Lifelong Crush secures HomeEquity Bank account

HomeEquity Bank has appointed Lifelong Crush as its agency of record, tasking the independent agency with supporting the bank’s continued growth in Canada’s reverse mortgage market. The partnership brings Lifelong Crush into a central role as HomeEquity Bank develops its brand and communications strategy.

As Canada’s original provider of reverse mortgages, HomeEquity Bank operates in a category designed to help Canadians aged 55 and over access home equity without selling their property. The bank has focused on expanding awareness and understanding of reverse mortgages as demand for retirement financing options increases.

Agency partnership supports growth strategy

Founded nearly 40 years ago, HomeEquity Bank has built its business around consumer-focused reverse mortgage solutions. With more than 10 billion dollars in assets, the bank has been recognised multiple times by The Globe and Mail as one of Canada’s fastest-growing companies.

The appointment of Lifelong Crush is intended to support the next phase of the bank’s brand development, with a focus on strengthening cultural relevance and clarity in how the organisation communicates its purpose to older Canadians.

Focus on human insight and cultural relevance

Niary Toodakian, vice president, brand and PR, HomeEquity Bank: “As the original and leading provider of reverse mortgages in Canada and the only federally regulated bank focused solely on those age 55 and better, we were drawn to the deep human insights that underpin the Lifelong Crush strategic offering. Lifelong Crush has a clear strength in finding ownable and authentic ways for brands to drive cultural relevancy and impact. As we shape the next chapter of our brand story, we are confident we have the right partner to express our purpose in ways that truly resonate.”

Caroline Kilgour, EVP managing director, Lifelong Crush: “We were immediately drawn to the HomeEquity Bank brand based on their purpose-driven approach and commitment to empowering Canadians 55 plus. They know their customers so well and it informs the clever and bold way they go to market. We are excited to explore how Canadians are embracing ageing and rethinking their lifestyles, and the authenticity of their purpose-led ethos cemented our passion for this opportunity.”

Creative mandate and industry recognition

Lifelong Crush has been recognised by Strategy as one of its Small Agencies of the Year in both 2024 and 2025, and was among a small group of Canadian agencies to receive a Gold Effie this year.

The first assignment under the partnership is the development of a refreshed strategic and creative brand platform for HomeEquity Bank, with a launch planned for early this year.

www.homeequitybank.ca

www.lifelongcrush.com

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