ISLAMABAD: Asma Anwar, Head of Customer Excellence, People & Culture at Zindigi, has been recognized by Connected Pakistan in its prestigious 30
Under 30 list under the category of Women’s Contribution in Fintech.
Her inclusion highlights her significant role in shaping Pakistan’s financial ecosystem through innovation, leadership, and gender-focused initiatives.
As the youngest member of Zindigi’s Leadership Team, Asma leads strategic functions in customer experience, people development, and organizational culture.
She also spearheads initiatives like HerZindigi, aimed at increasing financial access and literacy for women across Pakistan.
In addition, she has partnered with The King’s Trust (UK) to promote girls’ education, further reinforcing her commitment to inclusive growth.
Leadership Rooted in Empowerment and Equity
Reflecting on the honor, Asma stated:
“I’m incredibly honored to be named among Pakistan’s 30 Under 30 in fintech. This milestone isn’t just mine — it reflects the mentorship, support, and trust I’ve received throughout my journey.”
She praised Zindigi’s leadership for fostering a culture where young voices are empowered and women are given platforms to lead.
“As we grow HerZindigi and work with The King’s Trust Achieve program, I’ve seen how empowered women empower communities,” she said.
An Inspiration for Young Women in Digital Finance
Asma’s recognition marks a major milestone for women in fintech, signaling the growing influence of purpose-driven innovation in Pakistan’s financial sector.
Her efforts exemplify the power of inclusive leadership, and her journey continues to inspire a new generation of women to challenge norms and lead change in the digital economy.
