CEO & Founder · Advisory Open

Building Better Businesses Through Finance, Data & Technology.

I'm Muhammad Asim Saleem, ACMA — a finance and technology professional working at the intersection of business analysis, fintech product leadership, and software entrepreneurship.

I translate complex financial and operational problems into practical systems, data-driven decisions, and scalable digital products. Alongside my professional work, I'm building software products through Quasar Technologies.

ACMABusiness AnalystQuasar TechnologiesSaaS Founder

Explore Selected Work Meet the Founder

Ledger Engine

Data Nodes

AI Co-Pilot

Natural-language finance

$4.2B+

Platform Volume

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Glass office towers in a financial district

About

About Asim

My career began in finance, where I developed a foundation in accounting, financial reporting, and business performance. Over time, my work expanded into business analysis, product management, data architecture, and financial technology.

As an ACMA-qualified professional, I bring financial discipline to technology decisions. I work to understand the business problem first, translate it into clear requirements, and help shape systems that make information more reliable and decisions more useful.

At Metric HQ, my experience spans financial analysis, business intelligence, product design, and execution leadership. My work includes financial reporting automation, business performance metrics, and the data architecture behind financial intelligence products.

Outside my professional role, I'm building Quasar Technologies with a co-founder. We are developing software products across business applications and games, with a focus on solving practical problems through thoughtful engineering and product design.

My approach: understand the numbers, challenge the assumptions, build the system, and measure the outcome.

Executive Profile

Five identities. One operator.

ACMA

Chartered Management Accountant

ICMAP-qualified. Understands what numbers mean, why they move, and what decisions they should drive.

Business Analyst

BRD / FRD / SRS / PRD authoring, stakeholder workshops, and requirements as engineering source of truth.

Product Manager

Designed the Business Health Score and MAX data architecture end-to-end, requirements to production.

Technology & Accounting Specialist

Bridges accounting logic and software architecture across QuickBooks, Xero, Zoho, Shopify, and more.

CEO

CEO & Director, Quasar Technologies

Co-founded a studio spanning business software and games. Leads and builds the business suite - BrandFox and Defty - end-to-end.

Two colleagues reviewing figures at a desk

Satisfied Businesses

Virtual CFO & Chief Accountant

$0M+

Transactions Processed

Transaction Volume

Software Integrated

QBO, Shopify & Zoho

Faster Reporting

BI Automation Impact

Founder

Quasar Technologies

Building practical software for businesses and everyday users.

Quasar Technologies is a venture I co-founded to develop software products across business applications and games.

I lead the business software direction, including product strategy, financial workflows, requirements, and development coordination. My co-founder leads the gaming division.

Our business software work focuses on accounting, document automation, reporting, and operational efficiency. We aim to make capable digital tools more accessible to growing businesses.

Business Suite - Led by Asim

Accounting, document automation, and reporting software - BrandFox and Defty.

Games - Led by Co-Founder

Quasar's game development division, built and led by my co-founder.

Our focus

Build products around real user and business needs.

Design reliable workflows and maintainable systems.

Combine financial domain knowledge with modern software development.

Grow through useful products, transparent communication, and continuous improvement.

Live

BrandFox

Professional Document Creation Platform

A document creation platform with two engines: an AI-assisted resume builder for job seekers, and a generator for business reports, documents, and presentations.

AI Resume BuilderReport GenerationDocument Automation

Visit bfox.pro →

Live

Defty Books

Cloud Accounting Platform, Live

A full-stack, multi-tenant accounting platform used by 30 businesses. Invoicing, bills, bank reconciliation, financial reporting and a country-aware tax engine covering VAT/GST for 22 jurisdictions. Built with React, NestJS and PostgreSQL.

Double-Entry LedgerBank ReconciliationMulti-CurrencyVAT / GST Engine

Visit deftysolutions.com →

Flagship Product

Defty Books - the accounting engine I wished existed.

A cloud accounting and financial-intelligence platform where every transaction is a balanced double-entry journal. Multi-company workspaces, multi-currency support and a built-in tax engine, live at deftysolutions.com and used by 30 businesses.

