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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Spotlight

5 min

What’s Your Brand, Boomer?

Picture this: a group of women in their 50s and 60s who've collectively decided to stop caring about chin hairs, laundry schedules, and everyone else's opinions. Sound liberating? It should. The New York Times recently profiled Melani Sanders, founder of the "We Do Not Care Club"—a crew of perimenopausal and menopausal women living by one fabulous rule: NO RULES! Their motto might as well be "Chin Hair, Laundry, Your Opinion: We Don't Care." While targeted at a younger demographic, the spirit of this movement resonates loudly among retirees, especially those dancing into their 70s and 80s, with less concern for public opinion and a greater commitment to living life to the fullest. But here's the thing—this "liberation" isn't just about attitude. There's actual neuroscience behind why we become more authentic versions of ourselves (and sometimes more blunt) as we age. Brain Aging & Inhibitory Control Let’s start with the science before we move into sass. Frontal lobe shrinkage: Researchers, including Stephanie Wong, a Research Fellow and Clinical Neuropsychologist, are studying how changes in the brain impact inhibitory control and social cognition as we age. Research shows that as we age, the prefrontal cortex—the brain’s internal social bouncer—begins to shrink. That means less inhibition, more "Oops, did I say that out loud?" moments. Inhibition deficits: Research published in the APA Journal of Neuropsychology shows that older adults find it more challenging to ignore distractions or hold back their impulses. Tasks like "stop-signal" tests reveal a clear decline in impulse control. Disinhibition causes behaviour shifts. Sometimes charming, sometimes awkward. If it's just being unusually honest, that’s one thing. If it's full-on undressing in the produce aisle, it might be time to see a doctor. Particularly with frontotemporal dementia, disinhibition can be a serious warning sign. Emotional Wisdom: Who Cares? Here’s the upgrade part of aging: Less shame, more self-acceptance. Turns out, as you get older, you care less if Karen from yoga thinks you talk too much. Socioemotional selectivity theory. As we become aware that time is limited, we stop pretending. Why waste valuable hours pretending to enjoy kale chips or dull book clubs? When to Be Concerned Normal aging: Some verbal slips, occasional public flatulence, and quirky jokes. Red flags: Rude outbursts, memory lapses, risky behaviour, and dramatic personality shifts. That might signal more than "aging into your truth." Impulsivity warning: High impulsivity in older adults can sometimes be associated with early-stage cognitive decline. When uncertain, discuss it—preferably with a professional. TL;DR Physical: Brain shrinkage leads to fewer filters. Emotional: Less time means less pretending. Caution: Disinhibition and cognitive issues suggest it's time for a check-up. Crafting Your Identity After 60 (Before Someone Else Does It for You) Let’s be honest: You already have a brand. Even if you never wrote a tagline or hired a designer, your brand is what people whisper (or shout) about you when you leave the room. It’s how you show up, how you age, and whether you become known as: "The Cranky Codger Complaining About the Price of Lettuce" or "The Glamorous Grandma with a TikTok Following." If you don’t brand yourself, trust me—someone else will. And they might not be as flattering. The Branding Trap of Aging Aging often loosens the filter and tightens the