Samina Esha: Finance and the Journalist's Eye

Most people in financial services pick one lane. Samina Esha has kept two. She is President and Co-Founder of SETO Financial Inc., a Toronto-founded financial services firm, and she has continued to work as a journalist and writer alongside it. She is a nominee in the Finance & Insurance category of the TPC Awards 2026.

Building SETO Financial

Esha co-founded SETO Financial in 2018 and has served as its President since. The firm works with individuals and small businesses across five areas: financial check-ups, short- and long-term financial planning, commercial and residential real estate guidance, debt and cash-flow management, and business advice covering sales, marketing and social media. It operates as a fully virtual practice, with appointments held remotely.

Within the company, Esha's focus is business strategy, brand development and communications, the parts of the business that shape how clients understand what the firm does and why it matters to them.

A parallel career in writing

Esha's journalism predates and runs alongside the business. She has written as a freelance journalist for the National Post and Gleaner Press, and contributes to Trend Hunter, where her author profile lists 18 published articles. She also has editorial and publishing experience with Black Moss Press, and is the author of a children's book, Happy Hoppy Halloween.

The two careers feed each other. Financial advice is only as useful as the client's understanding of it, and the habits of reporting, checking sources and explaining clearly, carry directly into advisory work.

Recognition in 2026

This year Esha received Corporate Vision Magazine's Financial Services Leadership Excellence Award (Canada) and Acquisition International's Most People-Focused Financial Services Leader award (Canada). Acquisition International also named SETO Financial the Most Client-Focused Financial Services Company in Toronto. In October 2026 she was featured in a founder profile by DaHo Creative Hub.

Samina Esha is a nominee in the Finance & Insurance category of the TPC Awards 2026. Details are as provided in the nomination submission and on her and SETO Financial's public websites.