Sadapay Appoints Executive from Careem to Lead its Experience Function

Business leaders who fully understand the value of great customer experience are rare. Only a handful of companies in Pakistan have excelled at humanizing their support functions and Sarfraz Baig, previously Customer Service Manager at Careem, is someone who brings this customer-centric mindset to SadaPay. He has a successful track record of building and leading teams that delight customers, minimize response times and build meaningful customer relationships that lead to high user satisfaction. As Head of Experience, Sarfraz will develop policies and structures to ensure that SadaPay delivers exceptional support to each and every user.

At Careem; one of Pakistan’s fastest-growing startups in history. He was instrumental in helping the ride-hailing giant achieve high levels of customer satisfaction scores across multiple support channels. Furthermore, Sarfraz also built from the ground up, Careem Care’s operational strategy in the region. Previously, he was leading the operations department as a Manager at MindBridge, where he supervised and directed a team of 500+ support professionals that included support agents, dispute resolution experts, team leaders and managers. 

“I am excited to lead an experience practice into a new era with a team which realizes that customer interactions are pivotal to building a strong brand. There was never a better time for a payments experience to be reimagined in Pakistan and I strongly believe SadaPay is going to transform people’s relationship with money. I’m honoured to be given this opportunity of building a team that will set new standards for customer delight in the country.

– Sarfraz Baig, Head of Experience

Sarfraz has been working in the service industry for over thirteen years, and holds a verifiable record of success in setting up contact center operations in/outsourcing, planning & execution, and customer experience management. Combined with his strong multicultural and cross-functional experiences, Sarfraz is in a strong position to support the company’s vision of becoming a leader in customer-centricity.

Everyone at SadaPay knows customer happiness is paramount to what we’re doing and our customers have great expectations of us. We searched long and hard to find someone who understands what an important job this is and shares our vision to build a brand that people will love. With a digital-first payments experience, our users will expect support as mobile as they are and we are extremely fortunate to have Sarfraz on our team to support us in providing a level of customer service excellence Pakistan has yet to see.

– Brandon Timinsky, Founder & CEO

About SadaPay 

SadaPay is bringing modern financial services to Pakistan in partnership with MasterCard. By removing the high costs of managing the physical infrastructure of traditional banks from the equation, we can pass those savings onto the customer to provide free financial services. Our mission is to eliminate the complexity of banking and make money so simple that any other way would become unthinkable.

Related Posts

Leave a Comment

SadaPay is registered in Pakistan as SadaTech Pakistan Pvt Ltd with the Securities and Exchange Commission of Pakistan (No. 0136598), and is a wholly owned subsidiary of SadaPay Technologies Ltd., registered in Dubai International Financial Center under commercial fintech license #3263

SadaPay Mastercard debit cards issued pursuant to a license by Mastercard Asia/Pacific Pte. Ltd.


SadaPay Head Office
Ufone Tower 9th Floor,
Jinnah Avenue, Block F-7/1,
Blue Area, Islamabad
SadaPay Lahore Office
50 Gurumangat Rd, Block N,
Gulberg III, Lahore, Punjab
SadaPay UAE Office
FinTech Hive,
Gate Avenue, Zone D, Level 1,
Dubai Int’l Financial Centre,
PO Box 507211, Dubai, UAE