Sue Pimento

Founder | CEO Retire with Equity

  • Toronto ON

Focused on financial literacy and retirement strategies. Authoring new book on home equity strategies to help seniors find financial freedom

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6 min

Who Decided 50 Means Beige Pants?

Recently, I was invited to my friend Paul's 80th birthday party. To his credit, he did it up right. We all dressed in an '80s theme, danced to '80s music, and he even hired a Michael Jackson impersonator. It was a blast—and it got me thinking. Why do we treat milestone birthdays as such big moments? And what flashes in your head when you read "80th birthday"? A rocking dance floor—or a rocking chair? The Big Deal About Big Birthday Numbers Somewhere along the way, we decided that birthdays ending in zero were cosmic mile-markers. Turn 50? Buy beige pants. Turn 70? Slow down. Turn 80? Put away your passport. Really? Who wrote this memo—and why weren't we asked to edit it? Here's the truth: age is a marker, not a mandate. You don't "have to" start coasting at 50. You might actually be hitting your stride. At 70, maybe you're still climbing mountains (literal or metaphorical). At 80, maybe it's not about stopping travel but upgrading to business class—because you've earned the legroom. The Year Before: A Release Valve Melissa Kirsch recently pointed out something fascinating in her recent New York Times article, "Banner Year: The Year Before a Milestone (39, 59, 79) Often Carries More Anticipation and Anxiety Than the Milestone Itself.  You're approaching the summit," full of pent-up energy and maybe even dread. And then you get there—and it's oddly a relief. You've crested the hill. The anticipation is gone. You're not nearing 70 anymore—you are 70. Sometimes naming the number feels like releasing a pressure valve. The Psychology of Birthday Milestones Humans love structure. We love mental reset buttons—New Year's Day, Mondays, and yes, milestone birthdays. Psychologists refer to it as the "fresh start effect." It's why we so often decide to start new habits after birthdays or holidays. But here's where it gets tricky: we often judge our progress against societal norms we've internalized without question. Be married by 30. Have kids by 40—career set by 50. Start winding work down by 60. Head to the bleachers by 70—health issues by 80. You get the point. These invisible benchmarks can make milestone birthdays feel less like celebrations and more like report cards. Instead of asking "What awed me this decade?" we ask "Why haven't I achieved X by now?" UC Berkley, Psychologist Dacher Keltner, in his book titled Awe: The New Science of Everyday Wonder, reminds us that awe is a muscle we can develop through experiences such as music, nature, crowds, or small acts of gratitude. What if we countered our harsh self-judgments with awe instead? What if milestone birthdays became moments to marvel at what we've experienced rather than tally what we haven't accomplished? Instead of seeing milestones as end points, why not use them as launchpads? At 50, instead of coasting, maybe you finally train for that half-marathon—or half-marathon Netflix binge—both count. At 70, you don't have to slow down—you might adjust the pace. Hike the mountain, but pack the good snacks. At 80, don't stop travelling—travel better. Upgrade your flight, book the tour guide, or better yet, let your grandkids carry the luggage. Milestones are invitations, not limitations. The Self-Fulfilling Prophecy of Age What we whisper to ourselves about aging matters. A lot! Psychologist Robert Merton coined the now infamous term "self-fulfilling prophecy": hold an expectation, behave as though it's true, and—voilà—it becomes true. Becca Levy's Stereotype Embodiment Theory at Yale demonstrates how cultural age stereotypes become internalized, ultimately affecting our physical, cognitive, and psychological well-being. Decades of research confirm it: people who view aging positively live 7.5 years longer on average than those who don't. Your expectations are literally a health factor.  So when we tell ourselves "70 means slowing down," guess what? We often slow down. But if we say, "70 means redirecting my energy," the body and mind rise to meet it. Real-Life Icons Who Didn't Get the Memo Need proof? Could you just look around? Barbara Walters retired at 84 and lived to 93. Andy Rooney continued to share his witty commentaries on 60 Minutes until the age of 92. Grandma Moses began painting in her 70s and built an entire art career. Laura Ingalls Wilder published her first Little House book in her 60s. Benjamin Franklin produced much of his most famous work after the age of 50.  