Most of the senior citizens who have opted for a reverse mortgage do not have anyone to help them financially, morally or to even run small errands. As these retired individuals receive a regular income from the reverse mortgage, they are willing to pay for services which will make their life simpler and more comfortable. It can be a lucrative niche for those interested in starting a new business, especially in small towns, where there are a large number of senior citizens who do not have children or whose children are living in another state or country.