Our Story

• The Problem: "Founders in the region often told us the same story: they had viable businesses but struggled to find the right capital partners. Investors wanted beter deal flow. Both sides were looking, but the bridges didn't exist."

• The Insight: "We realized that capital connections weren't just about networks— they required deep sector knowledge, local market expertise, and a commitment to aligning interests."

• The Solution: "We built Aurum to serve as that bridge. Not a broker. Not a generic advisor. A strategic partner in capital deployment."

Our Leadership

Ashra Jafri

CEO and Co-founder

Ashra Jafri is an MBA in International Business with over 15 years of international experience across aviation, real estate, and growth-stage enterprises. She specializes in capital advisory, fundraising strategy, and investor positioning, supporting companies through private equity, structured equity, and pre-IPO capital raises.

With a strong foundation in academic research and applied financial strategy, Ashra advises promoters and management teams on valuation alignment, capital structuring, and institutional investor engagement. Her approach integrates business fundamentals, cash-flow analysis, risk profiling, and growth planning to ensure investment readiness and long-term shareholder value creation.

Ashra plays a pivotal role in end-to-end fundraising execution, from structuring and documentation readiness to managing relationships with private equity funds, family offices, and strategic investors. Her core strengths include strategic management, business development, and cross-border relationship management, delivering measurable outcomes for both issuers and capital providers.

Mr. Tajdaar Salim

MD and Co-founder

Mr. Tajdaar Salim is a seasoned banking professional and Managing Director of Towards Home Mortgage Broker, with over 10 years of senior-level experience in corporate finance, banking, and mortgage markets in the UAE. He has held key roles with First Gulf Bank, Mashreq Bank, and Noor Bank, building deep expertise in structured lending, credit solutions, and transaction execution.

Tajdaar brings strong deal negotiation, underwriting insight, and execution capability, ensuring efficient closure of complex financing transactions while maintaining regulatory and compliance standards. He is recognized for a customer-centric approach and consistent delivery of high-quality banking solutions.

In addition, Tajdaar had served as Managing Director of Taj Al Falah Security Services and Taj Al Falah Maintenance, overseeing multi-entity operations, governance, and growth strategies. His in-depth knowledge of UAE mortgage products and banking services strengthens the group’s execution capabilities across financial and operational domains.

Leadership Strength

Together, Ashra Jafri and Tajdaar Salim provide a complementary leadership platform combining capital markets strategy, private equity readiness, and investor engagement with banking execution, structured finance, and transaction closure. This integrated leadership enables efficient capital deployment, strong governance, and scalable growth for clients and portfolio companies.

Why Investors Trust Our Leadership

Proven Capital & Banking Expertise

Our leadership combines deep capital  advisory and fundraising experience with hands-on banking and transaction execution capability, ensuring strategies are not only well-structured but effectively implemented.

End-to-End Deal Execution

From investment readiness, valuation positioning, and structuring to banking execution and transaction closure, the team manages the complete capital lifecycle—reducing execution risk and timelines for investors.

Strong Institutional Relationships

Decades of combined experience across private equity funds, family offices, banks, and financial institutions enable efficient investor engagement and alignment with institutional mandates.

Disciplined, Investor-Centric Approach

All capital strategies are built around cash-flow visibility, risk assessment, governance standards, and capital efficiency, protecting investor downside while supporting sustainable upside.

Cross-Sector & Cross-Border Perspective

Experience across aviation, real estate, financial services, and growth-stage businesses—combined with international market exposure—allows informed decision-making across sectors and geographies.

Governance & Compliance Focus

Strong emphasis on regulatory adherence, transparency, and structured reporting, meeting the expectations of institutional and regulated capital providers.

Track Record of Client-Centric Outcomes

A consistent history of successful deal closures, repeat investor engagement, and long-term client relationships reflects trust built through performance and accountability.

Aurum Asset Partners transformed our financing approach, making complex processes straightforward and effective.

M. Ali

★★★★★

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