These aren't exceptions. They're reminders that energy, purpose, and influence aren't tied to the number of candles. Beyond Decades: Other Ways of Marking Time Why are we so obsessed with zero-ending birthdays? Some ancient Greek philosophers suggested dividing life into seven-year stages. Other traditions slice life into "seasons" or chapters. Victor Hugo famously quipped: "Forty is the old age of youth; fifty the youth of old age." I'd add: "Seventy is the mischievous middle age of wisdom, and eighty the encore tour." We may need to stop seeing decades as finish lines and start seeing them as chapters. The real story isn't the number—it's how you're writing the next page. Routines, Rituals, Traditions As I reflected on Paul's 80th birthday, I realized that birthdays are part of a bigger theme: how we structure our lives. We often use "routine," "ritual," and "tradition" interchangeably—but they aren't the same. Routines ground us—morning coffee, workouts, journaling. They stabilize our health and cater to every age group. These predictable patterns provide comfort, calmness, and a sense of direction. They're the scaffolding that holds our days together, especially during times of uncertainty or transition. And here's something beautiful: the best way to support someone older in your life is to make connection a routine. Tuesdays on the telephone with Toonie. Jeopardy on Wednesday with Gram. Sunday brunch with Dad. These aren't just nice gestures—they're anchors. They say "you matter" in the most reliable way possible: showing up, predictably, with love. Rituals connect us to meaning—lighting a candle, walking at dusk. They remind us of our values and create moments of intention in our lives. Rituals transform ordinary acts into sacred pauses. Traditions connect us to community—holiday dinners, family reunions. But some age as well as polyester leisure suits—time to remix them. Traditions connect us to community—holiday dinners, family reunions. But some age as well as polyester leisure suits—time to remix them. The key is to keep what serves us: comfort, connection, and a sense of continuity. However, we should abandon the "I should have accomplished X by now" narrative and replace it with one of celebration and gratitude. Ask not "Am I where society says I should be?" but rather "Am I building a life that feels meaningful to me?" One of my favourite traditions comes from Denmark: on birthdays, the Danish flag is placed at the celebrant's place setting. It's a small gesture, but it turns an ordinary meal into a moment of honour. Sometimes it's the little flags, not the giant balloons, that matter most. Practical Tips (With a Wink) Write Your Own Script: Stop asking, "What should I be doing at this age?" Ask instead, "What do I want to be doing?" Shrink the Feast, Keep the Fun: Big productions can be scaled down into smaller, more frequent micro-celebrations. Take a page from Frank Sinatra and do it "my way." Invest in Memories, Not More Stuff: Hot-air balloon ride VS another knick-knack. Say Yes First, Edit Later: Pickleball at 75? Say yes. Forget your shoes later. Celebrate in Advance: Start the party a month early. Stretch the milestone like an all-inclusive buffet.  Here's a thought: the older we get—whether it's 80, 90, or more—the more we should celebrate. Why restrict joy to just one day? Turn it into a birthday week. Or even better, a birthday month. We've earned it. A Toast to Us Milestone birthdays aren't warnings to slow down; they're reminders to cherish the present. They're reminders to double down. They're invitations to rewrite rituals, remix goals, and re-ignite purpose. If younger generations can say "live your best life," then let's steal that line and run with it (but don't break a hip). At every age, every stage, we can choose growth over decline, curiosity over fear, and why over why not. So the next time you're invited to an 80th birthday, picture the dance floor, not the rocking chair. Paul sure did. When I asked what's next, he smiled and said: "Finding ways to make it to 90!" Raise a glass and repeat after me: "If not now…when?" Because we're not over the hill—we're still building trails on it, with snacks. Sue Don't Retire... ReWire!