Double-entry ledger: invoices, bills, expenses, credit notes, journals

Bank reconciliation with score-based match suggestions and split matching

Multi-currency with live rates and auto-reversing FX revaluation

VAT/GST engine for 22 jurisdictions, incl. UAE VAT 201 and UK VAT100

Inventory with weighted-average COGS

P&L, balance sheet, cash flow and custom-metric formula engine

QuickBooks Online import and sync

ReactNestJSPostgreSQLDrizzleRedis / BullMQFirebaseJest

deftysolutions.com / books

Businesses

Jurisdictions

Currencies

Multi

Case Studies

Two products, from problem to live system.

Case study · Document automation

BrandFox

My role: Product strategy, requirements, development coordination

ProblemJob seekers and small businesses pay for subscriptions or fight with generic word processors just to produce a professional, ATS-friendly resume or a clean financial report.

Approach

▪Built one platform with two focused engines: an AI-assisted resume builder and a generator for business reports, financial statements, and investor decks.
▪Made the product free with no watermark on PDF export, so the first document is useful without a sign-up wall.
▪Structured document templates so output stays consistent and presentable without design skills.

Outcome

▪Live at bfox.pro with two document builders.
▪No subscription, no credit card, and no watermarks.

AI Resume BuilderReport GenerationDocument Automation

Case study · Cloud accounting

Defty Books

My role: Product strategy, financial workflows, requirements, development coordination

ProblemGrowing businesses often run on spreadsheets or software that was not built around how they actually operate, which leaves books that are slow to close and hard to trust across currencies and tax regimes.

Approach

▪Modelled every transaction as a balanced double-entry journal, so invoices, bills, expenses, credit notes, and journals all land in one ledger.
▪Added bank reconciliation with score-based match suggestions, multi-currency with live rates, and a tax engine covering VAT/GST for 22 jurisdictions.
▪Built reporting on top of the ledger: P&L, balance sheet, cash flow, and a custom-metric formula engine, plus QuickBooks Online import and sync.

Outcome

▪Live and used by 30 businesses.
▪Multi-tenant platform built with React, NestJS, and PostgreSQL.

ReactNestJSPostgreSQLDrizzleRedis / BullMQFirebaseJest

Defty Solutions homepage at deftysolutions.com

Skills

A stack that spans the balance sheet and the codebase.

Excel (Expert)Power BITableauDashboard ArchitectureKPI DesignReal-time Reporting

Beyond the Job Title

“Build systems that make complexity disappear.”

I don't chase job titles - I chase the gap between a business problem and the system that quietly solves it. Combining financial rigor with software thinking is not a differentiator I chose; it's simply how I see problems. Every dashboard, ledger, and workflow I build is judged by one question: does it make a real decision easier tomorrow?

Experience

Accounting → Analysis → Product → Leadership.

September 2025 to Present

Manager, External Execution

Metric HQ

▪Lead external execution across business intelligence, financial analysis, and client delivery.
▪Developed and improved reporting workflows that reduced reporting time by 75%.
▪Defined financial and operational metrics supporting 100+ international clients on a platform with $4.2B in global transactions.
▪Support financial decision-making for 44 businesses through virtual CFO and advisory work.

August 2024 to September 2025

Business Analyst / Product Manager

Metric HQ

▪Designed the Business Health Score methodology, including KPI weighting, validation, and interpretation.
▪Translated business requirements into structured product and engineering documentation.
▪Contributed to the data architecture supporting MAX, the platform's AI-assisted financial intelligence experience.

July 2022 to August 2024

Accounts Analyst

Metric HQ

▪Analyzed financial data for 45+ businesses across Pakistan, GCC, and Australia, delivering monthly reporting with variance analysis and anomaly flagging.
▪Devised the Excel formulas and financial logic underpinning Metric's core dashboard.

January 2022 to July 2022

Finance Officer

Jovi Technologies

▪Managed financial records, reconciliations, and internal reporting for a 500+ employee startup.

January 2021 to October 2021

Tax, Audit and Compliance Intern

AET Co., Islamabad

▪Supported audit engagements and regulatory compliance reporting.

Tax forms, calculator and phone on a desk

Contact

Have a problem worth solving?

Let's build something meaningful.

✉asimsaleem.net@gmail.com ☎+92 343 5071032

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