Sunny Araf was a police officer before launching ISA Support Services in 2011 with his cousin Janed Karim. The Birmingham-based business provides personnel, including security guards, receptionists, and cleaning and maintenance staff, to clients spanning a range of sectors such as retail, healthcare and education. ISA Support Services significantly increased its turnover from £14.1m in 2020 to £74.6m in 2021. The company also has a charitable arm, the ISA Foundation, which supports vulnerable members of society. Projects have included working with food banks in Birmingham and providing refugee aid.