Zia Yusuf, a former left-wing student, becomes chair of Reform UK, aiming to make Farage PM

Zia Yusuf vividly recalls watching Barack Obama’s historic US presidential win from his London School of Economics dorm room in 2008. At that moment, Yusuf, a student of international relations with left-wing leanings, felt the power of politics to change the world. However, fast forward to 2024, and Yusuf is charting an entirely different political course as the newly appointed chair of Reform UK, a right-wing populist party led by Nigel Farage.

Yusuf’s rise in politics is surprising to many of his former classmates, who knew him as a thoughtful, left-leaning Muslim student. Born in Bellshill, North Lanarkshire, to Sri Lankan parents, he attended the prestigious Hampton School on a scholarship before studying at the LSE. A successful career in finance followed, including stints at Merrill Lynch and Goldman Sachs, before co-founding Velocity Black, a luxury concierge service that catered to the ultra-wealthy. The company, which allowed clients to book exclusive experiences with a simple tap on their phones, sold for $300m (£235m) last year.

For much of his life, Yusuf voted Conservative and was even a former party member, but his political idol has always been Nigel Farage. Yusuf’s admiration for Farage dates back to a meeting a decade ago at a cocktail party hosted by the former Ukip treasurer Stuart Wheeler. Since then, Yusuf has remained in contact with Farage and fully supports his aim to become Prime Minister.

Yusuf’s recent foray into active politics came in June 2024, when he made a significant financial contribution to Reform UK and launched himself into the public eye. During interviews, it became clear that Yusuf, despite his lack of media training, had the poise and charisma needed to take Reform UK to the next level. His bold presence and willingness to take on the political establishment quickly garnered attention. Following a high-profile speech in Birmingham, Yusuf was hailed by some as a potential future leader of the party.

Though Reform UK has attracted support from far-right groups and faced numerous scandals involving racist and homophobic comments from some members, Yusuf remains steadfast in his vision. He argues that these issues are not unique to his party and that all political groups have faced similar controversies. “Racism is unacceptable, and I will categorically say that racists are not welcome in Reform,” Yusuf insists.

Despite his success in business, many question Yusuf’s ability to connect with ordinary voters. His elite education, high-powered career in finance, and experience among the world’s wealthiest people leave some wondering how he can truly understand the concerns of everyday Britons. In response, Yusuf points to his personal background: his parents, who immigrated to the UK with little to their name, have worked in the NHS for decades.

“My parents came here with very little,” he explains. “My mother is still a nurse, and my father has always worked in the NHS out of principle. I’m very proud of that.”

Yusuf’s ultimate goal is to build Reform UK into a powerful force that can make Farage Prime Minister by 2029. He’s open to running for parliament himself but is primarily focused on strengthening the party’s infrastructure. Whether or not he seeks a parliamentary seat, Yusuf is determined to play a key role in reshaping the UK’s political landscape.