The impacts of the Coronavirus pandemic on people’s finances spurred Sheun Oke to become a financial adviser herself.
She started her career in financial services in Nigeria but for years ,while she raised her children, Oke did a range of jobs which worked around her family life.
She eventually trained as a leadership coach and has even written a book on female leadership.
Oke also turned her hands to politics standing for the Conservatives in the 2019 general election in Poplar and Limehouse, losing against Labour’s Apsana Begum.
Then in October 2023, Oke started Emergenzz Financial Services.
She said the company focuses on protection, an area she is passionate about.
What inspired you to train as a financial adviser?
Oke previously worked as a leadership coach with a focus on encouraging more people into leadership positions.
In 2015 she wrote SUPERGirl 2 SUPERWoman: The Ultimate Guide To Female Leadership.
During Covid, a friend who was a financial adviser suggested Oke look into the career.
She said: “When Covid happened, I saw how it hit the black community.
“Some people who were working three jobs to make ends meet didn’t have insurance or financial protection.
“I was working in the community at this time and my friend said this industry needs more people who are passionate about education, why don't you look into becoming a financial adviser?”
Would you say protection is a focus for your firm?
“I started Emergenzz Financial Services because I saw there was a space in financial services for someone who is passionate about protection,” said Oke.
She is now also working on a book on insurance.
“So let me give you a typical example. I'm a mother so I understand that if you're a single mum, you're hustling to take care of your children.
"If you fall sick and you're not in full time employment, or maybe you're self employed, it is a disaster if you don’t have protection.”
You are directly authorised, was this a difficult process?
Oke said the process to becoming a directly authorised firm with the Financial Conduct Authority took almost a year and involved a lot of admin.
She said: “We are one of the very few Black-led directly authorised firm.
“There was a lot of admin and back and forth, we had to prove that we are here to stay.”
Oke said she wants her firm to help the next generation of advisers find their feet and hopes to employ more younger advisers.
Her hopes to grow the firm include plans to hire her 21-year-old son who is currently going through training.
How do you feel as a woman in finance?
“As a woman in financial services, we are outnumbered, financial services is very male,” said Oke.
"But as a black woman we are outnumbered.
“I try to go to as many meetings and events as possible to network and encouraging others to do the same. Because, the more we are in, the more we can have a voice and be able to address some of the things that will affect our community positively.
"One thing I am doing is trying to be a strong voice."
Do you have plans to recruit more younger clients?
Oke said at the moment most of her clients are between 35 and 60 but she is seeing more interest from younger people.
She said: “When I was speak to parents I tell them this is the best time for your children, when 18 years and above, to think about protection.
“It is before bad habits have started and is the time to get that foundation.
“Young people are more engaged with finance now. The Covid period made some of them realise that life can be risky and it is important to have advice and protection in place.”
If you own your own advice firm and would like to feature in the Coffee Corner interview series, get in touch at tara.o’connor@ft.com.
