Entrepreneurial women: Rojo Rakotoharisoa’s bold self-reinvention

A native of Madagascar, Rojo grew up in an environment where entrepreneurship was part of everyday life. Her parents owned a yogurt and cheese factory, and very early on, she saw the commitment, management issues and challenges that come with establishing a business.

“I’ve always admired the way my parents built their company. They taught me that being an entrepreneur is, above all else, understanding a need and responding to it with passion and persistence.”

Rojo brought this mindset with her when she left her home country at age 18 to study in France. She specialized in computational chemistry, a field that allowed her to explore the design of innovative molecules.

Rojo’s passion for science led her to Canada, where she began a doctorate in chemistry. Her research project looked at graphene, a revolutionary material with outstanding properties. Thanks to its thermal and electrical conductivity, it represents a major advance for the microprocessor and battery industries, particularly for electric vehicles and energy storage.

Seeing the commercial potential of this innovation, Rojo got into entrepreneurship, to develop industrial applications based on this technology. However, she soon realized that commercialization of a scientific product took years of development and considerable investment. Rather than holding on to a project that no longer fit with her goals, she decided to explore a field where she could apply her analytical skills right away, finance.

After her doctorate, Rojo decided to learn directly in the field rather than return to the classroom. She turned to finance and wealth management, areas that allowed her to apply her analytical skills to serve others.

So she became an independent financial services broker, getting licences to practise in Ontario and Quebec. Her goal? To help families, business owners and new arrivals to Canada better manage their finances, improve their tax efficiency and ensure their future.

“I wanted to have the freedom to act and suggest solutions adapted to each client, without being limited by just one financial institution. Entrepreneurship lets me do this.”

Despite Rojo’s change in fields, the experience she gained at uOttawa’s Entrepreneurship Hub remains a key element in her success. Thanks to training and networking, Rojo has learned to structure her offerings, target her clientele and hone her sales techniques.

“I’ve understood the importance of market analysis, of the pitch and, especially, of knowing how to convey the value of what you’re proposing. In finance as in science, everything’s based on the ability to solve problems and find appropriate solutions.”

Today, Rojo is known for her ability to understand the needs of those she serves and to propose solid financial strategies to them.

In addition to her career, Rojo wants to encourage other women to dare to try entrepreneurship and tackle challenges head on. She knows that the business world — particularly the world of finance — is still dominated in large part by men.

“For a long time, I tried to adopt masculine workplace codes, hide my emotions and manage everything alone. But I’ve understood that a being a woman entrepreneur isn’t imitating an existing model — it’s creating your own. You have to learn to say no, to listen to yourself and to make choices that match your values.”

Her advice to women who are hesitant? Don’t wait to be 100% “ready” before making the jump. You learn to be bold by doing. And especially, you shouldn’t be afraid to ask for help or surround yourself with good people. With this way of thinking, Rojo hopes to not only build a successful business, but also inspire other women to take their places and believe in their potential.