Sue Pimento

9 min

Seniors Pay the Highest Price When Politicians Dismiss Healthcare Evidence

Disclaimer: This is an opinion piece. It reflects the author's perspective and should not be considered medical advice. Please consult with your physician or healthcare provider to discuss your individual health and vaccination needs. If you’re experiencing health issues, don’t rely on blogs (even snappy ones)—rely on a qualified medical professional. Fall is here. Kids are back in class, pumpkin spice is back in mugs, and—like clockwork—news headlines are back stirring fear and doubt. This season, RFK Jr. is making noise about vaccines, throwing science under the school bus, and leaving some older Canadians wondering: Who should I trust—politics or science? Spoiler: if you’re betting on politics to keep you healthy, you might as well ask your neighbour’s cat for medical advice. So, let’s get back to basics: what shots you really need, why the science is solid, why politics muddies the waters, and how you can be your own best health advocate. Oh, and because you know me—I’ll sprinkle in a few “if only” vaccines we all wish existed. Science vs. Politics: Who Wins? Science: Vaccines work. They reduce severe illness, save millions of lives, and prevent outbreaks of diseases we thought we’d left in history books. COVID-19 vaccines alone are credited with saving over 1.4 million lives in Europe since 2020. Vaccines aren’t some modern fad cooked up in a lab—they’ve been saving lives since 1796, when English doctor Edward Jenner made a discovery that led to the first smallpox vaccines, which at the time was one of the deadliest diseases on earth. Fast forward to today, and the results speak for themselves. Data from the CDC shows that vaccines have slashed major diseases in the U.S. and Canada to the point where polio and smallpox haven’t been seen in decades—down from tens of thousands of cases every year in the 20th century. Even measles, which has made a resurgence due to rising vaccine skepticism, is still nowhere near the half-million infections Americans used to see annually. Thanks to vaccines, measles, pertussis, mumps, and rubella are now more likely to show up in a history book—or on a pub trivia night—than in your family doctor’s office. Over a century of data shows that vaccines don’t just work—they’ve rewritten medical history. A landmark CDC study published in JAMA by researchers Sandra W. Roush (MT, MPH) and Trudy V. Murphy, MD, with Centers for Disease Control and Prevention, Atlanta, Georgia did a major study comparing disease rates before and after vaccines became widespread.  The results were jaw-dropping: Cases of diphtheria, mumps, pertussis, and tetanus dropped by more than 92%, and deaths by more than 99%. Endemic polio, measles, and rubella have been eliminated in the U.S and Canada. Smallpox is gone from the globe. Even newer vaccines introduced since 1980—like those for hepatitis A, hepatitis B, Hib, and chickenpox—cut cases and deaths by 80% or more. The evidence found by the CDC study was so overwhelming that the authors called vaccines “among the greatest achievements of biomedical science and public health” (Source: JAMA, 2007) The number of cases of most vaccine-preventable diseases is at an all-time low; hospitalizations and deaths have also shown striking decreases. Think about it. When was the last time someone at your dinner table worried about catching smallpox? Enter RFK Jr., stage left. He has wasted no time since his appointment as US Secretary of Health & Human Services to undermine confidence in the public health system.  His recent moves—firing the CDC director, cutting mRNA funding (even for cancer vaccines!), and gutting expert panels—are sowing doubt faster than a Toronto raccoon opening a green bin. Even Dr. Martin Makary, Commissioner of Food and Drugs for the U.S. Food and Drug Administration (FDA), recently chimed in with an opinion piece published last week in  The Wall Street Journal. His take? Vaccines should mostly be reserved for high-risk groups, healthy people don’t really need them, and maybe we should start running more placebo trials “just to be sure.” That sounds reasonable until you realize it’s the same playbook RFK Jr. uses: shrink access, shift the burden of proof endlessly, and treat vaccines like optional extras. When Politics Drowns Out Science, Seniors Pay the Highest Price When politics drowns out science, we pay the highest price. Because the truth is: our immune systems age just like our knees do—creaky and slower to respond. Vaccines aren’t optional; they’re essential. Demanding new placebo trials for vaccines we already know work is like asking a baker to prove yeast makes bread rise every single year. And framing vaccines as “only for the sick” ignores the basic truth: when coverage falls, outbreaks rise. Period. Vaccines