Pineapple appoints new CFO

Executive brings with him more than 25 years of experience in finance and accounting

Pineapple appoints new CFO

Pineapple Financial Inc. has announced the appointment of Sarfraz Habib as its new chief financial officer.

“As CFO, Sarfraz will focus on accelerating and expanding the business, leading the creation of a world-class finance function within the company to enable its strategic growth plan,” Pineapple said in its news release of the appointment.

Habib brings with him more than 25 years of experience in finance and accounting for both public and private organizations, with a strong focus on financial operations, strategy, and consulting.

“We are excited for Sarfraz Habib to join the Pineapple family as we gear up for big changes and rapid growth,” said Shubha Dasgupta, founder and CEO of Pineapple. “Sarfraz is a seasoned executive; he has demonstrated his leadership and proven success in creating profitable corporate strategies and integrated business planning.”

Prior to joining Pineapple, Habib’s illustrious track record includes considerably reducing finance costs as the controller of Keystroke Group Inc., along with streamlining the company’s accounting and finance processes.

“At this pivotal moment in the company’s evolution, I am honoured to be joining the leadership team here at Pineapple,” Habib said. “When you look back at their accelerated growth, it’s inspirational to see how quickly the company has evolved.

“With its innovative technology and an expansive network of brokers and agents across the country, the business is on track to revolutionize the Canadian mortgage industry.”