Leadership

At FiFi, our leaders foster a culture where everyone can make a lasting impact. Their commitment to ownership and growth drives our vision of enhancing economic mobility, promoting financial literacy, and driving product innovation. This dedication sets the stage for teams to seize individual opportunities while advancing FiFi’s mission of empowering financial well-being for all.

Ethan Hawkins
CEO / Finance Expertise

Ethan started FiFi after realizing there is a lack of trustworthy financial advice available to consumers.

Julia Roberts
CFO / Finance Expertise

With over 18 years of experience in finance, Julia leads FiFi's financial operations with a focus on expanding domestic and international growth.

Emma Roberts
Finance Director

Emma focuses on driving growth in our businesses. She leads our General Managers, Business Development, BizOps, and Corporate Development teams.

Glenn Cho
CEO / Finance Expertise

Glenn has spent more than 20 years leading product, engineering and design teams with a focus on delivering engaging, personalized user experiences.

Susan Rodriguez
CFO / Finance Expertise

Susan enjoys scaling culture within organizations and creating end-to-end employee programs that support growth and change.

Hanah Smith
VP, Content

Hanah is an award-winning financial journalist who helps FiFi create content that makes complex financial decisions easier to understand so consumers can lead richer lives.

Our crew

Our growing team and partners

"At FiFi, our vision is to empower every individual in Vietnam to achieve financial growth and security. We are dedicated to supporting our customers by providing innovative financial solutions and education. Together, we can build a brighter financial future for all."
Ethan Hawkins
CEO / Finance Expertise