waistband. That’s just biology. But if we’re going to become more blunt, forgetful, and comfortable saying whatever pops into our head, shouldn’t we decide who we want to be first? Instead of becoming The Know-It-All, The Debbie Downer, or The Hovering Grandparent, why not become: The Mentor The Lifelong Learner The Sexy Sensei with Killer Dance Moves And let’s not forget: most of us swore we’d never become our parents. Spoiler alert: unless you act intentionally, you’re heading in that direction, with even worse tech skills. Timing Is Everything (And Also Totally Forgiving) The best time to plant a tree? 30 years ago. The second best? Right after you finish this blog, brush Dorito dust off your fingers, and take action. It’s never too early or too late to develop your personal brand. Think of it as building compound interest, but for your character. Start now before you need a doctor’s note for skinny jeans. Build a Brand That Outlasts Your Wi-Fi Password The goal? Shape a brand that becomes your legacy. Something grandkids remember, communities admire, and mirrors reflect with pride. I’m aiming for Hip, Fit & Financially Free. That means: Eating like I care Moving daily Sleeping like it’s my side hustle Managing money like I want it to stick around And fiercely guarding my energy from sugar crashes and toxic people Avoid These Unintentional "Elder Brands" The Cranky Codger: Complains constantly, hates oat milk, gives paper cuts with sarcasm. The Sweet Old Lady: Harmless and charming—and almost invisible. So sweet, she could give you cavities. Stands for nothing, falls for everything. The Know-It-All: Believes Google exists solely to confirm their opinions. The Nona/Nono: Helicopter grandparenting, over-involved, uses spit to clean your face in public. Attract These Brands Instead: 1. Glammy or Glampa 2. Wise Old Owl 3. Sexy Sensei 4. Unstoppable Opa Tips for Maintaining Youth in Mind, Body & Spirit 1. Hang out with younger people—use their slang, apps, and playlists. 2. Volunteer—Gratitude is more effective than Botox. 3. Mentor—your wisdom is not meant for hoarding. 4. Move every day—your joints might protest now, but they'll thank you later. 5. Protect your energy—eat healthy, sleep well, say no to nonsense. 6. Be mindful of your screen time—doomscrolling drains your spirit. 7. Keep learning—new languages, new tech, and new ways to be awesome. Legacy is the Long Game You don’t need to run marathons at 85 (though if you do, I’ll cheer wildly). But you should ask: "How do I want to be remembered?" Learn Italian at age 70. Take a gap year at 65. Get an MBA at 69 (worked for me!). Write your eulogy and then live it. Age isn’t a liability. It’s your proof of resilience. Now’s your opportunity to demonstrate that to the world. So, what’s your brand, Boomer? Because like it or not, you’ve got one. It’s showing up in every family dinner, work Zoom, golf game, and passive-aggressive Facebook post. The only question is — did you choose it… or did you just inherit the ‘We Do Not Care Club’ starter pack?   Maybe we don't care about chin hair, laundry, or your opinion — but we do care about how we’re remembered. That’s your real brand, Boomer. So, you can either define it — or let your grandkids do it for you… and trust me, they’ve already got the group chat ready! So go ahead. Print those business cards that say something fabulous. Brand Strategy at Any Age: Intend it. Live it. Leave it behind.  Stay hip. Stay fit. Stay financially free. And stay tuned. There’s more coming next week.  Spoiler: There will be laugh lines and a squat rack. Don’t Retire … Re-Wire! Sue