for Canadian Adults & Seniors (Source: Health Canada) Vaccines aren’t just for kids—they’re part of healthy aging, too. Health Canada has issued clear guidelines on which shots adults and seniors should have on their radar, from flu and pneumonia to shingles and RSV. Think of it as a maintenance schedule for your immune system. That said, every person’s health history is unique, so always check with your doctor or healthcare provider before rolling up your sleeve. Flu shot (Seasonal Influenza Vaccine) – Protects against flu strains that mutate yearly (PHAC – Influenza Vaccine). Everyone should receive it annually; seniors may be eligible for a high-dose version. Pneumococcal (Pneu-C-20) – Shields you from pneumonia, bloodstream infections, and meningitis (PHAC – Pneumococcal Vaccine). One dose at 65+. Shingles (Recombinant Zoster Vaccine – RZV) – Stops the chickenpox virus (that never left your body) from staging a painful comeback tour (PHAC – Shingles Vaccine Guidance)—two doses, starting at age 50. Tdap (Tetanus, Diphtheria, Pertussis Vaccine) – Protects against lockjaw, a throat infection, and whooping cough (PHAC – Tdap Vaccine). One-time booster, then Tdap every 10 years. Polio (Inactivated Poliovirus Vaccine – IPV) – Keeps polio from making a comeback (PHAC – Polio Vaccine). Needed if you missed doses or travel to outbreak zones. RSV (Respiratory Syncytial Virus Vaccine) – Prevents serious lung infections in older adults (Health Canada – RSV Vaccine Information). Recommended for ages 75+ or in long-term care. MMR (Measles, Mumps, Rubella Vaccine) – Blocks childhood triple threats (PHAC – MMR Vaccine). One dose if born after 1970 and not immune. Varicella (Chickenpox Vaccine) – For those who have never had chickenpox (PHAC – Varicella Vaccine). Two doses under age 50; For those over 50, the shingles vaccine is recommended. The Vaccines We Wish Existed Because let’s face it: medicine has cured smallpox, but not small talk. RV – Rectitious Vision Correction: For correcting poor attitudes and selective hearing in spouses. FOMOVAX: Stops the green-eyed monster when your friends are on a Caribbean cruise and you’re at Costco. TechTonic: For when Zoom won’t unmute and your iPad keeps asking for your “Apple ID you made in 2009.” EarPeace: Selective hearing—blocks whining, amplifies compliments. WineNot: The Thanksgiving booster that helps you tolerate in-laws, politics talk, and Uncle Bob’s gravy complaints. MemoryMap: Protects against the “where did I put my glasses?” epidemic. Spoiler: they’re on your head. If only. Until then, we’ll have to stick with flu and shingles shots. Screening Schedule: The Other Half of the Health Checklist Keeping your health on track sometimes feels like managing a full-time maintenance schedule. After all, the human body has more moving parts than a Canadian Tire catalogue—so of course things need regular tune-ups. If vaccines are like scheduled oil changes for your immune system, screenings are more like the regular safety inspections—checking the brakes, the lights, and making sure nothing rattles when it shouldn’t. Our bodies have a knack for keeping secrets until it’s too late, which is why Health Canada and national guidelines recommend routine checks for cancer, heart health, bone strength, and more. Here’s the recommended Health Canada guidelines—your doctor may adjust based on your risk.: Cervical (Pap test): Every 3 years, ages 25–69 (CTFPHC – Cervical Cancer Guideline). Breast (Mammogram): Every 2–3 years, ages 50–74 (CTFPHC – Breast Cancer Screening). Colorectal (Colonoscopy or FIT test): Every 2 years (FIT) or 10 years (colonoscopy), ages 50–74 (CTFPHC – Colorectal Cancer Screening). Prostate (PSA test): Discuss with your doctor around age 50 (CTFPHC – Prostate Cancer Guideline). Lung Cancer Screening: For current/former heavy smokers, typically ages 55–74 (Canadian Partnership Against Cancer – Lung Cancer Screening). Bone Density (DXA scan): At 65+ or earlier if at risk (Osteoporosis Canada – BMD Testing). Blood Pressure & Cholesterol: Annual or as needed (Hypertension Canada Guidelines). Diabetes (A1C test): Every 3 years starting at 40 (Diabetes Canada – Clinical Guidelines). Your Fall Holistic Health Checklist Still with me?  