnbc.com/select/what-is-a-hecm-and-how-does-it-work/
33. How much does a reverse mortgage loan cost?: https://www.consumerfinance.gov/ask-cfpb/how-much-does-a-reverse-mortgage-loan-cost-en-237/
34. What is a reverse mortgage?: https://www.consumerfinance.gov/ask-cfpb/what-is-a-reverse-mortgage-en-224/
35. Best Reverse Mortgage Companies – Forbes Advisor: https://www.forbes.com/advisor/mortgages/best-reverse-mortgage-companies/
36. FOA leads July HECM endorsements while HMBS issuance remains weak: https://www.housingwire.com/articles/foa-hecm-hmbs-july/
37. Guild announces new 'Flex Payment Mortgage' suite of reverse products: https://www.housingwire.com/articles/guild-flex-payment-mortgage-suite-reverse-products/
38. HECM volume slips in August, with the 'Big 3' holding 62% market share: https://www.housingwire.com/articles/top-3-hecm-lenders-share/
39. FHA-HECM-Snapshot-JULY2026.xlsx: https://www.hud.gov/sites/default/files/Housing/documents/FHA-HECM-Snapshot-JULY2026.xlsx
40. Hecm Data September 2025: https://www.hud.gov/sites/dfiles/Housing/documents/FHA-HECM-Snapshot-Sept2025.xlsx
41. Guild Mortgage Review 2026 | LendingTree: https://www.lendingtree.com/home/mortgage/guild-mortgage-review/
42. Approved reverse mortgage lenders and loan programs: https://www.mass.gov/info-details/approved-reverse-mortgage-lenders-and-loan-programs
43. HECM Reverse Mortgages — FHA Lender Rankings, HMBS Pool Speeds & Buyout Pipeline: https://www.mortradar.com/hecm
44. Guild Mortgage Review 2026: https://www.nerdwallet.com/mortgages/reviews/guild-mortgage
45. HECM vs. Proprietary Reverse Mortgage: Which Is Right for You?: https://www.reversemortgage.coach/blog/hecm-vs-proprietary-reverse-mortgage.html
46. Guild Reverse Mortgage - Review Counsel: https://www.reviewcounsel.org/company/guild-reverse-mortgage/

Other Sources

47. Guild’s Jim Cory on the company’s ambitious reverse mortgage rebrand: https://www.housingwire.com/articles/guilds-jim-cory-on-the-companys-ambitious-reverse-mortgage-rebrand/