From curiosity to cutting-edge innovation

The turning point came during a training session titled “Financial Toolkit for Managers”, led by Barry Johnson, a renowned leader whose dynamic approach to corporate strategy and financial performance was deeply inspiring. While I was familiar with the business lifecycle framework from my managerial experience, Barry presented it in a new light - specifically as a tool for long-term stock investing. His focus on understanding how companies transition through phases like launch, growth, shake-out, maturity, and decline, and how these transitions impact stock performance, opened my eyes to the broader dynamics of corporate evolution.

One key insight stayed with me: strategically navigating the business lifecycle isn't just a corporate imperative; it's also the foundation for successful investing. Yet, I found myself wondering - what about societal contributions? How do they fit into this equation? Over lunch, I discussed this with Barry, whose passion for ethical leadership and operational excellence left a lasting impression. His insights encouraged me to explore a new frontier: aligning financial performance with ethical and societal considerations.

• The birth of an idea

  That conversation sparked a passion. I began exploring stock investing in my free time - on weekends and during evenings - using Excel to create tools that assessed companies based on both financial and ethical dimensions. With each step, my curiosity deepened, and I discovered the concept of Halal Investing - a domain that inspired me but also revealed significant challenges.

  Over time, I enhanced my tools to integrate environmental and sustainability factors, building increasingly sophisticated models. My background in IT and data analytics enabled me to harness big data techniques to analyze large sets of stock information, merging technical innovation with ethical principles.

  By the end of my assignment in China, I had acquired a deep understanding of stock assessment, but my professional expertise remained rooted in logistics and IT management. Rather than shifting away from my established career, I sought ways to expand my expertise. A new opportunity arose in Corporate Auditing, offering a chance to leverage my leadership skills while further developing my ability to evaluate organizations holistically. This decision proved pivotal, providing a strong foundation for what would eventually become purepofo.

• Challenges of ethical and Halal investing

  The journey into Ethical and Halal Investing was as demanding as it was rewarding. Halal screening, for example, significantly reduces the pool of eligible stocks - less than 50% of Nasdaq-listed companies qualify. Balancing such stringent criteria with financial performance objectives requires not only dedication but also cutting-edge tools tailored to this unique intersection.

  At the same time, the growing prominence of Environmental, Social, and Governance (ESG) principles highlighted an evolving landscape. Investors increasingly recognize that sustainable practices and ethical integrity are essential for long-term success. However, the tools available to Halal and ESG investors often lacked the depth and sophistication needed to navigate these complexities effectively.

• The birth of purepofo

  By 2022, the tools I had developed over the years were strong and proven for my personal use. Their success demonstrated a clear potential to serve a broader community of ethical investors. This realization motivated me to begin transforming these tools into a platform that could address a fundamental question:

  “Among eligible companies, which holds the highest potential for exceptional performance and growth?”

  The work of refining this framework into a viable, publicly available product took two more years of development and innovation. This journey culminated in the launch of purepofo - a platform designed to empower Halal and ESG-conscious investors with tools of unparalleled rigor and precision.

  At purepofo, we didn't just adopt existing methods. We developed 25 thoroughly conceived metrics, along with specific combinations of these metrics, to assess companies from multiple angles. This approach enables us to identify businesses with the strongest potential for growth while maintaining alignment with ethical and sustainability principles.

A mission beyond investing

Bringing together my passion for evaluating organizations, IT innovation, and ethical investing, purepofo represents the culmination of over a decade of exploration and commitment.

purepofo's vision is to empower investors to drive a global shift toward sustainable and ethical stock markets. This transformation is built on two essential pillars:

• Equipping investors with knowledge

  Through trainings, webinars and guides, we aim to provide the knowledge you need to make informed and sound investment decisions.

  Register now to be among the first to access our webinar series →
• Providing cutting-edge tools

  Our advanced platform integrates Halal compliance, ESG standards, and financial performance screening, leveraging big data analytics and AI-driven tools to support your investment journey.

  Learn more about the tool →

An invitation to join the mission

I invite you to join this mission. Together, let's explore the potential of ethical investing and unlock its power to drive both financial success and societal impact.

Let's embark on this journey together - sign up for your free account →