As an award-winning entrepreneur, innovator, nationwide speaker, and best-selling author, Amy Friesen is redefining how families approach aging and senior living in Canada. With a creative edge and deep industry insight, Amy brings clarity and confidence to families navigating the complex world of eldercare.
In 2014, Amy founded Tea & Toast, a trailblazing company that takes the overwhelm out of senior living decisions. Through bold ideas, fresh strategies, and an ever-growing library of helpful content, Tea & Toast has become a trusted guide for families seeking the right fit in retirement living.
Recognizing a nationwide need for better support, Amy went on to create Eldercare Planners of Canada—the country’s only national network of like-minded professionals focused on elevating the aging experience. With her innovative leadership, the network empowers professionals and families alike with customized solutions, compassionate care, and strategic planning.

Amy is also a sought-after speaker, known across Canada for her bold, trauma-informed talks that shine a light on the realities caregivers face—especially when navigating difficult family dynamics, unresolved trauma, and generational caregiving. She speaks to corporations, conferences, and caregiver groups about navigating eldercare with resilience, setting boundaries, and breaking cycles of dysfunction, all while providing actionable tools and real-world empathy. Her work has earned her accolades, including the 2018 Businesswoman of the Year Award and recognition as a Forty Under 40 recipient in 2019. Her expertise and advocacy have also been featured in various media outlets, including national news programs and industry magazines. Whether through speaking, writing, or mentoring, Amy continues to spark change in an industry that touches every family—offering not just options, but real peace of mind.