Meet the Founder

Social CFO was founded by Rida Jafri, a finance leader with over 17 years of experience helping businesses navigate complex financial decisions with clarity and confidence.

A qualified Chartered Accountant, Rida began her career at EY and went on to hold finance roles across a wide range of industries – from retail and FMCG to pharmaceuticals, chemicals, and the not-for-profit sector. She’s worked with everyone from grassroots startups and social enterprises to iconic Australian brands like Target and Kmart, and global multinationals such as Unilever, GSK, and AkzoNobel. She brings a deep understanding of how to translate financial data into clear insights and confident decisions.

With a growing desire to give back and contribute to a more just and sustainable world, Rida quit her corporate career in 2025 and founded Social CFO to level the playing field. Her mission is to offer expert financial guidance to purpose-led organisations – social enterprises, not-for-profits, and small local businesses – who are often priced out of the kind of strategic advice available to larger corporations.

In her spare time, Rida is mother to an almost teenager (big job!), dreams about community living on a farm with her friends and is pursuing a Master of Economics of Sustainability through Torrens University and Modern Money Lab, in the quest to find a more equitable economic and political system for humanity.

Find her on LinkedIn here.