Sue Pimento

5 min

The Canadian Housing Market is a Mess

The Social Contract is Broken—And We Forgot to Tell Our Kids There was a time in Canada when the rules seemed straightforward: work hard, stick to the plan, and your kids would have an even better future than you did. That was the unspoken social contract—not legally binding, but deeply believed. A handshake between generations, sealed with maple syrup and mutual optimism. You purchased a modest home, stayed with one employer for 30 years, and retired with a gold watch, a pension, and a house you owned outright. Life wasn’t flashy, but it was fair. And your kids? They would climb even higher. Well… about that! The Housing Market: From Stepping Stone to Stumbling Block Homeownership used to be a rite of passage. Now it feels more like winning The Amazing Race: Toronto Edition. According to Statistics Canada housing data, in 1990, the average Canadian home sold for approximately $215,000. Fast-forward to late 2023–early 2024, and that number has ballooned to around $670,000–$700,000 on average —a more than 200–225% increase in just over three decades. Meanwhile, wages didn’t get the memo. Since 1990, they’ve only doubled. So, while home prices soared, incomes shifted to the kitchen for more instant noodles. It's not just a gap—it’s a canyon. Sure, there was a housing correction in the early ’90s. But if you’re under 40, you’ve never seen a price drop—only stable prices (on a good day). Meanwhile, boomers and older Gen Xers bought homes when down payments didn’t require a GoFundMe page. Boomers Rode the Rocket—Then Pulled Up the Ladder Let’s be honest: we did quite well. If you purchased property in the ’70s, ’80s, or ’90s, you benefited from a wave of equity that transformed retirement into a cruise ship brochure. For many, the house became the largest—and only—source of real wealth. We got used to it. Then we got protective. Then... well, a bit smug. NIMBYism? Guilty. Zoning restrictions? Voted yes. Capital gains reform? Over my arthritic body. Preferred Pronouns – Me, Myself and I We feared anything that could lower our property values. A 25% correction? Not in my golden years! But that might be what it takes to give our kids a fair shot. We told them to "work hard," then quietly reinforced a game they couldn’t win. We Told Them to Hustle—Then Rigged the Game Today’s young Canadians aren’t lazy; they’re exhausted. They’ve done everything we asked—degrees, careers, even side hustles—and still can’t afford a 500-square-foot shoebox in Toronto without cashing in their RRSPs or moving back into our basements. By the way, they’re doing this—not because they missed us, but because rent is eating up half their paycheque and still asking for dessert. Even worse? Many are looking abroad, not for a gap year, but for an economy in which they can participate—one where they might be able to afford a home and groceries in the same month. If the best and brightest are quietly packing their bags, it’s not wanderlust; it’s a policy failure. There’s now a whole ecosystem catalyzed by everything from consultants to cloud-based software and payment platforms that has aided a global movement of “creative-class” digital nomads. For those who want a more affordable cost of living and have the skills necessary to work remotely, this generation has options to move. In "Intelligent Money," author Chris Skinner envisions a future where AI-powered financial systems won’t just advise against homeownership—they’ll actively discourage it. Why commit to mortgage debt when you can rent flexibly, invest digitally, and maintain liquidity in your life? Not a dream, but a necessity. We told them to pull up their socks. They’re wondering if we sold their shoes. What Happened to Profit Sharing? Remember when companies used to share their success? Microsoft, Google, and yes, still Costco, offered profit-sharing or stock options that turned employees into unexpected millionaires. It wasn’t charity; it was a fair deal. Then gig work emerged, HR departments disappeared, and the only thing we shared was burnout. We need to restore fairness—perhaps even incentivize companies that value loyalty. Renter Equity Accounts: A Radical Concept—Equity You're not building wealth if rent is more than 30% of your income. You’re funding someone else’s retirement. So, here’s a thought: when rent exceeds 30%, why don’t we match the excess—25% to 50%—and deposit it into a locked “Renter Equity Account”? It grows tax-free and can be used for: A down payment Retirement savings Student debt relief Emergency funds Employers could contribute to REA plans. Governments could provide incentives, and renters could finally receive more than just a rent receipt and a pat on the back. It's Time for Bold, Practical Ideas We can’t rewind to 1990. (Although the fashion world is trying.) But we can fix what’s broken: Let Canadians earn their first $250,000 tax-free, provided it is used for a down payment or to eliminate student loans. That’s helping reduce overall debt. Ensure zoning reform is effective by linking federal infrastructure funding to genuine housing development. Establish public wealth tools TFSA-style accounts for low-wealth, high-effort Canadians. Forgive student loans for public service, specifically for individuals filling positions such as nurses, teachers, early childhood educators, and tradespeople, with added incentives for those relocating to underserved areas. Invest in them, and they will reinvest in us. What Families Can Do—Right Now No, you can’t rewrite national policy from the kitchen table. (Unless you’re Chrystia Freeland.) But here’s what you can do: Start a down payment fund—consider using a TFSA or an investment account to help your kids build capital. Create an ADU—laneway homes, granny suites, legal basement rentals. Housing and support combined. Access your home equity—HELOCs or reverse mortgages can be lifelines, not luxury options. Create a rent-to-own family plan—turn monthly rent into future equity. Discuss finances—share your successes, warn against mistakes, and share the financial knowledge you’ve gained from hard lessons. An Apology—from the Heart To our kids and to the next generation, we should say we’re sorry. We didn’t plan for this outcome. We assumed the paths we walked would still be open for you, that the same rules would still apply, and that equity would be available to all. We forgot that a contract—even an unspoken one—still needs to be honoured. But it’s not too late. We can speak out. We can share our thoughts. We can change the policies, shift the mindsets, and reopen the doors that have been closed, because the future of this country shouldn’t be something you have to leave to find. Let’s fix this. So, you can stay. And thrive. And lead. Let’s rebuild the contract together. Deal? Don’t Retire … Re-Wire! Sue

