Affordable training for professionals working with older Canadians and their families. 
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Home of the Lifestyle 55+ Service Provider and MASTERS Training Programs.
Formerly known as Pivotal Accredited Senior Agent™ and Master-Accredited Senior Agent™

Senior Service Provider Training Program » Enhancing Your Knowledge, Resources, Networking & Marketing

Course FEE: $499 + HST.
As people age into later life, they require the assistance and guidance of dozens of professionals offering services and products, at different points in time. Within the categories of in-home services, outside resources, professional services, transitional living services and locations, one senior can encounter multiple industries and professionals over the course of months or years.

Many professionals have had to (by choice or circumstance) incorporate working with seniors into their practice in recent years, and many businesses old and new, aim to target seniors as part, or all of, their service provision. The best way for professionals and businesses to tap into this market in order to solve a problem their potential older customer has is to gain knowledge, have access to supporting resources, be part of a larger organization, and learn to market to their target client. There are service providers with excellent training and education within their industry, however many are not aware of niche educational opportunities, or the benefits of this type of education, when working with their older clients.

The seniors’ marketplace in terms of goods and services specific to that demographic, can be divided into two major components, each spanning multiple sectors, with the involvement of many professionals and services providers:
1. Health and,
2. Everything else that is needed for a senior, or family member, to maintain or manage:

  • Autonomy
  • Finances
  • Housing
  • Family Matters
  • Legal Issues
  • Lifestyle
  • Executor Roles

Welcome to the home of the Lifestyle 55+ Service Provider Affiliate and MASTERS programs.
Our programs are designed for any professional who wants to start working with seniors, or who wants/needs to have more knowledge and focus when they work with older adults.

After years of delivering the Accredited Senior Agent™ program specifically for the Canadian real estate industry and the Seneca College course on the Retirement Home Industry, the principles of Lifestyle 55+ Network, Inc. decided to offer their expertise to a broader range of service providers interested in obtaining education and resources related to their work with older adults.  This course offers a range of information at an affordable cost.

Who Can Benefit:

Regardless of the type of industry you serve, you will probably have certain regulations to abide by.  We do not override your regulatory body, nor do we tell you how to do your business, rather we discuss how you can implement what we share; how using our tools will help you work with your older clients; and what you can add to your offerings within your specific service industry, as it relates to adult children and seniors when life changes. 

This program is best suited for but not limited to:

  • Real Estate Services - REALTORS® are often called in to assist with downsizing, co-habitation, estate sales, sale of principal residence  to transition to seniors’ housing, and more.
  • Legal Services – many law firms specialize in (or have staff who assist with) estate sales, family issues, estate issues, Powers of Attorney, Wills, and executor services.
  • Financial Services - Advisors and Planners who deal with investment income for older adults, reverse mortgages and alternative financing specialists who work with seniors interested in accessing funds from their property for care or services, and staff involved in financial management services who act as attorneys for property for clients unable to manage their affairs.
  • Insurance Services – those who work in the areas of long-term care, health planning, life/beneficiary/gifting.
  • Seniors’ Housing – Retirement home Executive Director/Marketing Managers/Lifestyle Consultants.
  • Downsizers/Movers – often when people relocate to a senior housing community, they employ downsizers and/or movers to assist with their transition.
  • Personal Support Workers/Health Care Workers – for many who work in different areas of health care, their primary clientele are seniors, whether at home or in a health care facility.
  • Social Workers – for those unfamiliar with working in the senior sector who wish to work with the older adult population.
  • Age-in-Place Services – including those who offer home care, home renovation, support services, and home safety.
  • Accessibility Services – transportation, accessibility products and services.
  • Physical/Occupational Therapists – for those unfamiliar with working in the senior sector who wish to add the older adult population to their potential clientele.
  • Executor Services – for those who provide this service professionally, there are always senior family members involved in an estate.
  • and more…

What our Participants Want:

Every businessperson we encounter tells us they want more business, more clients, more live leads, and/or greater ROI.  If this is what you are looking for, and your quest brought you to this webpage, you are probably wondering if becoming a member of the Lifestyle 55+ Service Provider Affiliate Program will help you reach your business goals.  The question is: do you have a better chance of getting what you want or need to grow your business or client list without our program? 

