Habiba Afonja Turns Founders' Numbers Into Clarity

Habiba Afonja started her first business with the earnings from a Christmas holiday job during her first year of college. That was more than 20 years ago. She has been building businesses, and learning what founders actually need, ever since.

Habiba Afonja is the founder of Amana Advisory Co., a fractional CFO and financial advisory firm. She helps growing businesses gain financial clarity by turning their numbers into practical insights that support better decisions, stronger cash flow management, and sustainable growth. A member of the Entreprenista League, Habiba built Amana Advisory to be the kind of financial partner she wished she had when she was building her own companies. The firm is the product of two decades of doing the work herself.

"I want more business owners to have access to the clarity, structure, and financial direction needed to grow with confidence," Habiba says.

Here is how a lifelong entrepreneur became the financial partner she once needed.

Two decades of building

Habiba knew early that she wanted to build. Her first business came from a holiday job, and her first partnership came from her first consulting engagement.

Over the years that followed, she built and ran businesses of her own, including one she successfully exited. That experience taught her something no spreadsheet could. She knew firsthand how hard it is to make decisions with limited financial visibility, because she had made them.

Those lessons continue to shape how she supports the founders she works with today.

From operator to advisor

Before growing Amana Advisory Co., Habiba spent more than a decade across accounting, tax, finance, and business advisory roles. Her experience spans both the United States and Africa, supporting organizations with financial planning, reporting, compliance, and strategic decision-making.

She started Amana Advisory to offer the guidance and strategic partnership she had wanted as a founder. Her clients are founders and leaders of scaling businesses who need better financial visibility to support growth. She helps them understand their numbers, improve cash flow, make informed decisions, and build a financial foundation strong enough to scale on.

Letting the work speak

Habiba's growth strategy was simple. Let the work speak for itself.

Early on she focused on delivering excellent results, building strong relationships, and taking on highly visible projects. That led to referrals, repeat business, and new opportunities.

"I've never been naturally inclined toward self-promotion, so being good at what I do and clearly communicating the value I bring to clients has been the foundation of my growth," she says.

The learning lesson about showing up

For someone who prefers doing the work to talking about it, one realization came as a surprise.

"That networking is practically a full-time job," she says of what she wishes she had known sooner. "Building relationships and showing up consistently are just as important as delivering great results."

Her solution is characteristically disciplined. If networking does not come naturally, she schedules it. She puts it on the calendar and treats it with the same rigor as any other important business activity. Over the last year she has intentionally invested in raising Amana Advisory's visibility, and the connections are already opening doors.

Advising founders on capital and exits

Although Habiba has not raised capital for her own firm, she has guided clients through the process, and her advice is grounded in how she runs her own work.

"Run your business as though you're preparing for an exit tomorrow," she says. "Keep your financial records organized, understand your revenue drivers, and know where your cash comes from and where it goes."

Her reasoning is straightforward. Investors are not just backing an idea. They are backing a business they can understand and trust, and clarity around the numbers strengthens a founder's position when opportunities arise.

What's next

Habiba's vision is for Amana Advisory Co. to become the go-to financial partner for scaling businesses. Over the next few years she hopes to expand the firm's impact through fractional CFO services, educational resources, and tools that help founders understand and use their financial information.

The goal underneath all of it stays constant: more business owners with access to the clarity, structure, and direction they need to grow with confidence.

You can follow Habiba on LinkedIn and learn more about her firm at amanaadvisory.co.

If Habiba's approach to turning founders' numbers into clarity resonates, the Entreprenista League is a community of women founders who value connection, shared experience, and practical business insight as they grow. Learn more about the Entreprenista League right here.