Jemi Jeng
Founder
Jemi is a seasoned social policy professional, strategist, and advocate for gender equity. With extensive experience delivering state government reforms and leading digital transformation initiatives, she currently leads Customer Experience Strategy within the NSW Government.
Jemi first came up with the concept for Penny in 2018, after a series of candid conversations with women about their financial goals and challenges. A survey of over 100 women solidified her commitment to developing innovative solutions to empower women financially. In 2021, Jemi her vision into reality by founding Penny — a platform and community dedicated to closing the financial confidence gap and making homeownership accessible to Australian women. Her leadership is backed by a proven record, including senior roles such as Director of Optimisation & Project Delivery at Revenue NSW, where she led major projects promoting financial and digital inclusion.
Daiana Cardozo
Finance and Strategy
Daiana joined Penny in 2024 bringing a wealth of expertise to support and guide Penny’s business modelling, forecasting, expense management, and financial strategy. With over nine years of experience in corporate finance and financial advisory, Daiana specialises in business valuation, mergers and acquisitions, financial analysis and modelling, and intangible asset valuation.
Daiana’s impressive career spans roles as Associate Director at Deloitte, where she led multi-sectorial projects, developed valuation frameworks for tech startups, and provided strategic advice to public and private sector clients. Her expertise in crafting financial models has helped businesses optimise management decisions, secure funding, and grow strategically.
Daiana combines technical precision with a practical approach, ensuring Penny remains on a strong financial trajectory. She is passionate about empowering early-stage businesses and creating value through innovative financial strategies.
Bri Norton
UX and Accessibility
Bri is a Digital Strategist and User Experience and Accessibility specialist based in Canberra, Australia and has been an Accessibility Lead for both State and Federal Government and is currently a Digital Accessibility Consultant at Ability Works. Bri has more recently co-developed inclusive research workshops to share how to include accessibility earlier in the project lifecycle which includes engaging with people with disability as part of inclusive research activities.
Amongst her professional experience with government agencies and local businesses, Bri is the co-chair for Australia’s Web Accessibility Initiative OZeWAI.org, a Standards Australia Accessible ICT Procurement Committee Member, Director of Social Media, Education & Outreach at Standardari.org and a member of the ResearchOps.Community Cheese Board.
Melissa Lee
Visual Designer
Melissa Lee recently joined as a freelance visual designer, bringing her passion for user-centered design and future-focused creativity to our team. Collaborating closely with our UX/UI researcher and developers, Melissa translates research insights into practical and engaging designs that enhance the app and website experience for our customers.
Melissa is driven by the desire to foster meaningful intergenerational conversations through thoughtful branding and design strategy. Having lived in multiple countries, her global experiences, inspire her to create sustainable, accessible, and story-driven design solutions. Melissa’s approach combines strategic thinking with artistic precision, ensuring Penny’s design elements resonate with users and align with our mission to empower women on their financial journey.
Luke Wilson
Full Stack Developer
Luke is an experienced developer with a strong background in UX design, front-end development, and digital accessibility. With over a decade of experience, he has worked across government agencies and private sector clients, delivering intuitive, user-focused digital experiences.
Luke has led UI development for major projects, including government platforms and financial services, where he specialised in integrating modern frameworks, streamlining workflows, and mentoring junior developers. He is passionate about designing accessible, high-performance web applications that enhance user engagement and drive digital transformation. Luke brings a wealth of knowledge in UX best practices, Agile development, and responsive design.
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