Sue Pimento

5 min

Reclaiming 'Spend': A Retirement Rebellion

June is Pride Month—a celebration of identity, resilience, and the powerful act of reclaiming. Over the years, LGBTQ+ communities have reclaimed words that once marginalized them. “Queer” used to be a slur. Now, it’s a proud badge of honor. Similarly, the Black community has transformed language once used to oppress into expressions of cultural pride and connection. So, here's a thought: What if retirees approached the word “spend” similarly? Yes, you read that right. The psychological Tug-of-War This isn't just about numbers; it’s about narratives. Most retirees have spent their entire adult lives in accumulation mode: save, earn, invest, delay gratification, rinse, and repeat. But retirement flips that formula on its head, and most people weren’t provided with a “mental user guide” for the transition. Now, instead of saving, they’re expected to spend? Without a paycheck? It triggers everything from guilt to fear to a low-grade existential crisis. The Challenge of Saving for an Extended Period Let’s get serious for a moment. The data tells a troubling story: Canadians over 65 collectively hold $1.5 trillion in home equity (CMHC, 2023) The average retiree spends just $33,000 per year, despite often having far more resources (StatsCan, 2022) Nearly 70% of retirees express anxiety about running out of money—despite having significant savings (FCAC, 2022) We’re talking about seniors who could afford dinner out, a trip to Tuscany, or finally buying that electric bike—and instead, they’re clipping coupons and debating the cost of almond milk. Why?  Because spending still feels wrong. I Know a Thing or Two About Reclaiming Words As a proud member of the LGBTQ2+ community and a woman who has worked in the traditionally male-dominated world of finance, I’ve had a front-row seat to the power of language, both its ability to uplift and its tendency to wound. There were many boardrooms where I was not only the only woman but also the only gay person, and often the oldest person in the room. I didn’t just have a seat at the table; I had to earn, protect, and sometimes fight to keep it. I’ve learned that words can be weapons, but they can also be amour—if you know how to use them. Reflect on Your Boundaries Take a moment. Have you ever felt prejudged, marginalized, or dismissed? Perhaps it was due to your gender, sexuality, accent, skin colour, culture, or age. It leaves a mark. One way to preserve your dignity is by building a mental toolkit in advance. Prepare a few lines, questions, or quiet comebacks you can use when someone crosses the line—whether they intend to or not. Here are five strategies that helped me stand tall—even at five feet nothing: 1. Humour – A clever remark can defuse tension or highlight bias without confrontation. 2. Wit – A precisely timed comeback can silence a room more effectively than an argument. 3. Over-preparation – Know your stuff inside and out. Knowledge is power. 4. Grace under fire – Not everything deserves your energy. Rise above it when it matters. 5. Vulnerability – A simple “Ouch” or “Did you mean to hurt me?” can be quietly disarming—and deeply human. Let’s Talk About Microaggressions The term microaggression may sound small, but its effects are significant. These are the subtle, often unintentional slights: backhanded compliments, dismissive glances, and “jokes” that aren’t funny. They quietly chip away at your sense of belonging. Dr. Robin DiAngelo’s book White Fragility is a brilliant read on this topic. She explains how early socialization creates bias— “Good guys wear white hats. Bad guys wear black hats.” These unconscious associations become ingrained from an early age. Some people still say, “I’m not racist—I have a Black friend,” or “I’m not homophobic—my cousin is gay.” The truth? Knowing someone from a marginalized group doesn’t exempt you from unconscious bias. It might explain the behaviour, but it doesn’t excuse it. And no, there is no such thing as reverse discrimination. Discrimination operates within systems of power and history. When someone points out a biased comment or unconscious microaggression, they’re not discriminating against you—they’re holding up a mirror. That sting you feel? It’s not oppression. It’s shame—and it’s warranted. It signals that your intentions clashed with your impact. And that’s not a failure; it’s an invitation to grow. Calling it “reverse discrimination” is just a way to dodge discomfort. But real progress comes when we sit with that discomfort and ask: Why did this land the way it did? What am I missing? Because the truth is, being uncomfortable doesn’t mean you’re being attacked. It often means you’re being invited into a deeper understanding—and that’s something worth showing up for. Let’s Reclaim 'Spend' What if we flipped the script? What if spending in retirement was viewed as a badge of honour? Spending on your grandkids’ education, your bucket list adventures or even a high-end patio chair should not come with any shame. You’ve earned this. You’ve planned for this. It’s time to reclaim it. Let’s make “spend” the new “thrive.” Let’s make super-saver syndrome a thing of the past. Let the Parade Begin Imagine it: a Seniors’ Spend Parade. Golden confetti. Wheelchairs with spoilers. Luxury walkers with cupholders and chrome rims. T-shirts that say: “Proud Spender. Zero Shame.” “I’m not broke—I’m retired and woke.” “My equity funds my gelato tour.” Dreams Aren’t Just for the Young What’s the point of spending decades building wealth if you never enjoy it? Reclaiming “spend” isn’t about being reckless—it’s about being intentional. So go ahead—book the trip. Upgrade the sofa. Take the wine tour. You’re not being irresponsible; you’re living the life you’ve earned. And if anyone questions it? Smile and say: “I’m reclaiming the word spend. Care to join the parade?” Sue Don’t Retire…Rewire! 8 Guilt-Free Ways to Spend in Retirement A checklist to help you spend proudly, wisely, and joyfully: ☐ Book the Trip – Travel isn’t a luxury; it’s a memory maker. ☐ Upgrade for Comfort – That recliner? That mattress? Worth every penny. ☐ Gift a Down Payment – Help your kids become homeowners. ☐ Fund a Grandchild’s Dream – Tuition, ballet, a first car—you’re building a legacy. ☐ Outsource the Chores – Pay for help so you can reclaim your time. ☐ Invest in Wellness – Healthy food, massage therapy, yoga. Health is wealth. ☐ Pursue a Passion – From pottery to piloting drones, go for it. ☐ Celebrate Milestones – Anniversaries, birthdays… or Tuesdays. Celebrate always! Want More? If this speaks to you, visit www.retirewithequity.ca and explore more: From Saver to Spender: Navigating the Retirement Mindset Money vs. Memories in Retirement Fear Of Running Out (FORO) Each piece explores the emotional and psychological aspects of retirement—the parts no one talks about at your pension seminar.

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
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- 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?
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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

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