Here's a checklist that I personally follow as a seasonal tune-up—part vaccines, part screenings, part lifestyle hacks. It’s not about chasing perfection; it’s about making sure you’ve got the energy to keep doing what you love (and maybe even outpace the grandkids). Whether you’re just easing into retirement, solidly in the groove, or rocking your seventies with style, these age-by-age tips will help you stay sharp, strong, and one step ahead of sneaky health surprises. Pre-Retirees (55–64) Annual flu shot Covid-19 shot Start shingles series (50+) Tdap booster if due Immunization catch-up (MMR, polio, varicella) Screenings: Pap, mammogram, colon, bloodwork Exercise, hydrate, and learn to say no—yes, that’s preventive care too. Post-Retirees (65+) Annual flu shot (high-dose if offered) Covid-19 shot Pneumococcal vaccine RSV vaccine (75+ or communal living) Shingles vaccine if not done Screenings: colon, prostate, bone density, cholesterol, diabetes Keep bones strong: vitamin D, weight training, and occasionally lifting grandkids count. Active Retirees (70+) All of the above Review meds and fall-prevention strategies Stay social—book clubs, golf leagues, dance classes. Loneliness is a silent epidemic. Advocate for friends, spouses, and grandkids—because being the family health quarterback matters. Your Best Shot: Be Your Own (and Your Community’s) Advocate Vaccines and screenings are only half the story—the other half is using your voice. Seniors have enormous influence, and when you speak up, policymakers listen. Here are a few ways to make sure your concerns don’t get lost in the shuffle: Start local. Write a short letter or email to your Member of Parliament, MPP, or Mayor. Personal stories are more powerful than statistics—tell them why vaccines, screenings, and health services matter to you and your community. Pick up the phone. Constituency offices actually log every call, so even a five-minute conversation with a staffer goes on record. Think of it as Yelp for public policy. Go public. A letter to the editor in your local paper or a well-placed comment at a town hall gets noticed by decision-makers. Be persistent (but polite). Politics moves slowly, but steady nudges add up. You don’t need to storm Parliament—just keep knocking on the door. You’ve spent a lifetime paying taxes, raising families, and building communities—you’ve earned the right to be heard. And let’s be real: nobody wants to mess with a senior who’s got a phone, an email list, and time to follow up. This fall, don’t let politics steal your peace of mind. Don’t let headlines plant seeds of doubt. Vaccines and screenings aren’t about fear—they’re about freedom: freedom to keep moving, keep laughing, keep living the “Hip, Fit & Financially Free” life you deserve. And until they invent the "WineNot" booster or the "MemoryMap" shot, your best defence is still the good old-fashioned flu, shingles, and pneumonia vaccines—plus the screening tests that catch sneaky stuff early. So roll up your sleeve. Book that screening. Be your own health advocate. And while you’re at it, sign your spouse up for the RV shot—because an attitude adjustment should absolutely be a household vaccine. Stay healthy. Don't Retire Rewire! Sue Resources Want to dig deeper? Here are links to a few of my other health and wellness posts where I share practical tips, a little humour, and more ways to keep your retirement years strong, savvy, and stress-free. > The Retirement Games: From Sprint to Marathon, The New Retirement Reality > Life Hacks in Retirement: Strategies for Aging Well Also for each vaccine mentioned, here are some links to trusted sources of information.  Please consult with your physician or healthcare provider before commencing with any treatment. COVID-19 Public Health Agency of Canada (PHAC) COVID-19: Spread, prevention and risks https://www.canada.ca/en/public-health/services/diseases/2019-novel-coronavirus-infection/prevention-risks.html Flu Shot (Seasonal Influenza) Public Health Agency of Canada (PHAC) – Canadian Immunization Guide, Influenza Chapter: https://www.canada.ca/en/public-health/services/publications/healthy-living/canadian-immunization-guide-part-4-active-vaccines/page-10-influenza-vaccine.html Pneumococcal (Pneu-C-20) PHAC – Canadian Immunization Guide, Pneumococcal Chapter: https://www.canada.ca/en/public-health/services/publications/healthy-living/canadian-immunization-guide-part-4-active-vaccines/page-16-pneumococcal-vaccine.html Shingles (Recombinant Zoster Vaccine – RZV) PHAC – Shingles Vaccine Guidance: https://www.canada.ca/en/public-health/services/publications/vaccines-immunization/shingles-vaccine.html Tdap (Tetanus, Diphtheria, Pertussis) PHAC – Tdap Vaccine https://www.canada.ca/en/public-health/services/publications/healthy-living/canadian-immunization-guide-part-4-active-vaccines/page-21-tetanus-diphtheria-pertussis-vaccine.html Polio (IPV) PHAC – Polio Vaccine Guidance https://www.canada.ca/en/public-health/services/publications/healthy-living/canadian-immunization-guide-part-4-active-vaccines/polio-vaccine.html RSV (Respiratory Syncytial Virus) Health Canada – RSV Vaccine Information https://www.canada.ca/en/health-canada/services/drugs-health-products/vaccines/respiratory-syncytial-virus.html MMR & Varicella PHAC – Measles, Mumps, Rubella, Varicella Chapters: https://www.canada.ca/en/public-health/services/publications/healthy-living/canadian-immunization-guide-part-4-active-vaccines.html

