Five Questions With: Rachel Rodrigues, Canadian EY Private Assurance Leader and EY Canada Entrepreneur Of The Year Program Director

What does it take to lead a resilient, future-ready business?

For Canadian EY Private Assurance Leader Rachel Rodrigues, it starts with embracing what most are taught to avoid: uncertainty, vulnerability, and even failure.

As a champion of inclusive entrepreneurship, she’s worked closely with some of the country’s most dynamic founders—those scaling globally, navigating major disruptions, and rewriting the rules of what business can look like. Through programs like EY Entrepreneur Of The Year®, the EY Entrepreneurs Access Network, and Entrepreneurial Winning Women™, she’s helping build a more equitable ecosystem where bold ideas are backed, lived experiences are valued, and resilience isn’t about toughing it out alone, but growing together.

In this interview, she shares what truly sets successful founders apart, why vulnerability is one of the most underrated leadership tools, and the advice she gives women who are building companies on their own terms.

You work closely with entrepreneurs facing complex challenges. What’s one common mindset or leadership quality you see that truly sets successful founders apart?

One of the most consistent qualities I see in successful founders is a growth-oriented mindset. They don’t view challenges as roadblocks, but see them as catalysts for learning and reinvention. Whether they’re navigating regulatory hurdles, scaling into new markets or responding to economic shifts, these leaders approach uncertainty with curiosity and grit. Resilience and adaptability are essential, but what really sets them apart is their ability to stay grounded in purpose while remaining flexible in execution. The most impactful entrepreneurs are deeply anchored in a mission that goes beyond profit. That sense of purpose keeps them focused when things are going well and grounded when things get tough. They’re also not afraid to pivot when needed, and surround themselves with strong networks – mentors, peers and advisors who challenge their thinking and expand their perspective. That willingness to ask for help, to listen, and to evolve is what fuels long-term success.

What role do vulnerability and failure play in building resilient businesses, and how do you help leaders embrace these as strengths?

Vulnerability and failure are not weaknesses, but are rather foundational to building resilient, future-ready businesses. The most effective business leaders I work with are those who are honest about what they don’t know. When entrepreneurs are willing to admit uncertainty or acknowledge missteps, they create space for authentic leadership and trust within their teams. Failure, when reframed as feedback, becomes a powerful teacher. It sharpens strategy, builds mental toughness, and encourages innovation. Through the EY Entrepreneur Of The Year® program, we help founders normalize these experiences by fostering peer-to-peer learning environments where they can openly share what worked, what didn’t, and what they’d do differently. That transparency not only accelerates growth, but also cultivates a culture where teams feel empowered to take thoughtful risks and pursue creative ideas.

What’s a piece of advice you find yourself giving most often to women founders, and what do you wish more investors or advisors understood about their leadership?

I often tell women founders: Don’t wait for perfect conditions to take bold steps. You don’t need to wait until you feel fully prepared or validated by anyone else to speak up or take decisive action. Leadership isn’t about having all the answers. It’s about showing up with clarity, conviction and the courage to grow into the unknown. Your perspective is a strength, and it deserves to be heard. Even when the path isn’t fully mapped out, take your seat at the table and trust your instincts. And to investors and advisors, I encourage them to understand that women founders face barriers their male counterparts do not, from unconscious bias to limited access to capital. Recognizing these systemic challenges and actively working to dismantle them is key to unlocking the full potential of their ventures.

You’re a strong advocate for an inclusive entrepreneurship ecosystem. What changes are most urgent to ensure that diverse founders not only survive but thrive?

To build a truly inclusive entrepreneurship ecosystem, we need to move beyond access and focus on equity in funding, mentorship, visibility, and opportunity. One of the most urgent shifts is recognizing that diverse founders bring distinct lived experiences that are not just valid, but valuable. Their perspectives fuel innovation, uncover unmet needs, and build businesses that are more reflective of the communities they serve. But too often, these founders are navigating systems that weren’t built with them in mind. That’s why we need to intentionally invest in programs that provide tailored support. Programs like EY Entrepreneurs Access Network and Entrepreneurial Winning Women™ offer mentorship, executive coaching, and community. We also need to normalize confidence. Many women and underrepresented founders hesitate to speak up or pursue bold opportunities. But leadership isn’t about certainty, it’s about conviction. Encouraging these entrepreneurs to claim their space, trust their instincts, and build strategic networks is how we shift from survival to scale.

Looking ahead, what gives you hope about the future of entrepreneurship in Canada? What do you want to see more of in the next generation of business leaders?

What gives me hope is the sheer diversity of vision and values we’re seeing in Canada’s next generation of entrepreneurs. These founders are building businesses that are not only innovative but deeply intentional. They are grounded in community, sustainability, and impact. The ‘Made in Canada’ story is evolving. It’s no longer just about resilience; it’s about reimagining what’s possible. I want to see more founders who lead with purpose, more investors who back bold ideas, and more ecosystems that celebrate success at every stage – from local launches to global expansion. Supporting Canadian entrepreneurship means uplifting the stories, values and ingenuity that make our economy stronger and more inclusive. When we do that, we don’t just grow businesses, but we grow a future that reflects the best of who we are.