Beyond the Balance Sheet: Why Financial Empowerment is for Everyone
In a recent insightful conversation on the "Make Better Wealth Decisions" podcast with John J. De Goey, a leading voice in investor advocacy and author of Bullshift, I had the privilege of discussing a truth that CAFE holds dear: financial well-being isn't exclusive to the wealthy nor does financial hardship discriminate. It's a fundamental human right, and far too many Canadians are quietly struggling in isolation.
Imagine walking into a room of 20 people – 13 of them could be smiling, yet inwardly battling financial distress, convinced they're alone.
This is where true financial empowerment, as championed by the Canadian Association for Financial Empowerment (CAFE), becomes a transformative force.
Watch the podcast here:
Are you only thinking about financial literacy in terms of dollars and cents—and missing the people behind the numbers? This episode dives deep into how financial literacy and empowerment are evolving in Canada, especially for marginalized, neurodivergent, and underserved populations. John welcomes William Moores, President of CAFE (Canadian Association for Financial Empowerment), to discuss how trauma-informed, inclusive financial education is changing lives—and saving them. CAFE isn’t just an organization; it’s a movement grounded in equity, social responsibility, and access. With stories that range from systemic reform to saving lives through counseling, William shows us what a human-first approach to financial empowerment truly looks like. What you’ll learn in this episode: Why financial literacy must be trauma-informed and equity-centered to be effective in Canada How marginalized communities can access meaningful, bias-free financial advice What real reform in financial services looks like—from the front lines to global influence Watch now to learn how you can support—and participate in—a more empowered financial future for all Canadians.
Here are three key takeaways from our conversation that underscore CAFE's mission:
The Power of a Human-First Approach: We believe in walking alongside individuals without judgment or bias, providing unwavering support. It's about seeing the person beyond the numbers, understanding their unique experiences, and addressing their financial challenges with empathy and curiosity. This approach can, quite literally, be life-saving, as demonstrated by one of our certified counselors who helped an individual facing homelessness and considering MAID find a path forward.
Breaking Systemic Barriers to Access: Access to quality financial advice should not be dictated by income or background. CAFE is actively dismantling systemic barriers, empowering a diverse network of practitioners to serve their own communities—from new Canadians to Indigenous leaders. Financial literacy should resonate in every "color and song" of our diverse nation.
Collective Social Responsibility for Reform: Our work extends beyond individual counseling to advocating for broader reform within the financial services industry. We urge organizations to "refertilize the soil" in communities they engage with, fostering genuine reciprocity and social responsibility. Because when individuals and communities thrive, we all benefit.
These principles guide CAFE as we foster a "new era" of financial literacy, rooted in our unique Canadian legislation and a relentless dedication to ethical practice.
What are your thoughts on ensuring financial empowerment reaches everyone? Share your insights below!
Discover CAFE’s mission and programs at www.cafe-acaf.org and connect with us on LinkedIn at Canadian Association for Financial Empowerment (CAFE-ACAF.org)
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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) and don’t forget about our Early Bird rate for registering to attend the 2025 Financial Literacy Leaders Summit, taking place in Calgary, Alberta, October 8 - 10, 2025. Visit our website to register!
If you would like to learn about serving on CAFE’s Board of Directors, how 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 CAFE’s work and our impacts to date, see our About Us and Annual Report.
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