Sue Pimento

8 min

The Rise of Grandparent Scams

Before you scroll past thinking, “Oh, another scam alert,” please pause. This isn’t your average “don’t answer spam calls” notice. What follows is an examination of the growing sophistication of grandparent scams—complete with call centers, scripts, and even AI voice cloning. More importantly, it’s about how to protect yourself and, especially, the older members of your family. Read on—not just for awareness, but for fundamental tools to keep your loved ones safe. Even Elvis Isn't Safe From Scammers You know the world has gone topsy-turvy when even the King of Rock 'n' Roll isn't immune to fraud. I've written before about the recent attempt to scam Elvis Presley's Graceland estate, but a recent story about senior fraud really got my blood boiling. U.S. authorities in Boston just charged 13 people connected to what I can only describe as a "grandparent scam industrial complex" – a sophisticated operation that bilked over 400 elderly Americans out of more than $5 million. These weren't your run-of-the-mill phone scammers calling from their basement. Oh no. These criminals were running call centers with scripts, managers, and daily money-making leaderboards like they were selling insurance, not breaking hearts. The math alone should make you furious: $5 million divided by 400 victims equals about $12,500 per person. That's not pocket change – that's someone's emergency fund, their vacation savings, or money they've been carefully setting aside for healthcare costs. The Grandparent Scam: Emotional Manipulation 101 If you're not familiar with grandparent scams, buckle up. These predators have turned family love into their business model, and they're disgustingly good at it. Here's their playbook: Step 1: The Panic Call – "Grandma, it's me! I'm in jail and need bail money RIGHT NOW!" Step 2: The Identity Theft – Using social media details (yes, those cute Facebook posts about little Johnny's soccer game), they sound convincingly like your grandchild. Some are even using AI voice-cloning technology. Step 3: The Time Crunch – Everything's an emergency. No time to think, no time to verify. Just panic and send money. Real emergencies, by the way, allow time for a phone call to confirm details. Step 4: The Collection – Cash via courier, rideshare driver pickup, wire transfers, even Bitcoin. Anything except the legitimate ways actual legal systems collect bail money (spoiler alert: the good guys don't send Uber drivers to your house). The Boston Grandparent Fraud Case: Scamming at Scale The level of organization in this Boston case reads like a twisted business manual. These criminals weren't just winging it – they had: Dedicated "Opener" staff who made initial contact with victims Specialized "Closers" who pretended to be lawyers demanding payment Management training programs for their scam employees Daily performance systems (because nothing says "organized crime" quite like gamifying elderly financial abuse) A number of things bothered me about this case The fraudsters got over $5 million from 400 victims. The simple math shows that, on average, each victim would have lost $12,500 – that’s not “walking around” money. I suspect many would have had to tap into a variety of savings accounts or possibly borrow from others to source funds on short notice. This creates an extra degree of hardship for victims who are struggling to manage on a fixed income. The average age of the victims was 84. This breaks my heart. The oldest in this cohort are especially vulnerable. At this age, many seniors live alone or are more isolated, making them easier prey for these deceitful tactics. Many of them are still uninformed about how these scams operate. The scammers showed a very high level of sophistication. According to court documents from the U.S. Department of Justice, District of Massachusetts (2025), the scammers operated a sophisticated “call center” with technology at multiple sites, enabling them to place a massive number of calls to unsuspecting victims. These scams would begin with an “Opener” employee, who would call victims and read a script (see below) pretending to be a grandson or granddaughter who was in an accident. Then, a “Closer” would allegedly follow up with another call, pretending to be their grandchild’s attorney, asking for a sum of money to pay for their grandchild’s fees due to the accident. Each of these call center locations had managers overseeing staff who trained, supervised, and paid employees. The most sickening part? They kept detailed records of how much money they stole each day, treating vulnerable seniors like ATM machines with feelings. Here is an actual photo of their “Leaderboard” taken as evidence in the Boston case. When it came to handling cash, they also had a plan for that. Most often, they used unsuspecting rideshare drivers whom they ordered to do a package pickup at the victim’s house. And these heartless criminals often went back for seconds and thirds. Using lines designed to trigger seniors into emptying their bank accounts. They would say things like "Oh, there's been a mix-up," or "A pregnant woman's baby was lost in the crash" – any lie to squeeze more money from people who'd already been devastated once. Now, I’ve been in enough boardrooms to know that leaderboards usually track sales of widgets, mortgages, or, at worst, how many stale muffins are left in the breakroom. But imagine walking into work and your boss says, “Congratulations, you scammed the most grandmas today—you win Employee of the Month!” That’s not just evil, it’s the kind of thing that should earn you a permanent bunk bed in a tiny jail cell.  And using Uber drivers to pick up cash? Please. The only thing Uber should be picking up is takeout and slightly tipsy people at 11 p.m.