Pfida (formerly known as Primary Finance) is built around the idea of putting people first.

Even its name “Pfida” means “benefit” or “goodness” across several languages.

Its goal is to make home ownership more accessible, flexible, and fair especially for people who want to avoid traditional mortgages and “islamic” mortagages.

Instead of lending money, the company buys a property together with the customer. The customer puts in a deposit and co-owns part of the home, while the company owns the rest.

The customer then pays rent only on the portion they don’t own. Over time, they can choose to buy more of the property whenever they want, gradually increasing their ownership and reducing their rent.

Unlike a conventional mortgage or an “islamic” mortgage there is no loan, no interest, and NO OBLIGATION to make fixed payments toward ownership.

Customers have full flexibility. They can buy more equity when they can afford to, buy less if money is tight, or simply pay rent without pressure. This removes the risk of default and repossession that comes with traditional riba mortgages and “islamic” mortagages.

The entire experience is managed through an app, where customers can adjust their payments, decide how much equity to buy, and see the financial impact of their choices. This gives them full control over their journey to home ownership.

Legally, the arrangement is based on a simple rental agreement. Buying additional shares of the property is optional and separate, meaning there is no enforced debt or obligation.

Rent is set based on local market rates rather than interest rates and is reviewed periodically like a normal rental.

The overall model is designed to be fair, flexible, and genuinely partnership based.

In simple terms, it allows someone to live in a home they partly own, pay rent on the rest, and gradually buy it outright at their own pace without taking on any debt.

Raza Ullah from Pfida | @pfidafinance