Pineapple Financial (PAPL) names SoFi's Usman Maher CFO, unveils 'Pentiv' rebrand with possible brokerage spin-off

Pineapple Financial Inc.

Usman Maher appointed CFO and Chief Strategy Officer effective Oct 15, 2026; base salary $250,000 from Oct 1, 2026, target bonus 100% of salary (50%-150% range).
Current CFO Syed Sarfraz Habib becomes Chief Accounting Officer/Controller; not due to any disagreement; Habib stays principal financial officer through the FY2026 Form 10-K (year ended Aug 31, 2026).
Board formed a special committee of independent directors (Georgiades chair, Green, Baron, Giannoukakis) to review a Sept 16, 2026 non-binding term sheet for the Pentiv repositioning.
Proposed transactions include renaming to Pentiv Inc., separating tech/digital-asset treasury from mortgage brokerage, and a possible spin-off; ticker changes PAPL to PTIV about Oct 26, 2026.
Launched 'Pentiv' mortgage-intelligence platform with Recruitment and Alternative Mortgage Renewal agents; cites 38% of recent 2026 homebuyers using brokers (48% of first-time buyers).

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Executive movements

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Role change

Syed Sarfraz Habib

Chief Accounting Officer and Controller

PAPL · Pineapple Financial Inc.

Effective: 2026-10-15
Filed: October 15, 2026, 9:26 AM ET

Syed Sarfraz Habib, who has served as the Company’s Chief Financial Officer, was appointed Chief Accounting Officer and Controller of the Company.

Appointed

Usman Maher

Chief Financial Officer and Chief Strategy Officer

PAPL · Pineapple Financial Inc.

Effective: 2026-10-15
Filed: October 15, 2026, 9:26 AM ET

Effective October 15, 2026, Usman Maher was appointed Chief Financial Officer and Chief Strategy Officer of the Company.

Key facts

Extracted from this filing and checked against the source text.

Executive change SEC 8-K Item 5.02 confidence 0.95

Syed Sarfraz Habib was appointed as Chief Accounting Officer and Controller at Pineapple Financial Inc..

Action: appointed
Role: Chief Accounting Officer and Controller

Exact text from the filing

Syed Sarfraz Habib, who has served as the Company’s Chief Financial Officer, was appointed Chief Accounting Officer and Controller of the Company.

View on SEC.gov

Executive change SEC 8-K Item 5.02 confidence 0.98

Usman Maher was appointed as Chief Financial Officer and Chief Strategy Officer at Pineapple Financial Inc..

Action: appointed
Role: Chief Financial Officer and Chief Strategy Officer

Exact text from the filing

Effective October 15, 2026, Usman Maher was appointed Chief Financial Officer and Chief Strategy Officer of the Company.

View on SEC.gov

Pineapple Financial Inc. filing history →

Source: SEC EDGAR

accession 0001493152-26-047167

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