This program is designed to give you a very good understanding and significant insight into the everchanging senior mindset, challenges, options, the players involved, and their motivations.  Gaining this information will allow you to develop your plan of action and understand how you can implement what we teach so that you can connect with, and serve, your clients better…
and that will empower you to gain more business and reach your goals!


One of the challenges both business owners and individual service providers have, is knowing who to access for other support services that clients they work with may need – this is especially true for those who work with seniors who may require assistance from multiple professionals.  Lifestyle 55+ Network, Inc. has developed a directory of services and an extensive database of seniors’ housing information.  Affiliates are encouraged to market their services so they can be found by other professionals looking to network and refer business, and by the public looking to purchase goods or services.

Building your own network is difficult, time consuming, and requires you to think outside the box.  As we build our education program, affiliates will be offered available marketing opportunities on our platform, at member rates, to assist in their marketing and networking efforts.

Course Overview:

Technology has finally offered us a way to create an inclusive educational forum enabling many providers, from various regions, the opportunity to join our program without the expense of travel, and the extra time required to get to and from a venue. Although there is an opportunity for in person classes for larger organizations, the usual method of delivery of this program is live-online!

Each member will receive a large workbook in PDF format containing educational content and multiple supportive documents.  The class covers several topics of importance related to older adults and working with them; conversations and case studies are a vital part of the curriculum.  Each member will be encouraged to access further reading and information on each topic using the workbook and referenced weblinks.  Currently the program is delivered in 3 - 3-hour sessions, 1 day a week, over a 3-week period. 

Participants will all have unique experiences and goals, as well as varying levels of knowledge related to working with older adults. Participants need not have experience working with seniors however, even those that do have experience will learn things they did not know. Everyone is encouraged to share their personal experiences, insight, views, questions, and suggestions.  Participant involvement will make your time in the class an enriching and educational experience.

Topics covered in the Lifestyle 55+ Service Provider Affiliate program include:

  • When Life Gets in the Way
  • Choice or Circumstance
  • Concerns of a Senior
  • Developmental Agendas
  • Cohort Traits
  • Emotions
  • Senior Women
  • Introduction to Seniors’ Housing Options
  • Working Outside Your Silo
  • Introduction to The Talk
  • Introduction to Being Person-Centred
  • Relationships
  • Introduction to Marketing
  • SCA Consulting

In addition to the live online classes, your registration fee includes:

  • 150-page PDF manual
  • Annual use of logo and membership access (1st year membership is included in your registration fee for the course)
  • Member access to private Facebook Networking Group
  • 43-page Care Planning Workbook
  • 24-page Retirement Residence and Long-Term Care Visiting Tips – MASTERS level only
  • 50-page Care Options for Seniors in Ontario - MASTERS level only
  • Marketing your brand training – MASTERS level only
  • Access to available marketing options on at a discounted Affiliate Member rate

Discover more about the Lifestyle55+ MASTER Program

Who We Are:

The Lifestyle 55+ Service Provider Affiliate Program was created by, and is currently taught by, the owners of Lifestyle 55+ Network, Inc., Esther Goldstein and Paul Cutajar, who have over 35 combined years of experience working in the senior marketplace.  Many of the teachings are a result of real-life scenarios, experiences, and solutions, which are made available for participants to learn from, and use, in their own work with older adults.  Over the years, we have collaborated with many people who own, or are employed in, a plethora of businesses and professions within the seniors’ sector; we know that the Lifestyle 55+ Service Provider Affiliate Program is one that can speak to all service provider professionals, who are called upon to meet and serve a senior’s need as they age.

Presenters:  Esther Goldstein and Paul Cutajar

2019 was a turning point for both Esther and Paul.  They were finally able to connect and use their experiences to bring their unique business ideas and shared vision to life through the launch of their business Lifestyle 55+ Network, Inc., and the platform.

Esther K.H. Goldstein: B.Sc., B.S.W., RSW, ASA™, Certified Ashby Memory Method™ Facilitator, Owner Senioropolis Inc., Partner Lifestyle 55+ Network, Inc., Lead Seniors' Consultant and Trainer for SCA Consulting Program, Part-time Professor at Seneca College.

