At HomeEquity Bank, we live and breathe a client-centric culture. It’s more than just a slogan. It’s a mindset that drives every decision and every client conversation we have. From our executive team to our employees, we share a deep commitment to supporting Canadians 55 and better to live financially sound and fulfilling retirements.
But we know we can’t do it alone. Our mortgage broker partners help us deliver client-first experiences. When clients feel understood and supported, they’re more likely to trust the advice they receive and move forward with confidence. That can build stronger client relationships, drive referrals, and fuel your business growth. Here’s how our shared commitment to putting clients first creates shared long-term value.
Customer stories matter. Here’s how they can work for you.
Our 55&BetterTM campaign is an example of our client-first culture in action. Through this initiative, we shine the spotlight on real clients who have experienced firsthand how HomeEquity Bank’s reverse mortgage solutions have helped them regain financial freedom, peace of mind, and a renewed sense of control in retirement.
Whether it’s a retired nurse discovering financial stability, a couple finally fulfilling their lifelong dream of travel after years of financial stress, or grandparents stepping in to support their grandchildren financially, these stories are a testament to the real-life impact HomeEquity Bank solutions can have.
For mortgage brokers, sharing these stories is more than just good marketing; it’s a strategic tool to help demystify reverse mortgages, address common client questions, and highlight the meaningful outcomes that are possible through our reverse mortgage solutions.
When clients see themselves reflected in these narratives and discover how HomeEquity Bank’s reverse mortgage solutions can make a tangible difference in their lives, it builds trust and opens the door to more informed conversations. Incorporating these stories into your client interactions—whether in emails, presentations, or social media—can help grow your business.
Our Business Development Managers can help you effectively integrate these client stories into your marketing efforts for maximum impact.
Research that puts clients first
As the only bank in Canada focused exclusively on the 55+ demographic, we continually invest in research to better understand their unique needs and goals. This kind of research can help you engage in deeper conversations with clients about longer-term planning.
For instance, a recent study we commissioned found that Canadians overwhelmingly (94%) value the work of Personal Support Workers (PSWs), highlighting the importance of ensuring access to these essential caregivers. The same study also revealed that while 90% of Canadians want to age in their homes, few have planned for the PSW support that makes this possible. Insights like these help influence national conversations around aging, homeownership, and financial independence.
Our research has also highlighted the resilience of Canadians 55 and older and what they can teach us about living well. The groundbreaking study Attaining Freedom: Embracing Growth, Fulfillment, and Financial Health As We Age found that when essential needs are met, older Canadians experience greater happiness, security, and a more positive outlook on aging. It also uncovered a profound desire for financial freedom that touches every aspect of their lives—from daily decision-making to legacy planning.
Insights that drive opportunity for brokers
This proprietary research is one of the most valuable tools we provide mortgage brokers. By understanding what truly matters to Canadians 55 and better—like the desire to “age in place,” maintain independence, and reduce financial stress – you can better position your advice and solutions. It also helps you move beyond simply offering products to lead with a more holistic, consultative approach. You gain a competitive edge by speaking directly to clients’ real needs and concerns, which can help you build rapport with this fast-growing market segment and boost referrals.
Protecting clients against fraud, strengthening broker trust
As fraud attempts surged during the pandemic, we took proactive steps to educate our clients about common fraud schemes and provided them with practical tools to recognize and avoid scams.
We also regularly publish educational articles and resources, covering topics such as mortgage fraud. These resources are designed not only for clients, but also with mortgage brokers in mind, giving you the knowledge to recognize suspicious activity early and guide your clients safely through the lending process.
Our commitment extends beyond external resources. All our employees receive training to help them identify potential fraud, reflecting our strong advocacy for Canadians 55+ and underscoring our commitment to protecting clients and promoting financial security.
By partnering with us, you position yourself as a holistic financial advocate who helps clients stay informed and secure at every step of their home financing journey.
Looking ahead, together
At HomeEquity Bank, we’re not just offering financial solutions, we’re opening doors to new possibilities for retired Canadians to live their best lives. We recognize that retired Canadians have spent decades building their lives, families, and communities. They deserve to enjoy the retirement they’ve earned with dignity and peace of mind.
Mortgage brokers play a key role in this journey. As trusted advisors, you’re often the first point of contact for clients exploring their financial options in retirement. Your ability to listen and guide is vital in helping clients make informed decisions about the equity they’ve built in their homes.
Together, we’re building a stronger ecosystem of support for Canadians 55+, where informed decisions lead to better outcomes. Whether it’s helping someone stay in the home they love or supporting their family members across generations, our combined efforts make a real impact. Because for us, being client-centric isn’t just a business model. It’s our purpose.
When we work with mortgage brokers who share that purpose, we’re helping Canadians take control of their financial futures.
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Last modified: November 12, 2025