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Alif Appoints The PHA Group as UK PR Agency

by | Jul 19, 2021

The PHA Group announces its appointment by Central Asia-based fintech Alif to support its media exposure in the UK press.

Alif has a full banking license in Tajikistan, and a payments license in Uzbekistan, with plans to expand in the wider region. One of London’s leading independent PR agencies, The PHA Group, has been tasked with building the media profile of Alif as it strives to become the world’s first Islamic fintech unicorn revolutionising Central Asia’s financial ecosystem.

The agency will be working closely with Alif’s chairman Khofiz Shakhidi and founders Abdullo Kurbanov, Zuhursho Rahmatulloev and Firdavs Mirzoev to champion the exciting initiatives the bank is currently leading in Central Asia. These range from consumer finance, mobile payments and mobile remittances through to financial literacy and gender equality programmes, all of which are designed to empower local communities.

The agency has been appointed at an important time for Alif. Established in 2014 as a microcredit organisation in Tajikistan with only two full-time employees, the company now has over 650 staff members, over 600,000 users and impressive revenue growth. Alif is also in the process of finalising a number of important company announcements which The PHA Group will assist in launching over the coming month.

The PHA Group was appointed following a recommendation from a similar client in this space.

Khofiz Shakhidi, Chairman of Alif, said: “Alif is on a mission to become the world’s leading Islamic fintech player and I am proud to say that our growing team of fintech professionals has put us well on the path to achieving this goal.

We are so much more than a fintech company. Indeed, a core goal of Alif is spearheading the digital transformation of Tajikistan, Uzbekistan and wider Central Asia by creating a democratic digital ecosystem. By doing so, we will help improve financial literacy, education and put our region on the map as a rising global fintech hub.

We have some exciting announcements on the horizon and will be working closely with The PHA Group to promote our brand in the UK.”

Rhys Merrett, Account Director, at The PHA Group, commented: “Alif is a disruptive fintech company backed by an impressive and dedicated group of individuals. Taking into account the PHA Group’s expertise and experience in the fintech space, our partnership with Alif will ensure the brand is firmly established in the UK press as a global leader in Islamic fintech.

We look forward to working with Alif to establish its credentials in the English-speaking press and to help promote some of the exciting business announcements on the horizon.”


About Alif

Alif, founded in 2014 by Abdullo Kurbanov, Zuhursho Rahmatulloev, and Firdavs Mirzoev, over the past seven years developing into one of the leading fintech companies in the country. Alif offers its clients an ecosystem of technological and financial solutions: the most widely used finance app in the country (alif mobi), popular “buy now — pay later” payment system, largest online retail platform (alif shop) and cheap, fast, safe remittance system. For more information, visit: https://www.alif.holdings/

About The PHA Group

Established in 2005, London-based PR Agency The PHA Group is one of PR Week’s Top 15 Independent PR Agencies and was founded by Phil Hall, the former editor of the world’s bestselling newspaper and head of the Trinity Mirror Group. The agency has an expansive list of services which include Consumer PR, Sport & Fitness PR, B2B PR, Technology PR, Third Sector PR, Influencer Marketing, Healthcare PR, Crisis & Reputation Management, Social Media and Personal PR. For more information, visit:  www.thephagroup.com

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