Cashwise Finance: How Elsie Godwin Turned Personal Frustration into a Global Financial Wellness Platform

Innovation has long been part of Elsie Godwin’s playbook. With a career that spans marketing, communications, media, fintech, and development,  she’s spent years using the power of storytelling and technology to drive real impact. As the Co-founder and Chief Operating Officer of Cashwise Finance, a fintech company operating in Nigeria, the United States, and other parts of the globe, Elsie is now helping shape the future of financial wellness through seamless remittance and digital money tools.

In this exclusive interview, she opens up about her multi-sector journey, the pain points that inspired Cashwise, and the challenges of building a compliance-first platform in the competitive fintech space. She shares key lessons for budding founders and women breaking into tech or media.

You have a career that spans marketing and communications, media, fintech, and development. How have you successfully navigated and integrated these diverse sectors, and what drives your passion across them all?

Elsie: My career path has been exciting for me. I have always been blessed with the room to do the things I love, which makes it enriching. Each sector – marketing, media, communication, fintech, and development – has sharpened my problem-solving abilities. What connects them all is a focus on people: understanding their needs, behaviours, and motivations. I’m driven by value and impact, whether helping a brand communicate better, building tech that improves access to finance, or using media for advocacy. Integration has come naturally through transferable skills: strategic communication, marketing, brand management, operations management, and innovation.

You have a strong presence in the media. What inspired you to venture into fintech (Cashwise Finance) while still being active in media, and what gap were you hoping to fill in the fintech market?

Elsie: Media gave me a platform to understand people at scale, but I wanted to go beyond storytelling and build solutions. Before Cashwise, I had been at the heart of two fintechs and led marketing in a web3 fintech company. Cashwise was born from personal and observed frustrations with money movement and the limited financial tools. I have visited 13 countries and saw a clear gap in creating a seamless, secure, and user-friendly remittance and financial wellness platform. With similar experiences, my co-founders and I knew we could build a product that connects people and their finances regardless of location. 

What are some of the biggest challenges you’ve faced building Cashwise Finance, and what milestones or innovations are you most proud of? How are you using them to stand out in the competitive fintech space?

Elsie: From day zero, we clearly understood the product and how we wanted to stand out –  a compliance-first approach. One major challenge has been navigating the complexities of compliance and licensing across different jurisdictions. Trust-building in financial services is not instant. It’s earned. I’m most proud of launching a live product on Android and iOS that enables instant transfers and empowers users to manage their money globally. I am proud that we are rethinking financial technology with a user-centric design, paired with strong backend security and intuitive user flows, which helps us stand out in a crowded space.

As a Co-founder and COO, you’re at the heart of Cashwise’s operations. What does a typical day look like for you, and how do you approach leadership within a startup environment?

Elsie: No two days are the same. I move between product development check-ins, partnership discussions, marketing strategy, and user feedback loops. As a startup leader, I focus on clarity, speed, and empathy. The team is empowered with ownership while keeping everyone aligned with our broader vision. 

Cashwise Finance is described as a fintech providing remittance and payment services through a multi-wallet system. Can you walk us through some of the key features?

Elsie: Multi-wallet system, virtual dollar cards, instant remittance for supported countries, global payment services integrations like PayPal, bill payments, and more. We are creating a borderless experience for international citizens. 

Operating in the US comes with its own set of regulatory standards and user expectations. How has Cashwise tailored its approach to meet the needs of the US market, and what opportunities or challenges have stood out so far?

Elsie: The US has a mature fintech ecosystem and high user expectations, especially around security and UX. We’ve adapted our approach to prioritize compliance, robust KYC/AML processes, and seamless user experiences. One key opportunity has been appealing to communities that still struggle with remittance products that do not factor in customer experience in their operations. It’s about ensuring we provide satisfaction, one customer at a time. 

Cashwise is eyeing expansion into the Canadian market. What excites you most about the opportunity in Canada, and what considerations are top of mind as you prepare to enter that space?

Elsie: Canada excites me because of its vibrant immigrant population and progressive fintech landscape. We’re especially keen on connecting people with a mobile lifestyle with tools that help them access and spend their money from anywhere while supporting loved ones back home. Top considerations include regulatory navigation, partnerships with local institutions, and crafting culturally nuanced user onboarding flows.

What are some of the biggest lessons you’ve learned as a co-founder and COO in the fintech space?

Elsie: Building in fintech demands patience. You must balance innovation with regulation, and that tension requires clarity of purpose and resilience. Lastly, building the right team and culture is non-negotiable; your people make or break the mission.

For those looking to build fintech solutions, what key lessons or advice would you share from your journey so far with Cashwise?

Elsie: Start with the customer, not the tech. Obsess over their pain points, test your assumptions constantly, and build iteratively. Don’t underestimate regulatory challenges – get expert guidance early. Surround yourself with a team that complements your gaps. The fintech space is tough but incredibly rewarding if you stay focused and flexible.

If you could give just one piece of advice to young women looking to make a mark in tech or media, what would it be?

Elsie: Own your voice and show up boldly. Don’t wait to be invited to the table – build your own or pull up a chair. Identify your privileges and maximize them unapologetically. The world needs your perspective, your creativity, and your leadership. Confidence grows with action, so keep showing up, do the work, give it your best, and take space. Make excellence your watchword. 

A Bold Vision for Global Finance

Elsie Godwin’s journey with Cashwise is a compelling blend of purpose, innovation, and people-centered thinking. Her leadership is redefining access to finance for a global community.

As Cashwise continues to expand its reach and refine its offerings, Elsie remains committed to a vision of inclusive finance, one where technology meets trust and everyone, no matter where they live, has the tools to thrive financially.