Our Commitment to the CBA Seniors Code

As the only bank in Canada that focuses solely on the needs of homeowners 55 and over, we’ve spent years working to ensure that they are treated fairly and with the respect they deserve. In July 2019, the Canadian Bankers Association (CBA) released a new code of conduct called the Code of Conduct for the Delivery of Banking Services to Seniors (Seniors Code), which outlines the ways that banks should effectively deliver their products and services to Canada’s older demographic. This includes, in part, protection from financial abuse, fraud, and scams where possible, and educating consumers so they can make smart and sound financial decisions.

What is the Code?

The Code of Conduct for the Delivery of Banking Services to Seniors released by the CBA, is a code that applies to all Canadian banks who serve at least in part, customers over the age of 60. The Seniors Code includes 7 principles which outline how a bank can better serve and accommodate the needs of older Canadians as well as the actions that can be taken to do so.

As a member of the CBA, we work to ensure we abide by all principles set out in the code, namely:
  • 1Establish and implement appropriate policies, procedures, and processes to support the Code
  • 2Communicate effectively with seniors
  • 3Provide appropriate training to our employees who serve seniors
  • 4Make appropriate resources available to customer-facing employees and representatives to help them better understand the banking needs of seniors
  • 5Endeavour to mitigate potential financial harm to seniors
  • 6Take into account market demographics and the needs of seniors when proceeding with branch closures
  • 7Publicly disclose the steps we have taken to support the principles set out in the Code

You can find the principles and more details on CBA’s Code of Conduct for the Delivery of Banking Services to Seniors.

Our Commitment to older Canadians

With the code in mind, we have made enhancements to our current processes to ensure our customers receive an optimal banking experience. For over 30 years we have been committed to serving older Canadian homeowners who want to retire in the home they love. It is important to us that they have the safety and security they deserve when they retire. With the help of this code, we will continue to honour that commitment.

Part of the code requires each bank designate a member of management to act as a “Seniors Champion” who will be instrumental in implementing the principles of the code, raising awareness for issues that affect older Canadians, and working with organizations focused on their needs. For our “Seniors Champion” we have designated our EVP of Marketing, Yvonne Ziomecki who has been with our company since 2013, serving older Canadians. Here’s why Yvonne is so passionate about taking on the role:

Yvonne Ziomecki
As the EVP of Marketing and Sales at the only bank in Canada focused solely on the needs of homeowners 55 and up, I've spent years working to ensure that older Canadians are treated with the dignity and respect they deserve.

That's why it's an absolute honour and privilege to be named HomeEquity Bank's Seniors' Champion. It's incredibly exciting to be given the opportunity to leverage my experience and knowledge about older Canadians to help advance the Canadian Bankers Association's voluntary seniors' Code of Conduct.

Empowering organizations with the knowledge and tools they need to help seniors in the years ahead is something I'm proud to be a part of.
- Yvonne Ziomecki, EVP of Marketing and Sales
HomeEquity Bank’s Seniors’ Champion

Our Commitment in Action

At HomeEquity Bank, it has always been important to us to develop practices that provide our demographic with the best possible customer experience. When this code was released however, we took it as a challenge to look for ways in which we could further improve that experience. Please see below the procedures we have in place to support the code.

Seniors Code Annual Report

HomeEquity Bank is pleased to release our 2023 Senior’s Code Annual Report. The report covers key principles of the code and highlights our devotion to meeting the needs of our customers.

With expert knowledge in financial education, elder abuse, fraud, age bias and many other aspects central to the Seniors Code, our commitment to educate our employees and partners on how to better serve customers is something we’re incredibly proud of.

Click to view our 2023 annual report as PDF, Download or Print.

Our previous annual reports can be found here:

Seniors Code Annual Report

Our Continued Promise

HomeEquity Bank is proud to be an advocate for the rights and respect of older Canadians and has been doing so for over 30 years. We are committed to continuing to enhance our processes so that our customers receive the best possible banking experience tailored to their individual needs.