This study explores the financial literacy of entrepreneurs managing start-ups, addressing a gap in existing research that predominantly focuses on established small businesses. Financial literacy is crucial for making informed decisions on budgeting, investing, managing debt, and interpreting financial statements. Empirical studies highlight benefits such as improved firm performance and better credit-risk management. However, start-ups face unique challenges, including market acceptance and revenue generation, which complicate financial forecasting. Using an informant-centric research design, we conducted in-depth interviews with start-up entrepreneurs in Sweden. Our analysis revealed that financial planning, particularly pricing strategies, is a significant concern for start-ups. The study also identified idiosyncratic practices related to product costing and control among financially literate entrepreneurs. Our findings suggest that financial literacy is essential for developing contextually appropriate solutions that may offer a competitive advantage. As such, our theorizing contributes to a broader understanding of financial literacy in the start-up context.