Who’s who? Zia Yusuf, the tech entrepreneur turned Reform UK chairman
"Zia Yusuf on the right, sitting next to Nigel Farage, Reform UK leader (Collage prepared by the Türkiye Today team).
Zia Yusuf, a 37-year-old tech entrepreneur and self-described “British Muslim patriot,” has taken on a prominent role in British politics as the new chairman of the Reform Party. Born to Sri Lankan parents who migrated to the U.K. in the 1980s, Yusuf’s appointment signals an increasing importance as Reform U.K. does better in the polls and with potential support that may come from Elon Musk for next year’s U.K. elections. His rise comes at a time of heightened political tensions and widespread discussions about immigration and national identity.
A storied background
Yusuf’s journey began in Bellshill, Scotland, before his family relocated to southern England. He attended the elite Hampton School in London on a scholarship and later studied international relations at the London School of Economics (LSE). It was during his university years that he developed a keen interest in global politics, shaped in part by witnessing pivotal moments like Barack Obama’s 2008 presidential victory. Ironically, he was a staunch leftist, according to what his college friends told.
After university, Yusuf embarked on a career in finance, rising through the ranks at Goldman Sachs in London to become a director by 2014. However, his tenure in the City was marked by a growing disillusionment with the work-life sacrifices demanded by high-stakes finance, a sentiment crystallized by witnessing a mentor’s emotional breakdown upon achieving partner status. This experience prompted Yusuf to pursue a new path.
From concierge innovator to political player
In 2014, Yusuf co-founded Velocity Black, a luxury concierge app that catered to the ultra-wealthy, offering services ranging from fine dining reservations to bespoke travel experiences. The app became a notable success, amassing thousands of high-net-worth members and earning Yusuf an estimated £31 million when the company was sold in 2022. Despite his professional achievements, Yusuf’s relentless work ethic left little room for personal life, with friends reportedly ceasing to invite him to social events due to his singular focus on his business.
Velocity Black’s success provided Yusuf with the financial platform to pivot into politics. A long-time admirer of Nigel Farage, Yusuf began supporting the Reform Party’s mission, becoming its largest donor during the 2023 general election campaign. His public endorsement of Farage and outspoken views on immigration quickly positioned him as a rising star within the party.
Focus on ‘Reform’ and professionalization
Yusuf has laid out ambitious plans to “professionalize” the Reform Party, aiming to expand its national infrastructure and membership base. His speeches have drawn both praise and criticism, with some commentators describing him as a potential future leader of the party and a significant threat to the Conservatives. Others, however, remain skeptical, citing his background in elite education and finance as barriers to connecting with ordinary voters.
Despite the mixed reception, Yusuf has made it clear that his immediate priority is to support Farage’s bid for the prime ministership. He has also expressed openness to running for Parliament, signaling a long-term commitment to political life. “I will serve in whatever capacity Nigel asks of me,” he has said, adding, “This is just the beginning.”
Championing “British values”
As chairman, Yusuf has called for a “grown-up discussion” on immigration and border control, framing his views as a defense of “British values.” Critics have accused him and the Reform Party of espousing divisive rhetoric, with some highlighting his recent statements blaming Labour for “inciting” riots across the country. Yusuf, however, has remained steadfast, insisting that his views reflect the sentiments of many ordinary Britons and rejecting claims of racism or Islamophobia.
“This idea that only a certain race can subscribe to British values is totally incorrect,” Yusuf has said. “I am proof that that’s not the case. The vast majority of immigrants in this country are patriots who care deeply about Britain.”
Immigration, migrants & racism
In his recent interviews, Zia Yusuf elaborated on his reasons for backing Nigel Farage and the Reform Party, defending Farage against accusations of racism and Islamophobia, Yusuf stated, “I know what racism looks like, and I know Nigel personally, he is neither racist nor Islamophobic.”
The young chair also called for tougher border control, describing the current system as “unfair” to legal immigrants and taxpayers. “If you’re deciding who to invite for dinner but leave the front door open, the conversation becomes irrelevant,” he argued, underscoring the need for coherent immigration policies. He also supported Farage’s stance on cutting funds to France for failing to curb Channel crossings, asserting, “Let’s stop paying for what doesn’t work.”
Reform UK on rise
If Zia Yusuf’s style, background, and ideas remind you of someone, you’re not alone. The dynamic between Nigel Farage and Zia Yusuf is often likened to a smaller-scale version of Donald Trump and Elon Musk’s partnership. But the connection between these pairs runs deeper than just similarities. It’s this connection that may amplify Yusuf’s growing influence.
Since Donald Trump’s victory in the recent U.S. elections, Elon Musk has emerged as a key ally of the former president. Musk has not only provided financial backing but also leveraged Twitter, the platform he purchased for $46 billion, to enhance Trump’s reach and capabilities. Now, Musk’s attention seems to have shifted to next year’s elections in the United Kingdom. Reports suggest that Musk may contribute up to $100 million to Nigel Farage’s Reform U.K. Party, reflecting his desire to see the controversial leader as Britain’s next prime minister.
The ties between Musk and Reform U.K., however, predate this potential donation. Even while in opposition, Labour Party leader Keir Starmer became a frequent target of Musk’s criticism. Musk described Starmer as a “radical socialist” and accused him of opposing free speech—language that Zia Yusuf has echoed in media appearances. But Musk’s involvement goes beyond rhetoric. Earlier this year, he was called to testify after X was linked to spreading misinformation during violent riots in Southport. The platform had amplified false claims tying a stabbing to a Muslim migrant, fueling Islamophobic sentiment and sparking ideological justifications for attacks against Muslims. Musk’s amplification of such content has been criticized for exacerbating societal divisions and strengthening narratives that portray diversity as a threat to European identity.
Today, speculation about Musk’s potential $100 million donation to Reform U.K. is dominating British media headlines. While Farage has confirmed ongoing communication with Musk and expressed gratitude for his ideological support, he has not verified any plans for financial contributions. “He supports me in the U.K.,” Farage said, adding, “We can bring the kind of change here that Trump is planning in the U.S.”
Even without direct funding, Reform U.K. is expected to benefit significantly from increased visibility on X. However, if the rumored donation materializes, it could become one of the largest political financing events in modern British history, posing challenges to both major parties.
The Conservative Party fears that such financial backing could allow Reform U.K. to consolidate right-wing factions, while Labour worries about shifting from competing with a centrist-right party to battling a populist far-right movement.
Zia Yusuf has been vocal in his admiration for Musk, once criticizing the U.K. government for excluding Musk from investment summits. On television, Yusuf described Musk as “by far the greatest entrepreneur of our lifetime” and argued that he might be “the greatest entrepreneur of all time.” Yusuf has also openly promoted Musk’s ideas and products, frequently using X as a platform for both.
As Musk’s ability to influence the outcome of U.S. elections becomes evident, speculation is mounting that he has set his sights on the U.K. With Reform U.K.’s polling numbers steadily improving, the prospect of Musk’s support could significantly amplify Farage and Yusuf’s roles in shaping Britain’s political future.
Main character
As the Reform Party seeks to position itself as a viable alternative to mainstream political factions, Yusuf’s tenure as chairman will likely play a critical role in shaping its future trajectory. Whether his leadership marks a turning point for the British people and muslims deepens existing divisions remains to be seen.
