Afiya (Fi) Titus


Founder of Coco Financial

After completing her professional accounting qualification at Deloitte, Fi made a bold move away from her steady finance job and commenced her foray into entrepreneurship when she started Soho-based street food brand – Lime Hut – or as her mother would say “left her fancy City job to sell chicken on a market stall!

The stall became a favourite local brand for contemporary Caribbean food following collaborations with Nike, Rooftop Cinema, Klarna and SBTV.

It was during her time on the street food scene that Fi co-founded her second business venture – Coco Financial. The brand was borne out of a commonplace pain point faced by many of Fi’s fellow female business owners. When it came to the finance and accounting aspect of running small businesses, there was often a lack of knowledge and more importantly, a lack of

confidence in tackling this area. This was something Fi had taken for granted with her finance background and she quickly became a community go-to ‘Financial Fairy Godmother’ for young aspiring female entrepreneurs. She had a knack for debunking and demystifying overwhelming finance matters in a relatable and fun way – without a suit, tie or briefcase in sight!

The pandemic proved to be a financially testing time for Fi, but through following her own principles she became an example of financial resilience, expanding Coco Financial’s offering of business finance to also include aspects of personal finance through seminars and coaching.

Fi is driven by a very purpose-led mission to increase health and wealth within historically underrepresented groups (women, young people, ethnic minority communities) through knowledge, relatability and exposure – she is after all a self-described Financial Fairy Godmother!


Afiya talks Entrepreneurship, Caribbean Cooking and Financial Literacy