We are delighted to introduce Raza Ullah, the Founder and CEO of Pfida, an innovative company striving to revolutionize the financial sector with a focus on equity and fairness. Raza, an actuary by training, has an inspiring journey from working in the high-paced environment of London's financial markets to founding Pfida after a transformative pilgrimage. His story is not just about career evolution but also a deep-seated desire to align his professional life with his personal beliefs and values.

Pfida, under Raza's leadership, aims to disrupt traditional financial models by introducing products based on partnership rather than debt, reflecting principles of fairness and mutual benefit. This approach stems from Raza’s profound experience during Hajj, which reshaped his perspective on service and contribution to society. Pfida's name itself, a clever amalgamation suggesting benefit and people, encapsulates the company’s ethos of putting people first, a principle that guides all their innovations.

Our interview explores how Raza's actuarial expertise and his commitment to ethical practices are driving Pfida to address challenges like the housing market crisis. With initiatives that replace conventional debt-laden financial structures with more humane and equitable alternatives, Pfida is setting a new standard in the industry. Join us as Raza shares the intricacies of building a business that not only aims to be profitable but also profoundly positive in its impact on society.

Raza Ullah: Pioneering a New Era of Ethical Financing with Pfida

As Raza Ullah explains his unique journey from a high-powered career in finance to founding Pfida, his passion for creating a fairer financial landscape is palpable. "I’ve always believed in using my skills to serve people, not just profit margins," Raza shares, reflecting on the momentous conversation with a young colleague that redirected his life’s work towards more ethical pursuits. At Pfida, he’s not just about crunching numbers; he’s about making those numbers work for people, not against them.

It’s clear that for Raza, Pfida is more than a company—it's a mission. He describes how the traditional financial models, particularly in housing, often lock individuals into daunting decades of debt. "What we’re doing at Pfida," he elaborates, "is flipping that model on its head. We’re partnering with homebuyers instead of merely lending to them, removing the burden of debt and replacing it with a cooperative relationship." This innovative approach is rooted in Islamic financial principles, which emphasize equity and shared risk, yet is designed to be universally beneficial, embodying Raza’s vision of finance as a force for good.

The cornerstone of Pfida's model is its unique partnership-based contracts. "Imagine if, instead of dealing with a bank that sees you as a profit line, you partnered with someone who saw you as a person, an equal participant in a journey towards homeownership," Raza suggests. This ethos is encapsulated in his favorite saying: "We don’t just build wealth—we build relationships." It’s a fresh perspective in a field often criticized for its lack of humanity, one that Raza hopes will not only change how people buy homes but also how they think about their financial futures.

Raza Ullah Unveils Game-Changing Financial Freedom Through Pfida's Innovative Home Buying Model

Raza Ullah dives deep into the mechanics of their unique home buying model, which significantly deviates from traditional mortgages. "Instead of chaining our customers to rigid payment structures, we've created a flexible system where you can adjust your investments in real-time," explains Raza. This revolutionary approach is facilitated by a tech-driven platform, enabling customers to manage their financial commitments via an app, reflecting modern needs for adaptability and personal control. It's not just about avoiding debt; it's about fostering a proactive and empowered financial lifestyle.

The heart of Pfida’s innovation lies in its ability to adjust to life’s unpredictable nature. Raza shares, "If you can't afford your payment one month, you're not immediately in default. You can adjust your payments, or even use your accrued equity to cover costs temporarily." This system not only protects customers during financial downturns but also allows them to capitalize on better times without penalty. It’s a humane approach to finance, ensuring people can stay in their homes and maintain their dignity and security, regardless of their economic fluctuations.

One striking feature of Pfida's model is its inclusivity. Raza is passionate about dismantling the barriers that have historically limited financial products to certain demographics. "Our products are based on Islamic principles but are designed for everyone. They offer a debt-free pathway to home ownership that's not just appealing but essential in today's economy," he states. This philosophy extends to Pfida’s savings accounts as well, offering ethical, competitive returns without the ethical dilemmas often associated with traditional banking.

Raza Ullah Envisions a Future Beyond Traditional Banking with Pfida's Innovative Financial Solutions

Raza Ullah speaks with a clarity and vision about the future of home buying that is as refreshing as it is revolutionary. He describes Pfida’s approach to savings and investments with a straightforward mantra: "We’re not just about keeping money; we’re about making money work smarter and harder for everyone." His aim? To shift the public’s perspective from traditional, debt-ridden financial products to more inclusive and socially beneficial alternatives like Pfida’s shared partnership finance. This isn't just a new way to bank—it's a better way, designed to stabilize and enrich society rather than just profit from it.

As Raza elaborates on Pfida’s long-term goals, it’s clear that he’s playing the long game, hoping to influence other financial institutions to adopt similar models that prioritize people over profit. This vision extends into how Pfida manages savings, aiming to counteract the inflationary effects caused by traditional banking practices. By rethinking how money is saved and circulated, Pfida promises a model where saving money doesn’t inadvertently price people out of their own futures. It's a poignant reminder of the power of finance to shape society, and Raza is at the forefront, advocating for a system that benefits the broadest swath of humanity, not just the elite.

Raza’s commitment to ethical finance is deeply personal and professionally pivotal. He sees potential for significant societal impact, particularly for those who are typically most disadvantaged by the current financial systems. "Our approach aims to bring stability, not just to individual financial scenarios but to the broader economy," Raza notes. This idea of creating an economic environment where everyone can thrive is not just aspirational but foundational to everything Pfida stands for. As the conversation shifts to the technical side of Pfida's operations, Raza’s enthusiasm for leveraging cutting-edge technologies like AI and blockchain to enhance and streamline financial services is palpable, setting the stage for a future where finance is fairer, more responsive, and genuinely innovative.

Raza Ullah Sets the Stage for a Greener, More Inclusive Future in Home Financing

As we delve into the dynamic projects currently underway at Pfida, it's clear that Raza Ullah is not just about maintaining the status quo. Pfida is taking bold steps to address the UK's housing shortage by funding the development of new, more sustainable properties. "Our goal isn’t just to help people buy homes but to increase the supply of environmentally friendly homes," says Raza. With initiatives aimed at reducing the carbon footprint of the homes they finance, Pfida is setting a green standard that extends beyond financial benefits to environmental impact.

Raza is deeply committed to fostering a competitive and healthy market, advocating for a financial ecosystem that benefits all, not just a few. "Competition is good for the end user," he asserts, explaining how Pfida encourages other companies to enter the market with similar financial products. This open approach is designed to improve overall service and innovation across the industry, benefiting consumers by providing more choices and better terms. By promoting a collaborative rather than protective market environment, Pfida aims to enhance the financial landscape for everyone.

In our conversation, Raza also highlights the importance of staying agile and informed within the rapidly evolving financial sector. With a legal and compliance team dedicated to horizon scanning and regulatory trends, Pfida ensures they are always at the forefront of industry developments. This proactive approach not only helps them adapt to changes but also fosters a culture of continuous improvement and ethical practice, crucial for maintaining trust and integrity in their revolutionary business model. As Raza points out, "We’re built on the principle of doing good, and that’s how we navigate this ever-changing world."

Andrew Sheludenkov

CEO at Temy

Every day, we speak to one brilliant founder. Entrepreneurship is challenging; however, these individuals have overcome obstacles to achieve success. They share with us their failures and victories. Join us and gain daily inspiration from their experiences.