—not Grandma’s retirement savings. Some of These Scams Are Coming From Inside Canada Here's where this story hits close to home. While we might imagine these scams operating from some far-off location, some of the biggest operations have been running right here in Canada. In March 2025, Montreal police arrested 23 people connected to a massive network that allegedly defrauded seniors across 40 U.S. states of $30 million over three years. The suspected ringleader, Montreal developer Gareth West, allegedly ran call centers from Quebec properties and laundered the proceeds into luxury real estate. West remains at large, proving that sometimes the worst criminals are hiding in plain sight in Canadian suburbs. The Canadian Reality Check According to the Canadian Anti-Fraud Centre, emergency or 'grandparent scams' have become one of the fastest-growing crimes targeting seniors in Canada, with reported losses rising from $2.4 million in 2021 to over $11.3 million in 2023. Here's where it gets even more interesting.  Those figures are just the losses for gradparent fraud that are reported – experts estimate the true losses are at least ten times higher since only 5-10% of fraud victims come forward.  Let that sink in: we could be looking at over $100 million in actual losses annually in Canada alone. Here’s the part that really stings: no one is exempt. Not me, not you, not even that friend who insists they “don’t answer unknown numbers.” (Sure, Jan. We all know you still pick up when it says “potential spam.”) This isn’t just about losing money—it’s about losing confidence. The shame, the self-doubt, and the “How could I fall for that?” spiral are often worse than the financial loss. I’ve seen strong, capable people withdraw after being scammed, too embarrassed to tell their own families. And honestly—I get the same chill when I read these stories: Would I have caught it in time? It’s a reminder that vigilance is like flossing—we all know we should do it daily, and yet… sometimes we forget until it hurts. Supporting an Elder Who’s Been Scammed Here’s where we need to step up as families and communities Practical Support: Help them file a report with the police and the Canadian Anti-Fraud Centre. Contact their bank to determine if the funds can be recovered. Lock down social media and adjust privacy settings so future scammers have less ammunition. Emotional Support: Listen without judgment. Don’t say, “I would never have fallen for that.” (Trust me—you might.) or “you know better, Granddad”. Normalize the experience: this can happen to anyone. If AI can clone voices and manipulate emotions, it’s not about intelligence—it’s about being human. Follow up regularly. Shame makes people pull back, so check in to ensure they’re not withdrawing or losing confidence. Your Family’s Fraud Fighting Toolkit Look, I've spent over 30 years in the financial industry, and I can tell you that preventing fraud is always easier than recovering from it. Here's your family's defence strategy: The P-A-U-S-E Method Pause – Don't act immediately, no matter how urgent the request sounds. Ask questions only family members would immediately know ("What's Mom's maiden name?") Use known phone numbers to call your grandchild directly and verify information Set up systems to protect family members (like a secret family password) Explain to others – share this information widely with all family members Know the Red Flags Demands for immediate action (real emergencies allow verification time) Requests for secrecy ("Don't tell Mom and Dad!") Payment via courier, rideshare, wire transfer, or cryptocurrency Emotional manipulation ("I'm so scared, Grandma!") Any request for cash payment to resolve legal issues Family Password System Set up a secret word or phrase that only your family knows. Make it something memorable but not guessable from social media. "Fluffy" (your childhood dog) is better than a pet name you posted on a recent social media post. What to Do If You're Targeted Stop. Don't. Send. Money. Instead: Hang up immediately Call your local police to file a report Report to the Canadian Anti-Fraud Centre: 1-888-495-8501 or visit antifraudcentre-centreantifraude.ca If you've already sent money, contact your bank immediately Tell other family members what happened – you're not the only target These criminals exploit the most powerful human emotions: love, fear, and the desire to protect our families. They've turned grandparents' natural instinct to help their grandchildren into a multi-million-dollar crime operation. But here's what they're banking on (pun intended): that we'll be too embarrassed to talk about it, too confused to verify it, and too panicked to think clearly.  Don't give them that satisfaction. Remember, the average age of victims in the Boston case was 84. These aren't people who have time to recover from financial mistakes. Every dollar stolen from a senior is a dollar that won't be there for healthcare, housing, or basic dignity in their final years. We Can Fight Back Knowledge is power, and conversation offers protection. The more we discuss these scams openly – around dinner tables, in community centres, at family gatherings – the more we hinder these criminals from succeeding. Share this post with the seniors in your life. Not because they're naive, but because they're caring. And because caring people deserve to know how heartless criminals are trying to exploit their love. What is your family doing to protect against fraud? What are your strategies and ideas for keeping our loved ones safe? I’m also particularly interested in what financial institutions and various government agencies are doing these days to combat fraud and protect this vulnerable group. As I research this topic more, I’d love to hear from you. Remember: Real grandchildren in genuine emergencies can wait five minutes for you to confirm who you're talking to. Scammers can't. Helpful Resources: Canadian Anti-Fraud Centre: 1-888-495-8501 Report online: antifraudcentre-centreantifraude.ca For more retirement security tips, visit retirewithequity.ca Stay safe. Don't Retire Rewire!  Sue

