CAFE Appoints Susan Carter as Chair of the Board of Directors

The Canadian Association for Financial Empowerment (CAFE) is pleased to announce the appointment of Susan Carter as Chair of our Board of Directors.

Susan brings a wealth of experience across Canada’s financial, communications, and nonprofit sectors. With a career spanning more than three decades, she has consistently demonstrated a commitment to integrity, clarity, and ethical leadership; qualities that align closely with CAFE’s mission to ensure equitable access to financial counselling for all Canadians.

Susan most recently served as Vice President of Marketing and Communications at Sagen, one of Canada’s leading private mortgage insurance providers. During her tenure, she championed national financial literacy initiatives, strengthened partnerships with lenders and housing professionals, and helped demystify mortgage financing for first-time buyers and vulnerable households. Prior to Sagen she held senior roles at EQ Bank | Equitable Bank, Tourism Toronto, National Trust, and American Express . She has also been recognized with multiple awards for excellence in brand strategy, industry education, and volunteer leadership.

Her academic background includes studies at York University and completion of the Harvard-MIT Public Disputes Program, where she further refined her approach to collaborative problem-solving and principled negotiation.

Susan’s leadership arrives at a pivotal moment for CAFE. As the organization scales its national presence, expands visibility for financial literacy and counselling certification and education, and deepens its work with underserved communities, her experience and reach will be invaluable. Susan has been a champion for the association for many years and played a key role in the re-branding and launch of CAFE in the spring of 2024.

“Susan’s appointment reflects both where we are and where we’re going,”

said William Moores, Chief Executive Officer of CAFE.

“She brings a national lens, a pragmatic mindset, and an unwavering belief in the power of client-centric financial literacy and counselling. Her leadership will help us continue to raise the bar for Canadian financial empowerment.”

Susan will work closely with her fellow Directors and sector partners to steward CAFE’s growth and impact in the coming year. Her legacy of strategic communications, sector-wide collaboration, and social commitment make her a powerful ambassador for financial dignity in Canada.

Help us congratulate Susan Carter, Chair, CAFE Board of Directors, on her new appointment! You can help through your engagement, comments, likes and resharing broadly throughout your network.

If you would like to partner for our 2025 Summit, or other opportunities at CAFE, please reach out to William Moores, CEO, CAFE, via LinkedIn or by viewing our website.

To learn more about our non-profit mission in advancing financial dignity and empowerment, visit our website and follow our LinkedIn Page Canadian Association for Financial Empowerment (CAFE-ACAF.org)

To learn more about CAFE’s work and our impacts to date, see our About Us and Annual Report.