HomeEquity Bank has announced Lifelong Crush (LLC) as its agency of record to support its growth ambitions. As Canada’s original and leading provider of reverse mortgages, HomeEquity Bank continues to shape and expand the rapidly growing reverse mortgage category that enables Canadians 55+ to leverage one of their smartest and largest assets, their home.

With more than $10 billion in assets and named one of The Globe & Mail’s Fastest Growing Companies for five years, HomeEquity Bank intends to continue its record growth, and this partnership Lifelong Crush will help propel the brand into its next chapter.

“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,” explained Niary Toodakian, vice president, brand & PR at HomeEquity Bank. “LLC 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.”

“We were immediately drawn to the HomeEquity Bank brand based on their purpose-driven approach and commitment to empowering Canadians 55+. They know their customers so well and it informs the clever and bold way they go to market. We’re thrilled to explore how Canadians have been embracing aging and re-inventing their lifestyles,” added Lifelong Crush EVP managing director, Caroline Kilgour. “But it was the authenticity of their purpose-led ethos that really cemented our passion for this opportunity.”

Lifelong Crush distinguished itself as the only Canadian agency to be recognised two years in a row (2024 and 2025) as one of Strategy’s Small Agencies of the Year. And was one of just three Canadian agencies to win a Gold Effie this year.

The first mandate for the new partnership is a refreshed strategic and creative brand platform, currently in development and set to launch early this year.