Abstract: According to the research data of Guangzhou, this paper first analyzes the population structure, economic environment, status of real estate market, insurance industry and financial industry, as well as the elder's cognition and attitudes toward housing reverse mortgage endowment from the perspective of feasibility and market demand. It then discusses the operation mode of housing reverse mortgage endowment in Guangzhou. Through the study, this paper has the following conclusions. In view of current population structure, economic level, real estate industry development, pension security in Guangzhou, it has the feasibility for implementing this business. In the implementation of Housing Reverse Mortgage Endowment, the government of Guangzhou should take the “market-led, government support” mode.

Key words: aging of population, housing reverse mortgage, feasibility analysis, requirement analysis, operation mode