While the reverse mortgage industry has historically relied on specialized originators to drive volume, wholesale lender SmartFi Home Loans is looking elsewhere to expand the market. The company’s growth strategy hinges on “growing the pie” by equipping traditional, forward-centric loan officers with the tools and education needed to seamlessly offer reverse mortgages to their clients.
Kim Smith, senior vice president of wholesale lending at SmartFi, stated that the company is focused on growing the pie. The growth mindset has to be looking at reverses that aren’t even done in the current market. Smith emphasized that the company will continue to support traditional, reverse-focused originators.
To execute this strategy, SmartFi is leveraging technology to simplify the origination process for newcomers. The lender recently partnered with Reverse Mortgage Insight (RMI) to integrate its Choice proprietary loan program into RMI’s tech platform, putting the product directly in front of a wider audience.
They are building out a user-friendly internal partner portal designed to give forward loan officers a quick, intuitive way to run numbers and make the financial mechanics of reverse mortgages make sense to their borrowers.
Kim Smith noted that higher rates are typically correlated to higher monthly mortgage payments in the traditional forward mortgage space. However, with reverse mortgages, the impact of rates is less significant. The Choice proprietary reverse mortgage program can offer higher loan amounts than the traditional HECM program, making it a more attractive option in the current rate environment.
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Smith believes that the industry has a distribution and education gap rather than a demand issue. SmartFi is working to bridge this gap through its account executives, technology, and partnerships with forward-centric loan officers.
The Choice proprietary reverse mortgage program differs from HECM in several ways. It is not FHA-insured, and it does not have a mortgage insurance premium, making it a lower-cost option for some borrowers. The program also offers fixed-rate and adjustable-rate options, along with more flexible underwriting guidelines.
SmartFi grew HECM endorsements 32% year-over-year in 2025, ranking 12th nationally. The company attributes this growth to its people and culture.
Smith noted that there is still a significant education gap and misconception about reverse mortgages. Many people still view reverse mortgages as a last resort or a product with high fees, which is not necessarily the case.
They are working to address this challenge through education and partnerships with forward-centric loan officers.
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The company’s approach to technology is also key to its growth strategy. SmartFi is developing technology in-house and partnering with vendors to create a more streamlined and user-friendly experience for originators and borrowers.
By focusing on education, partnerships, and technology, SmartFi is well-positioned to continue its growth and help expand the reverse mortgage market.
It will be important for lenders like SmartFi to stay ahead of the curve and provide innovative solutions to meet the changing needs of borrowers.
They can help increase awareness and adoption of reverse mortgages, ultimately growing the market and providing more options for homeowners.
