Islamic mortgages are criticised for not being Islamic enough, instead the critics champion a different type of product called shared ownership. One of the best examples of shared ownership is Pfida - a new innovative way of home finance that has over 10,000 people on their wait list. Clearly, Pfida have captured the hearts and minds of many, so in this video I take a look under the hood and give my honest assessment on how Pfida stacks up against the rest? I’ll explain exactly what they do, how they are different from other Islamic home financing products, what their users have to say, and whether they are a viable alternative.