The PHA Group has been appointed by Alif Pay to lead on its PR and communication activities in the Middle East. 

Launched in the UAE in September 2023 and headed up by Shafique Ibrahim, Alif Pay enables fintech products for UAE residents with a focus on the enhanced user experience of its app. 

The partnership with Alif Pay reflects the evolving partnership The PHA Group has shared with the wider Alif Group. 

The PHA Group first partnered with Alif in 2021. At the time, Alif was recognized as a leading fintech in Tajikistan and was looking to export its success to new markets. Since then, Alif has successfully launched into three new markets, increased its client base, and successfully concluded one of the highest funding rounds in Central Asia with Jefferson Capital, led by Chairman Khofiz Shakhidi. 

Alif has become a leading, global voice in Islamic fintech and continues to champion the talent and potential offered by Central Asia and the Middle East. 

Alif Pay joins The PHA Group’s growing portfolio of payment clients and joins the agency’s growing list of clients in the Middle East. 

Shafique Ibrahim, CEO at Alif Pay, commented: “We are excited to collaborate with PHA to elevate our communication strategies and strengthen our brand presence in the market. With their wealth of experience and dedication to excellence, we are confident that this partnership will drive our brand narrative to new heights and share the story of Alif Payment's innovative contributions to the fintech industry”.

Rhys Merrett, Head of Technology at The PHA Group, commented: “It has been a privilege working with Alif for the last two years. 

“Our mission is to partner with companies like Alif which are not only transforming society through innovative technologies but also committed to noble values. Casting a light on a region like Central Asia that is normally overshadowed by established fintech hubs like New York and London has been vital. 

“Alif Pay’s launch in the UAE is testament to this. We look forward to supporting Alif as it explores new markets, technologies and offerings now and in the future.”