Pineapple Financial Inc. announced a leadership transition and a strategic repositioning of its business under the new operating brand "Pentiv." On October 9, 2026, the Board of Directors approved a transition of the company's finance leadership. Effective October 15, 2026, Usman Maher was appointed as Chief Financial Officer and Chief Strategy Officer. Syed Sarfraz Habib, the outgoing CFO, was appointed Chief Accounting Officer and Controller.
Maher, age 40, brings nearly two decades of experience in hedge fund investing, private equity, and fintech. Prior to joining Pineapple, he served as Senior Director of Strategic Finance at SoFi Technologies from 2022 to 2026. He holds an M.B.A. from the University of Chicago Booth School of Business and is a CFA charterholder.
In connection with his appointment, Maher entered into an Executive Employment Agreement dated October 9, 2026. Under this agreement, he will receive an annual base salary of $250,000, accruing from October 1, 2026. He is also eligible for a target annual bonus of 100% of his base salary, with a payout range of 50% to 150%.
The company also disclosed the formation of a Special Committee to oversee management's evaluation of a proposed multi-phase strategic repositioning. This plan includes a potential corporate renaming to "Pentiv Inc.," the delineation of the technology platform and digital-asset treasury operations from its mortgage brokerage operations, and a potential spin-off of the mortgage brokerage business. The Special Committee consists of independent directors Anthony Georgiades (Chair), Drew Green, Paul Baron, and Tasis Giannoukakis.
Additionally, the company announced that its stock ticker symbol on the New York Stock Exchange will change from "PAPL" to "PTIV" on or about October 26, 2026. The corporate renaming remains subject to shareholder approval.
