Maseera acquires Egyptian consumer finance platform
Maseera Holding for Financial Investments, a portfolio company of 2PointZero, a transformational global investment platform and a subsidiary of Abu Dhabi-based International Holding Company (IHC), today announced the successful acquisition of Adva, an innovative Egyptian consumer finance platform.
This strategic transaction establishes Adva as Maseera's dedicated technology and data analytics hub for North Africa and marks a critical milestone in Maseera's regional expansion strategy.
Founded in 2020, Adva has emerged as a trailblazer in Egypt's fintech sector, offering tailored financing for essential services such as healthcare and education.
The platform has built an impressive track record serving Egypt's underserved middle- and low-income segments, which represents demographics that are often overlooked by traditional financial institutions.
Its proprietary AI-driven credit scoring model utilizes alternative data, including mobile usage insights, to underwrite first-time borrowers and unlock access to finance at scale.
This move is part of Maseera's broader growth strategy following its acquisition by 2PointZero. As announced earlier this year, 2PointZero has committed $1 billion in long-term capital to support Maseera's mission of building a transcontinental platform focused on financial inclusion, initially targeting key underserved markets across the globe.
"In Adva, we found a company that shares our vision and values, particularly the belief that financial services must be accessible, affordable, and human-centered," said Amro Abouesh, CEO of Maseera.
"Together, we will harness the power of data and AI to deliver transformative financial solutions tailored to Egypt's middle and low-income segments," he added.
By integrating Maseera's Advanced AI technologies, the combined platform is poised to redefine the customer experience in digital finance, creating faster, more inclusive, and highly personalized lending solutions for underserved populations across Egypt.
As part of its next phase of growth, Adva has applied for Egypt's first digital consumer finance license, a regulatory breakthrough that will enable end-to-end onboarding through electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures.
This move positions Adva to dramatically reduce barriers to access for over 50 million underbanked Egyptians, in alignment with national priorities for financial inclusion and digital transformation.
Following the acquisition, Adva will exclusively focus on Egypt's consumer finance market, developing tailored financial products for essential life needs while enhancing credit access for historically underserved groups.
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