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In 2005 he started his own company, running support and back office for clients abroad. The phone systems available to him were expensive and rigid, so they built their own. It ran their call centre, then other people wanted it. That system is now LeanPBX.

That company was ANZ International, and he spent thirteen years building it from nothing. By the time he left it had billed 63,000 hours across 260 projects in 12 industries and four continents, with delivery teams in Pakistan, the Philippines and Sweden. On Elance, later absorbed into Upwork, it ranked third in the Customer Support and Virtual Assistance category.

He now runs the back offices of North American companies, and the software those back offices run on. Everything in between is why this works.

He has personally run every pillar we sell

Support and fulfillment. Dr. Alex Loyd Services in Florida was his first client, signed in 2005. We ran their entire back office for ten years: support and call centre operations at 8,000 to 10,000 emails and calls a month, refunds, membership cancellations, shopping carts, merchant accounts, and the financial analysis behind refund rates and subscription forecasts.

We also built their diagnostic assessments. Two decades later the Heart Issues Finder is still the flagship assessment on their site, now offered in nine languages, and the True You Test is sold on their store as a monthly subscription. First client, ten years of operations, software still earning revenue twenty years on.

Affiliates. He took one client’s affiliate channel from 4% of total revenue to more than half, over five years in which the business itself grew eight times over. He owned the program P&L and ran commission payouts at roughly $70,000 a month across 76 partner relationships.

List monetization. At the same company he opened list rental as a channel by building direct media buyer relationships, adding a revenue line that had not existed before, and held a median 24% open rate across nearly 6,000 sends on a large health list.

Paid media. Up to $30,000 a month across Meta, TikTok, Google and Amazon, run against ROAS and ACOS targets rather than reach.

Building the fix himself, when that is what it takes. At Thermoproof he spent the engagement studying how the business actually ran, found the sales team was losing 60% of its time to hand-written quoting, and then built them an offline-first site measurement app on his own. Diagnose, then build.

And the part most agency founders do not have

Between 2017 and 2019 he left direct response entirely. At Telenor he was Program Manager for the Connected Agriculture Platform Punjab, a public-private partnership with the provincial government: ten mobile applications, roughly 200 facilitation centres across 36 districts and 144 tehsils, a 400-person field organisation, and 125,000 smallholder farmers brought into digital and financial inclusion. Then at Ricult he was Head of Products, building satellite-based crop health tools with a product team in Thailand, engineers in the United States and operations in Pakistan. He trained in human-centred design at Frog Design in 2017.

Direct response teaches you speed. A programme answerable to a provincial government teaches you what happens when speed has no discipline underneath it. Most operators have one of those.

What that looks like on a client account

Across two decades of direct response clients, Farhan has been the person who builds the technical answer when the business hits something process alone cannot fix. Building lists and the infrastructure to grow them. Funnels that hold up under real traffic. Cohort and analytics systems, so the business can finally see which customers are worth acquiring. Sending infrastructure that stops depending on somebody else’s licence terms.

That last one is worth dwelling on. More than once the answer to an expensive, inflexible vendor has been to build the replacement, and then discover the replacement was better than the thing it replaced.

Three platforms, all built to solve our own problem first

LeanPBX came first, because the phone systems we could buy in 2005 were expensive and rigid. We built our own, it ran our call centre, and then other people wanted it. Cloud telephony and CRM with routing, recording and business numbers in over 100 countries, engineered to work in regions where ordinary VoIP does not.

BlacklistGuard came next, because protecting a client’s IP reputation is one of our four pillars and the tooling we were renting kept letting us down. Deliverability, authentication, blacklist monitoring, validation, and email and SMS automation.

Hania.ai is the bigger answer. Missed calls are only one place work leaks. The same pattern is everywhere: important, repetitive work that has to get done and no developer free to automate it. Hania lets you describe an agent in plain English, connect your tools and your knowledge, and it answers calls and messages across every channel, uses your real systems, remembers customers, and finishes the job.

Those are three genuinely different hard problems. Realtime voice AI, carrier-grade telephony and email infrastructure share almost no engineering with one another. Most companies would need three teams. We have one architect, and he is the reason that when we say we own deliverability, or telephony, or AI automation, we mean we built it rather than that we resell it. We run our own companies on all three before we put a client near any of them.

Every lead submitted through this website is validated and delivered by BlacklistGuard. The form you are looking at runs on our own infrastructure.

On the email side he has run large-scale health lists sending millions of messages a month, which is where deliverability stops being theory: domain and IP reputation, blacklist avoidance, sender score, and warming new sending addresses without tripping anything. He also monetizes lists by onboarding media buyers and running list rental, which is how a dormant list becomes a revenue line.

On the affiliate side he works across Voluum, ClickBank, AWeber, Mailchimp and ClickFunnels, recruiting and reciprocating with partners. His tracked affiliate revenue for one e-commerce client ran from roughly $16,000 a month to over $36,000 a month across the last year.

He also produces the multimedia: audio, video and podcast editing for YouTube, Spotify, LinkedIn, Instagram and the rest, including AI-assisted production with Descript and Synthesia.

Before this he was an MIS Officer with Save the Children International, managing nutrition programme databases and reporting across three districts. That is where the discipline comes from. Data that has to be right because someone downstream is making a decision with it is a different standard than data that has to look right in a dashboard.