Farah Zafar

Farah Zafar is the co-founder and CEO of Lyvely and the Managing Director & Chief Legal Officer of Phoenix Group. She has held key roles at Saudi Arabia’s Public Investment Fund and Dubai Holding, contributing to major strategic initiatives across the GCC.

As a visionary entrepreneur, Zafar co-founded Lyvely in 2021, a UAE-based platform that integrates digital payments, social media, and e-commerce. The platform, powered by its digital currency LVLY, enables content creators to monetize their engagement and gamify interactions. Recognizing its potential, Phoenix INV Holdings, a subsidiary of Phoenix Group, acquired a 25% stake in Lyvely in 2023.

At Phoenix Group, Zafar also played a pivotal role in its IPO on the Abu Dhabi Securities Exchange (ADX) in December 2023, making it the first privately owned crypto and blockchain entity to be publicly listed in the Middle East.