Esther obtained a bachelor’s degree in science from the University of Toronto in 1986 and in Social Work from Toronto Metropolitan University (formerly Ryerson) in 1990. She is a registered member of the Ontario College of Social Workers and Social Service Workers. Esther worked as a hospital social worker in the Greater Toronto Area for over 12 years, primarily with the geriatric population. A significant portion of her work involved counselling senior clients, and their families, about the difficult task of relocating to care homes, and assisting them with the placement process. Out of her own need for information about private sector services for seniors, in 1997, Esther created The Comprehensive Guide to Retirement Living and a few years later, the affiliated website, The publication became well-known and was often referred to as  The Little Red Book where users could find answers to any question they had about retirement living and many of the homes in Ontario. The book was updated and recreated annually for 23 years. With the transition to  a few years ago, the scope of what could be provided online far exceeded the annual publication, so the last book was produced in January 2020. In 2021,  evolved into a new type of information site –one containing blogs and feel-good stories contributed by those in the retirement living sector -  and the housing information it previously held, transitioned completely to

Esther was a volunteer member of the Stakeholders Advisory Council (SAC) of Ontario’s Retirement Homes Regulatory Authority for 6 years beginning in the Fall of 2013. At the end of 2016, Esther was appointed Chair of SAC, a position she continued to hold through the end of 2019 when her term on the Council ended. Additionally, Esther volunteers her time as a member of the Board of Directors of The International Breastfeeding Centre in Toronto.

Esther shares her knowledge through article/blog contributions, media interviews, and lectures/workshops on 'Senior Living Options' and related topics at different venues including retirement homes, community agencies, and private organizations. Always an educator, she has been a social work student placement supervisor several times and has taught at the University of Toronto's School of Continuing Studies. Currently, Esther is a part-time faculty member at Seneca College where she teaches the course The Retirement Home Industry - Overview and Skills in the Social Service Worker Gerontology Program. 

In 2019, Esther partnered with Paul Cutajar. With a shared vision of how to build on the unique services each of them offered the senior sector and those who work in it, they incorporated Lifestyle 55+ Network, Inc. and now offer a new level of service to professionals and consumers, through multiple unique platforms and programs.

Paul Cutajar: MASTER-Accredited Senior Agent™ - Seniors Real Estate. Certified Executor Advisor (CEA). Certified Ashby Memory Method™ Facilitator, Essential Conversations Facilitator, Owner of Pivotal Aging Innovations Inc., Partner of Lifestyle55+ Network Inc.

Paul worked for 15 years as a REALTOR® and was the recipient of many top sales achievements. After acquiring the Accredited Senior Agent™ designation, Paul chose to focus his energies on working with seniors in transition and sought out opportunities to expand his knowledge and education, so he could specialize in working with, and consulting for, the older adult population. 

His quest for knowledge and specialist status led him to work on advanced education for the ASA™ brand, and to become Canada’s first MASTER Accredited Senior Agent™. Paul and his associates integrated many of the courses and programs relating to seniors in transitions into a business venture called Pivotal Aging Innovations Inc. This venture would see an inclusion of service programs and networking. Eventually, Paul obtained the program that ‘started it all’ and took over the provision of training at both the ASA™ and Master ASA™ levels under the Pivotal brand and company.

With a focus on being person-centred, in addition to obtaining and offering the Accredited Senior Agent™/Master Training Programs to Canadian REALTORS®, Pivotal also provided an opportunity for other professionals to learn how to work with older adults; it developed the W.R.A.F.T. program (Wounds Restraints, Abuse, Falls, Training); and supported seniors with memory loss through, and trained consultants to use, The Ashby Memory Method™. Paul is instrumental in seeking out and partnering with resources that empower care providers and older adults.  Some of the projects that were developed or worked on included:  Online House Auctions - Retirement MLS - Sell and Lease Back - Vacancy program and more.

Paul brings a very real - hands on approach to his teachings and interactions with clients.

Visit the next page to learn about the Lifestyle55+ Affiliate MASTERS program
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