Asma Anwar, Head of Customer Excellence, People & Culture at Zindigi, has been honored by Connected Pakistan in its prestigious 30 Under 30 list in the fintech category. Asma’s recognition highlights her inspiring role in shaping Pakistan’s digital financial landscape and leading impactful women empowerment initiatives.
At just under 30, Asma is the youngest member of Zindigi’s Leadership Team and heads two of the company’s most strategic domains — Customer Excellence and People & Culture. Her dynamic leadership and passion for inclusion have been instrumental in developing Her Zindigi, a platform aimed at giving women across Pakistan better access to financial tools and education.
She also plays a key role in advancing girls’ education through Zindigi’s collaboration with The King’s Trust (UK) initiative in Pakistan — a program committed to unlocking educational opportunities for young girls and building a more equitable future.
Reacting to the award, Asma expressed deep gratitude, stating, “This milestone isn’t just mine, it’s a reflection of the trust, mentorship, and opportunities I’ve received throughout my journey.” She credited Zindigi’s leadership for nurturing a culture that supports young voices and empowers women to lead with purpose.
Asma’s journey is not just a professional success story, but a message of hope and motivation for young Pakistani women aspiring to break barriers in fintech and leadership. Her work demonstrates how values-based leadership and social purpose can go hand-in-hand to build stronger, more inclusive systems. Her recognition is a milestone for the Pakistani fintech ecosystem and a celebration of women leading from the front.
