At HomeEquity Bank, we have a customer-centric culture. This is not just a slogan. This mindset drives every decision we make and every conversation we have with our clients. From our management team to our employees, we are deeply committed to supporting Canadians aged 55 and older to live healthy financial lives and live fulfilling retirements.
But we know we can’t do this alone. Our mortgage broker partners help us deliver a customer-first experience. When clients feel understood and supported, they are more likely to trust the advice they receive and move forward with confidence. This builds stronger customer relationships, drives referrals, and drives your business growth. Here’s how our shared commitment to customer focus creates shared long-term value.
Customer stories matter. Here’s how they can serve you.
Our 55 and aboveTM This event is a physical manifestation of our customer-first culture. With this initiative, we’re shining a spotlight on real customers who have experienced first-hand how HomeEquity Bank’s reverse mortgage solutions have helped them regain financial freedom, peace of mind, and a sense of control in their retirement lives.
Whether it’s a retired nurse finding financial stability, a couple finally realizing their lifelong dream of traveling after years of financial stress, or grandparents supporting their grandson financially, these stories are proof that HomeEquity Bank solutions can have a real-life impact.
For mortgage brokers, sharing these stories is more than just good marketing; it’s a strategic tool to help demystify reverse mortgages, address common customer questions, and highlight the meaningful results possible through our reverse mortgage solutions.
When customers 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 customer interactions—whether in emails, presentations, or social media—can help you grow your business.
Our Business Development Managers can help you effectively integrate these customer stories into your marketing efforts for maximum impact.
Research that puts customers first
As Canada’s only bank focused solely on people aged 55+, we continually invest in research to better understand their unique needs and goals. This type of research can help you have more in-depth conversations with your clients about long-term planning.
For example, a recent study we commissioned found that an overwhelming majority of Canadians (94 per cent) value the work of personal support workers (PSWs), underscoring the importance of ensuring access to these essential care workers. The same study also revealed that while 90% of Canadians want to age in their own home, few plan to obtain PSW support to achieve this goal. Insights like these help influence the national conversation about aging, homeownership, and financial independence.
Our research also highlights the resilience of Canadians aged 55 and older and what they can teach us about living a good life. groundbreaking research Gain freedom: Embrace growth, fulfillment, and financial health as you age Research has found that when basic needs are met, Canadian older adults experience greater happiness, security and a more positive outlook on aging. It also reveals a deep desire for financial freedom that touches every aspect of their lives—from day-to-day decision-making to estate planning.
Insights that lead to opportunities for brokers
This proprietary research is one of the most valuable tools we offer mortgage brokers. By understanding what really matters to Canadians aged 55 and over, such as “aging in place,” the desire to maintain independence and reduce financial stress, you can better position your recommendations and solutions. It can also help you move beyond simply offering a product and instead lead through a more holistic consultative approach. You can gain a competitive advantage by directly expressing your customers’ real needs and concerns, which can help you build rapport and increase referrals in this fast-growing segment.
Protect customers from fraud and enhance broker trust
As fraud attempts surge during the pandemic, we have taken proactive steps to educate customers about common fraud schemes and provide them with practical tools to identify and avoid scams.
We also regularly publish educational articles and resources covering topics such as mortgage fraud. These resources are designed not just for clients, but with mortgage brokers in mind, allowing you to identify suspicious activity early and guide your clients safely through the loan process.
Our commitment goes beyond external resources. All of our employees receive training to help them identify potential fraud, which reflects our strong advocacy for Canadians over 55 and underscores our commitment to protecting our customers and promoting financial security.
By partnering with us, you position yourself as a comprehensive financial advocate, helping clients stay informed and safe every step of their home financing journey.
Looking to the future together
At HomeEquity Bank, we don’t just provide financial solutions, we open the door 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 should enjoy their earned retirement with dignity and peace of mind.
Mortgage brokers play a key role in this process. As a trusted advisor, you are often the first point of contact for clients exploring their financial options in retirement. Your ability to listen and coach is critical in helping clients make informed decisions about the equity they are building in their homes.
Together, we are building a stronger support ecosystem for Canadians aged 55 and older, where informed decisions lead to better outcomes. Whether it’s helping someone stay in the home they love, or supporting their family members for generations, our combined efforts make a real impact. Because for us, customer centricity is more than just a business model. This is our purpose.
When we partner with like-minded mortgage brokers, we’re helping Canadians take control of their financial future.
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Last modified: November 12, 2025
