
Pfida: Buzz, Branding, and Connections

Muslim Tech Fest (MTF) is renowned for bringing together tech professionals, entrepreneurs, and innovators from across the globe. For Pfida, a leading player in the Islamic finance industry, MTF London 2024 offered an opportunity to showcase its brand, engage with attendees, and drive awareness about its investment products. In this case study, we explore how Pfida leveraged MTF to create buzz, generate interest, and forge meaningful connections.
Collaboration and Creativity: Pfida’s Journey at MTF
Pfida’s involvement in MTF London 2024 was not just about sponsoring the event but embracing the collaborative and creative spirit that the festival promotes. As Kaynat Choudhury, Pfida’s representative, shared, “We enjoyed every element of it. The collaborative element of us talking to each other, coming up with ideas—it was very creative. The sense of hope and support throughout the event was incredible.”
Pfida’s interactive approach, including their popular “cash grabber” activation and message boards, contributed to the energetic environment, turning their presence into a memorable experience.
Branding Success: From the Exhibition to the After Party
Their impact at MTF was highly visible, they loved engaging with attendees throughout the event, and their brand activations created a sense of excitement and buzz. As Choudhury noted, “We had more Pfida members around compared to other stall holders, and our cash grabber caused a sense of buzz around the area.”
The Pfida-sponsored after party became an extension of their branding success. “It was great hearing people refer to it as the ‘Pfida Party,’” said Choudhury. The sponsorship of the after-party cemented Pfida’s presence at MTF and generated further conversations around the brand.
The Dragon’s Den: A Platform for Thought Leadership
One of the standout moments for Pfida at MTF was the 30-minute Dragon’s Den-style session. This interactive pitch format generated discussion and excitement, allowing Pfida to showcase their innovative ideas while receiving constructive feedback from the panel. As Choudhury explained, “The panel was very critical, which added to the buzz even more.”
This session not only increased the brand’s visibility but also positioned Pfida as a leader in the Islamic finance space, sparking further interest in their offerings.
Networking and Partnerships: Key Connections Made
Pfida also benefited from networking opportunities at MTF. While immediate partnerships have yet to materialise, Pfida connected with several promising organisations, including CASA, a company specialising in rental solutions. Choudhury explained, “We’re waiting to see how things develop with CASA, but it could be a valuable connection.”
MTF provided Pfida with a platform to meet other key players in the Muslim tech and finance sectors, laying the groundwork for potential future collaborations.
Audience Feedback: Resonating with the Community
Feedback from attendees was overwhelmingly positive. Many appreciated Pfida’s strong branding and the clarity of their messaging. “A lot of people told us the branding was cool and recognised who we were,” Choudhury said, highlighting that the rebrand from Primary Finance to Pfida was well received by the audience.
The collaborative nature of MTF meant that attendees were not just learning about Pfida but were also part of an inclusive community. Choudhury acknowledged that most people came to MTF for the atmosphere and collaboration, which aligned with Pfida’s goal of being part of something bigger.
Looking Ahead: London 2025…
Looking ahead to MTF London 2025, Choudhury is optimistic about Pfida’s participation,with ideas already bubbling around a workshop session to help attendees interested in their products learn more.
Key Takeaways:
- Brand Visibility: Pfida’s interactive branding strategies, including the cash grabber and after-party sponsorship, successfully created buzz and engaged the MTF audience.
- Product Awareness Pfida attracted significant interest, with around 250 people registering for more information.
- Interactive Sessions: The Dragon’s Den-style session generated discussion and further positioned Pfida as a leader in the Islamic finance space.
- Networking Opportunities: Pfida made valuable connections during MTF, laying the groundwork for future partnerships, including potential collaborations with CASA.
- Looking Forward: Pfida plans to refine their approach for MTF 2025 by focusing on increasing conversions and exploring deeper audience engagement through workshops and targeted activations.

Arfah Farooq
Co-Founder of Muslim Tech Fest
Arfah Farooq is the co-founder of Muslim Tech Fest, Europe’s biggest gathering of Muslims shaping the tech world, and Muslamic Makers, a community helping Muslim changemakers thrive in tech and beyond. With a background in both public and private sectors, Arfah has launched impactful initiatives like the Number 10 Innovation Fellowship and a 1,500-strong product and delivery manager network for the UK Government. Recognized as one of Computer Weekly’s Top 11 Most Influential Women in Tech (2023) and a London Tech Week Changemaker (2018), Arfah is passionate about creating spaces where diversity drives innovation. When she’s not building communities, she’s researching and advocating for the next generation of Muslim women in tech as a Winston Churchill Fellow.