The article examines factors influencing fund flows in Islamic and conventional mutual funds in Pakistan. It looks at management expense ratio, fund return, fund size, fund age, inflation, interest rate, and GDP. The study uses data from 21 funds from 2009 to 2018. Results show that Islamic investors consider different factors than conventional investors when choosing funds. Factors like management expense ratio, return, and fund size impact fund flows. All fund characteristics are positively related to fund flows, except for management expense ratio and fund age. This suggests that fund managers and investors should review their investment policies to maximize returns for both parties.