Sue Pimento
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Biography

Sue Pimento, a former banking executive and seasoned citizen, has over 25 years of experience in the lending market with a focus on home equity.

As an Equity Advocate, Sue is dedicated to helping solve financing retirement problems with a focus on financial literacy. “Retire with Equity” gives retirees and their adult children proven strategies to leverage equity in their homes.

Her book "Retire with Equity" (to be released in 2025) explores various retirement topics, including goal setting, budgeting, downsizing options, and ways to generate cash flow while maximizing tax benefits. The book, coupled with intuitive online resources, will provide the tools and resources both retirees and their adult children need to best optimize their biggest asset and turn it into a reliable source of income.

Industry Expertise

Corporate Leadership
Financial Services
Banking

Areas of Expertise

Pension Reform
Interest Rates
Home Equity
Mortgages
Reverse Mortgages
Retirement financial security
Senior citizens
Financial Planning
Aging and Community
Real Estate
Retirement Planning
Psychology of Ageing

Accomplishments

Women of Influence, Canadian Mortgage Professionals

2018

Presidents Award of Excelence, HomeEquity Bank

2020

Education

York University

B.A.

General

1978

Affiliations

  • Mortgage Professionals Canada - Member Board of Directors (2015-2017)
  • Mortgage Professionals Canada - Member Board of Directors (2009-2011)
  • Invis - MI - Board of Directors (2008-20109)

Languages

  • English

Testimonials

VP, Consumer Sales

HomeEquity Bank

I’ve had an opportunity to see Sue speak on a number of occasions and she never disappoints. Her talk on ‘Living Wellthy’ really gave me something to think about - and I’m certain anyone else who’s living a hectic life - on the importance of balancing personal ‘Wealth and Health’. Speaking from the heart and from her own life experiences, Sue has an uncanny ability to connect with her audience. She is motivating, informative, entertaining and most importantly genuine!

VP, Marketing

HomeEquity Bank

I highly recommend Sue Pimento as a motivating and engaging speaker. She will delight you with her experiences and her sparkling stories. She delivers profound messages that speak to moments we all recognize but struggle to find words for until she enlightens you with hers. She is witty, animated, and always entertaining. If you get a chance to hear one of her talks, do yourself a favour and don’t miss it!

Executive Vice President – Operations and Legal

HomeEquity Bank

Sue has an energy that fills any room. Her passion to live a purposeful life is admirable and humbling. Sue is an excellent example of someone who has consciously decided what her bucket list is and actually makes it happen. Her engaging and commanding storytelling of her adventurous experiences draws the audience in, leaving them inspired, motivated and energized.

Media Appearances

"Changing Demographics and Tips on Connecting With Your Audience" - Video Podcast

The Pocket Broker Podcast  online

2018-01-04

Video Interview

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The Trillion-Dollar Opportunity: The Retirement Wave - Online Article

Canada Mortgage News: Expert Analysis  online

2021-07-29

“Riding the Retirement Wave,” which drew the largest audience Home Equity has seen so far in its series of webinars, also featured Sue Pimento, vice president of referred sales at Home Equity Bank. Pimento highlighted the current market focus on first-time homebuyers and Millennials, explaining that, instead, savvy real estate professionals should be looking to the older demographic, both to help their clients and their business’s bottom line.

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Sue Pimento: A Trailblazer - Magazine Article

HomeEquity Bank  online

2023-01-23

When I asked her why she enjoys working for HomeEquity Bank, she said, “Anyone can sell mortgages, but I could see an underserved demographic, an older population who was misunderstood and underrepresented. Older Canadians need money like everyone else. Money gives you choice, and choice gives you dignity.” Sue points to the fact that Canadians are living longer than ever before, and that means having the ready resources to support and enjoy a long life.

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Event Appearances

MC & Panelist

Rock Capital - Spring Conference  Horsehoe Valley Resort

2023-06-09

My Best Advice: The Words that Changed Me - Team 60's

Generation Women  Toronto

2023-04-18

Sample Talks

Keynote (Consumers) "Home Equity Strategies to Secure Your Financial Freedom"

Your home is more than just a place to live—it’s one of your most valuable assets. But how can you unlock its full potential to help fund your retirement, pay off debt, or supplement your income? In this session, we’ll take a deep dive into the world of home equity options and how they can serve as key financial tools for your future.

Whether you’re looking for ways to enhance your retirement income or create a solid financial plan, this session will equip you with the knowledge and confidence to make informed decisions.

Topics Covered
----------------------
- Understanding Your Income Options as a Homeowner:
- Do You Know Your Retirement Number? How to estimate how much money you’ll need for a comfortable retirement.
- Tapping Into Your Home’s Value to Pay Off Debt or Delay Social Security
- Protecting Yourself from Financial Scams & Fraud

Who Should Attend?
-----------------------------
This session is ideal for seniors, retirees, and homeowners who are considering using home equity to support their financial goals, as well as family members or caregivers assisting with financial planning.

Style

Availability

  • Keynote
  • Moderator
  • Panelist
  • Workshop Leader
  • Host/MC

Fees

$5000 to $15000*Will consider certain engagements for no fee

Research Focus

Retire With Equity

Research Projects for Upcoming Book (to be released 2025)

2025-09-01

Current Research: Focus Areas
--------------------------------------------
- Demographic shifts in Canada
- Key Issues affecting Canadians in retirement
- Pension reform
- Exploring New Home Equity Options
- Financial literacy strategies
- Intergenerational family dynamics & communication strategies related to money
- The neuroscience of money
- Mitigating financial risks related to fraud & scams

Courses

Mortgage Professionals of Canada

Instructor - Mortgage Agents Licensing Course

Mortgage Professionals of Canada

Instructor Mortgage Brokers Licensing Course