Pfida OwnToLet

Pfida Ltd (company 10347817) began in 2016 as Primary Finance, founded by CEO Raza Ullah with co-founder Sheikh Salman as Chief Legal Officer, with a stated mission of eradicating debt from home buying. The first customers completed in 2019, and the rebrand to Pfida (a play on 'faidah' - benefit - with a silent P for people) marked the shift to a broader platform: savings products on one side, home provision on the other, with the savings pool funding the homes through a ring-fenced entity, Pfida Finance PLC, that owns each property directly.

OwnTogether, the home product, is a partnership rather than a purchase plan. The customer brings a recommended 20% initial equity (15% case by case), Pfida buys the rest, and the customer pays rent scaled down by their equity share. Three design choices distinguish it from every HPP on the market. First, there is no obligation to acquire Pfida's share - ever - so there is no debt, no early repayment fee and no late repayment fee; a customer could theoretically rent Pfida's share for decades. Second, rent is set from local rental market factors with capped annual reviews, not from an interest benchmark - the only UK provider that can say this. Third, Pfida commits to selling its share at the original purchase price even 30 years later, so all appreciation on the customer's trajectory belongs to the customer, and rental discounts accrue as equity grows (unlike shared ownership schemes, which Pfida pointedly criticises). The equity buffer adds a hardship mechanism: a customer who cannot pay rent can pay from accumulated equity and buy it back later, reducing foreclosure risk structurally rather than through forbearance policy.

Eligibility is correspondingly conservative: finance GBP 50,000 to GBP 400,000 on properties GBP 100,000 to GBP 500,000 (GBP 50,000 floor for OwnToLet), minimum age 21, minimum income GBP 25,000 individual or joint, at least one applicant with indefinite leave to remain or settled status (or a guarantor with it), UK-based (or UK expats who remain UK taxpayers), 6 months of UK bank statements, no bankruptcy or IVA in 5 years, no active CCJs. Properties must be freehold houses aged 5 to 80 years that pass survey - no leaseholds, flats, high-rise, auction or non-standard construction. OwnToLet extends the model to landlords case by case, underwritten on personal affordability rather than rental income so payments survive voids, with a legal charge applied.

The funding side is the model's engine and its bottleneck. Grow-Your-Savings accounts (GYS from GBP 100, GYS+ from GBP 5,000, GYS Pro from GBP 30,000) invest in Pfida Finance PLC and earn a share of the rental profit - historic awarded rates up to 4.07%, 4.60% and 4.70% respectively, paid monthly, with a 0.25% exit fee and a recommended 3-month notice period, and Pfida argues the structure is zakat-exempt, boosting effective benefit. Because homes are funded from this pool rather than leverage, origination is rationed: the public waiting list runs toward 5 years by Pfida's own FAQ, while GYS Home savers (who are simultaneously building their deposit) sit on a separate, faster list. It is the most honest waiting-list disclosure in the market and also the clearest signal of the model's scale constraint.

Regulatory position, stated with unusual bluntness in Pfida's own footer: Pfida Ltd (FCA FRN 1053702) is an appointed representative of Leela Regulatory Solutions t/a Leela Partners (FRN 845185) solely for arranging deals in investments; the promotion of savings accounts falls under FCA financial promotion rules, but none of Pfida's products are FCA regulated, there is no FOS recourse and no FSCS cover. Endorsements carry weight in its segment - Sheikh Haitham Al-Haddad ('a genuine Islamic partnership'), Umer Suleman of the Islamic Council of Europe, Harris Irfan (chairman, UK Islamic FinTech Panel) and Tarek El Diwani are all quoted - and Islamic Finance Guru has reviewed the model in depth. The bet a customer makes is on Pfida's solvency and integrity rather than a regulator's compensation scheme; the ring-fenced PLC and direct property ownership are the mitigants offered.