Rana is a co-founder of ASF Partners with 18 years of UK market experience in automotive industry finance and project management services.
Rana is an ACCA-qualified accountant with a diverse background across Accounting, Finance, and Computer Science. With extensive experience in financial reporting, budgeting, compliance, and software systems such as Sage, QuickBooks, and Xero, he brings a data-driven and tech-enabled approach to finance. His dual expertise in financial systems and analytical programming enables him to bridge the gap between finance and technology with precision and insight.
Education
- BSc Computer Science, Kingston University London (2020)
- ACCA Qualified, Association of Chartered Certified Accountants (2013)
- BSc Accounting and Finance, Staffordshire University (2010)
Areas of Expertise
- Financial Reporting & Budgeting
- Taxation & Compliance
- Financial Systems Implementation
- Data Analysis & Excel Modelling
- Programming Logic & System Development
- Strong Analytical & Communication Skills
Abdul is a highly experienced Software Developer and AI Consultant with over 16 years of expertise in web technologies, e-commerce solutions, and scalable enterprise applications.
Abdul has a key role in ASF as Director of AI & Transformation. His recent work focuses on cutting-edge AI integration, including video analytics, conversational AI, and large language models (LLMs). Abdul’s diverse background spans software architecture, system engineering, and cloud-based AI deployment for global clients, blending technical depth with strategic innovation.
Core Expertise:
- AI Integration & Conversational AI (GPT, LLaMA, Mistral)
- Video Analytics & Computer Vision
- Web Development (HTML, JavaScript, PHP, ASP.NET, C#)
- Database Systems (SQL Server, Oracle, MySQL)
- CMS & Enterprise Software Architecture
- GDPR-Compliant AI Applications
Career Highlights:
- AI Consultant, BRICKandMORTAR.ai – Developed AI-powered video analytics and facial recognition systems for retail and hospitality sectors.
- AI Integration Consultant, OSO Software Outsourcing – Integrated LLMs into chatbot tools, business automation, and voice platforms.
- Software Developer, FX Interactive B.V. (Netherlands) – Built and managed a financial web portal attracting 500K+ users/month.
- Previous roles across Europe and Pakistan included full-stack development, CMS engineering, and enterprise document management solutions.
Education:
Master of Computer Science, AMA Pak Institute, Lahore (1994–1996)
Certifications:
- Microsoft Certified System Engineer (MCSE – Windows NT)
- Cisco Router Configuration
- Document Management Systems – Calligo (Canada)
Taha is an accomplished project and finance specialist with a strong track record across the energy, structural engineering, and technology sectors. With expertise in project costing, financial reporting, and ERP systems, he has delivered operational efficiencies and cost savings in multi-national environments. From managing high-impact engineering projects at Pulse Structural Monitoring to driving agile delivery for SaaS initiatives in Canada, Taha blends strategic insight with hands-on project leadership. Taha is the Business Development Director at AFS Partners and helps in the delivery of projects
Core Expertise:
- Project Budgeting & Costing
- Financial Project Controls (IFRS 15, P&L, Month-End Recons)
- Microsoft Dynamics (NAV), QuickBooks, ERP & CRM Systems
- Agile Project Management & KPI Dashboards
- Project Risk Management & Change Control
- Cross-Functional Stakeholder Engagement
- Energy & Manufacturing Sector Knowledge
Career Highlights:
- Project Accountant, Pulse Engineering (UK) – Led automation and financial streamlining, resulting in 30% operational efficiency gains and 10% project cost savings.
- Project Manager, Phenologix (Canada, Remote) – Oversaw delivery of SaaS solutions, developed project documentation (SOWs), and managed KPIs, risks, and timelines.
- Project Finance Specialist, DuskyTech (Pakistan) – Oversaw full-cycle project costing, A/P & A/R, and budgeting in a startup environment.
- Associate Consultant, Ernst & Young (Pakistan) – Delivered internal audit, tax advisory, and financial compliance services for clients including Monsanto.
Tools & Systems:
Microsoft NAV, QuickBooks, Orange Scrum, MS Office, SAP, CRM Systems
A knack for translating business ideas into quantifiable and workable business solutions is a precious art form. This talent, when amalgamated with a decade of diverse experience of Financial Modelling, Business Planning, Business Valuation, Strategic Finance Research, Financial Product Development and Internal and External Audit turn a professional like Mr. Sardar Muhammad Ali Khan into are intellectual asset.
Ali is Managing Director at ASF Partners. Prior to joining ASF, he has been leading Financial Controllers position for one of largest UK energy sector, he has led multiple assignments of Financial Modelling, Business Due Diligence & Valuation, SOP Development, Budgeting & Budgetary Control and Transaction Advisory all over Pakistan under the umbrella of Grant Thornton Pakistan. With over eleven (13) years of work experience, this fusion of skill and experience in FMCG, Renewable and Non-Renewable Energy, Micro-finance, Agriculture, Construction and Services sectors has transformed him from an accounting and finance worker bee into a valuable financial advisor and investment banker.
Mr. Ali is affiliated with Institute of Chartered Accountants of Pakistan through Certificate of Accounting and Finance (CA-Finalist) and has a Bachelors Degree in Economics & Journalism from the University of the Punjab, Pakistan. He has taken Computer Practical Training Courses and Presentation Skills Training Courses from the Institute of Chartered Accountants of Pakistan and Advanced Training for Customer Services from The Resource Group TRG-Pakistan.
Ammar is a managing director on ASF’s panel. An experienced finance transformation expert with a strong focus on Oracle applications, ERP systems, and business process digitalization. Serving in project management office (PMO) roles, he has successfully led the implementation and administration of Oracle E-Business Suite, Oracle Fusion Applications, and Microsoft Dynamics 365. His expertise spans system administration, financial assurance, data analysis, and automation—enabling organizations to streamline processes and enhance decision-making.
Ammar is well-versed in project governance, resource management, budgeting, and change management. He brings a structured, results-oriented approach to aligning project strategy with operational goals while maintaining stakeholder engagement through effective communication and regular status updates. His ability to champion and celebrate change makes him a valuable partner in any transformation journey.
Core Expertise:
- ERP Implementations (Oracle, Microsoft Dynamics 365)
- Business Process Reengineering & Automation
- Project Management & Governance
- Financial Assurance & Reporting
- Stakeholder Communication & Change Enablement