FinHer Focus with Danielle Lawrence – Connecting People to Purpose

For over 15 years, Danielle has worked at the intersection of people, purpose, and progress, building the human foundations that power Africa’s fintech revolution.
As Chief Operating Officer and Director at titc.io, and Founding Member & COO of the Fintech Association of South Africa (FINASA), she has played a pivotal role in helping fintechs scale across the continent. Under her leadership, titc.io has evolved from a talent acquisition firm into a full-fledged growth partner, offering recruitment, marketing, media, and events to help fintechs attract the right people, investors, and visibility to thrive. Her passion for fintech was born from a simple realization, that people drive innovation.
“The right people don’t just fill roles, they shape companies, cultures, and industries.”
Her career has been dedicated to connecting great minds to bold ideas, ensuring that every business she touches grows with purpose and people at its core. Beyond her executive role, she wears many impactful hats; Co-Chairperson of the Payments Academy (PASA) and President for Sub-Saharan Africa at the Africa Women in Fintech & Payments Network (AWFP). Through these platforms, she advocates for inclusion, skills development, and leadership representation, ensuring that women have a voice and a seat at the table shaping Africa’s digital finance future.

One of her proudest initiatives is KasiTech, a program she cocreated through FINASA to support fintechs emerging from the informal economy, helping them access funding, mentorship, and exposure. For her, KasiTech represents the heart of African innovation: “It’s proof that innovation doesn’t only happen in boardrooms,” she shares. “It happens in our communities, through resourcefulness, grit, and a deep desire to solve real problems.” Her journey, however, hasn’t been without its challenges. Like many women in leadership, she has faced both the subtle and overt barriers that often question women’s place in technology and decision-making. There were moments when she was underestimated, moments when she had to fight to be heard, but instead of retreating, she turned those experiences into fuel.
“Every time I was told I couldn’t, I found a way to show that I could, not just for myself, but for every woman watching,”
Those challenges became her compass, guiding her toward a leadership style rooted in empathy, collaboration, and empowerment. She believes true leadership isn’t about being the loudest voice in the room, but about creating space for others to find theirs, especially women breaking into male-dominated sectors.
Her vision for the future is bold and inclusive: a continent where fintech doesn’t just drive economic growth, but human progress where financial access and education empower people to build better lives.
“Fintech gives people choice, dignity, and the ability to participate in an economy that once excluded them,”

She dreams of a world where African fintechs compete globally not only because of their technology but because of their people: diverse, visionary, and fearless.
To young women entering fintech, her message is both powerful and personal: keep going. You are good enough, even when it doesn’t feel like it. If your skills or paycheck haven’t caught up yet, they will. If you face bias or discouragement, remember you’re not alone. The industry needs your voice, your ideas, and your resilience. Women are natural leaders; adaptable, strong, and capable of creating change. So keep learning, keep growing, and keep showing up. Every step you take moves the world a little closer to equality and progress.
As she beautifully puts it, “You are good enough, darling. You always were. The world just needs time to catch up and see the fire within you.” A reminder that the future of Fintech shines brighter because of women like her who never stop showing up.
