We caught up with the brilliant and insightful Sashell Daniel a few weeks ago and have shared our conversation below.
Sashell , appreciate you joining us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?
I never think about a 9–5 after stepping into full-time entrepreneurship. As a matter of fact, it honestly feels nauseating to even think about it (lol).
Though leaving a really good job at the bank—with a salary coming in at the end of each month—was rewarding and secure, I love the thrill of doing what I want, on my own time, from anywhere in the world.
It’s uncertain, yes, but I prefer working for myself, solving real problems and helping real people—especially with my new venture as a fintech founder. I run a marketing and branding company, SEMS, and now my co-founder and I are building a fintech solution that will enable swift payments across Jamaica and the wider Caribbean.
We’re also developing an Africa–Caribbean solution, as there is currently no fast or seamless way to send money to Africa from the Caribbean—or vice versa.
Sashell , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
For those discovering my work for the first time, I’m an entrepreneur, brand strategist, and fintech founder passionate about building solutions that create real impact. I transitioned from corporate life into full-time entrepreneurship to build with purpose, create legacy, and solve meaningful problems.
I lead two purpose-driven companies: SEMS (Marketing|Branding|Events) and Zafra Finance/Zpay.
Through SEMS, we help thought leaders, professionals, and growing businesses build powerful, visible, and profitable brands. Our work spans brand strategy, marketing, content development, publishing, online presence management, and event execution. We help clients communicate their value clearly, position strategically, and grow with excellence.
Zafra Finance focuses on enabling fast, seamless digital payments across Jamaica and the wider Caribbean. We’re also building cross-border infrastructure connecting the Caribbean and Africa to solve the current gap in fast, simple money transfers between these regions.
Across both companies, we remove barriers to growth—whether through stronger brand systems or better financial infrastructure.
What sets us apart is our commitment to purpose, excellence, and building long-term value. We don’t just offer services; we build platforms that help people be seen, trusted, paid, and empowered.
I’m most proud of having the courage to build something that doesn’t exist in my jurisdiction (the swift payment solution) and doing it openly without guarantees in a market & regulatory environment that doesn’t seem too ‘open’ to solutions like this.
If there’s one thing to know about my work, it’s this:
SEMS builds influence.
Zafra moves money and opportunity.
What’s worked well for you in terms of a source for new clients?
The best source of new clients for SEMS is referrals and the visible excellence of our work people experience our quality, see the results, and confidently recommend us.
How do you keep your team’s morale high?
Managing a team and maintaining high morale is something I’m very intentional about. At SEMS, where I’ve been building since 2019, I work with a core team of about 12 people, supported by gig workers and digital partners that’s our operating model.
For me, morale starts with respect and value. I believe in paying people well, consistently creating opportunities for growth, and not taking the glory for myself. I make it a priority to celebrate my team, include them in the process, and give credit where it’s due both publicly and privately. A simple “thank you” goes a long way.
I’m also learning that clarity is leadership. Being structured and specific in delegation helps everyone perform better and reduces friction.
With our fintech startup, Zafra Finance, the team dynamic is different it’s mostly male and it’s been a great experience as well.
Different environments, same focus: strong collaboration, mutual respect, and building meaningful solutions together.
Contact Info:
- Instagram: Sashell_daniel
- Linkedin: Sashell Daniel
Image Credits
Emylens
Shotsbytaj