“We started the research and began experimentation in late 2019,” said Iman Jamall, co-founder of CreditBook, in an interview with TechCrunch. “I was working as a service designer on a project for one of the largest Pakistani banks at the time and was observing different persona types to understand why financial services hadn’t made inroads in the country.”

https://techcrunch.com/2021/12/16/tiger-global-backs-fintech-creditbook-in-first-pakistan-investment/