Excellence Awards 2025: Fariha Fatima innovates financial products with intention

Merging strategic brilliance and innovation with emotional depth and empathy, Fariha Fatima has redefined what success in finance can look like. With more than two decades of experience, Fariha is not just a finance leader but a working mother of three, an Emotional Intelligence (EI) coach, and a force for inclusive and purpose-driven financial growth.

“Numbers actually intimidated me at first,” Fariha admits. “But I soon realised that finance isn’t just about numbers; it’s about solving real-life problems, building trust, and designing impact.” That shift in perspective sparked her passion, leading her to pursue an MBA from IBA Karachi, where she graduated as a Gold Medalist.

From Citibank Pakistan to her current role as Head of Product Management at National Bonds Corporation in the UAE, Fariha has consistently blended innovation with intention. Her work today focuses on financial inclusion, Sharia-compliant products, and strategic partnerships that bring measurable value to diverse communities. “Product development is the heartbeat of financial institutions,” she says. “It combines strategic thinking, customer insight, and continuous innovation.”

It’s no surprise then that she was recognised with the Excellence in Finance – Best in Product Development & Strategy award at Excellence Awards 2025.

Finance and product development remain largely male-dominated spaces. But Fariha never shied away from that reality. “I’ve had to prove myself repeatedly—not just to others but to the voice inside me that wondered if I belonged,” she says. Balancing corporate strategy with motherhood, especially in the pre-remote work era, was her biggest test. But she embraced it with intentionality, learning to prioritise without guilt, manage time with precision, and lead with both empathy and clarity.

It was building credibility through consistency, growing resilience with every obstacle, and choosing growth over perfection. And that’s what I tell every young woman: You can be firm and kind. Strategic and empathetic. Ambitious and authentic.

Over her 24-year career, Fariha has achieved several milestones: growing the home finance business at Noor Bank; leading ESG-aligned strategies at Emirates Islamic Bank; and launching industry-first products across real estate, personal finance, and investment sectors. She’s collaborated with entities like DEWA, MOHRE, DLD, and MBRHE to deliver inclusive, Sharia-compliant financial solutions. “But my proudest achievement? Staying consistent. Showing up. Building teams, strategies, and cultures rooted in empathy and performance,” she says.

What sets Fariha apart is her belief in the transformative power of emotional intelligence. Seeing too many professionals burn out and women hold back, she pursued EI coaching certifications to empower others. Today, she mentors teams and coaches women to gain clarity, confidence and financial literacy. “When you rise with emotional clarity, you rise with intentionand that changes everything.”

Her advice to women entering finance is bold and clear: “Don’t shrink to fit in. Say yes before you feel ready. Lead with your strengths and make space for others once you’ve taken your seat at the table.”

As for the future, Fariha remains committed to driving change, developing financial products that are inclusive, sustainable, and aligned with the UAE’s vision, while continuing to coach professionals and advocate for purpose-driven leadership.