It’s About TIME

By Safwan Shah | Founder and CEO, PayActiv & Founding Author, CC Press

It’s About TIME invites readers into a head-slapping understanding of how we came to pay workers in this country and how an industry of predatory practices positioned to “help” the poor amid crises have resulted in massive financial stress and a loss of happiness and productivity. The book shares a fascinating look at the role “time” plays in our society and how it’s about time for company leaders to step into their heroic nature and right this injustice.

An engineer by training, payments expert by experience and entrepreneur by accident, Safwan is the Founder and CEO of PayActiv. After selling a previous company and entering retirement, Safwan’s commitment to leveling the playing field for the financially vulnerable drove him to launch PayActiv. His work connects the dots between math, economics, history and music. Safwan’s first book and the first release of Conscious Capitalism Press, It’s About TIME: How Businesses Can Save the World (One Worker at a Time), turns conventional wisdom on its head and calls for businesses to embrace the mantle of saving the world.

Safwan is a model conscious capitalist and is changing the way people think about money by introducing speed into the equation. Last year, Safwan spoke at the Conscious Capitalism CEO Summit challenging CEOs and Founders to enable real financial wellness to their employees and received a standing ovation.


  • NPR, All Things Considered “Walmart And Others Offer Workers Payday Loan Alternative”
  • Wall Street Journal, “A Better Alternative to Payday Loans”
  • Bloomberg Law, “FinTechs step intoPayday Alternatives”

About PayActiv

PayActiv is an award-winning holistic financial wellness platform for employees to get on-demand access to earned but unpaid wages. Businesses that partner with PayActiv see significant cost reductions through increased recruitment, engagement and retention. PayActiv is the recipient of Best Fintech Solution, Finovate among several other awards.