Egyptian Fintech ADVA Acquired By Abu Dhabi-Based Maseera
TLDR
- Maseera Holding for Financial Investments has acquired Egyptian buy now, pay later (BNPL) platform ADVA
- Founded in 2020, ADVA offers short-term consumer credit for installment purchases
- The company will now serve as Maseera’s technology and data analytics hub for the region
Maseera Holding for Financial Investments, a portfolio company of Abu Dhabi’s International Holding Company (IHC), has acquired Egyptian buy now, pay later (BNPL) platform ADVA to accelerate its financial inclusion strategy across North Africa.
Founded in 2020, ADVA offers short-term consumer credit for installment purchases. The company will now serve as Maseera’s technology and data analytics hub for the region. The terms of the deal were not disclosed. As part of its next phase, ADVA has applied for Egypt’s first digital consumer finance license. The license would allow it to offer full digital onboarding, including e-KYC and e-signatures, in line with new regulatory reforms.
Maseera CEO Amro Abouesh said the company will use data and AI to expand access to credit for Egypt’s middle and low-income segments. The acquisition aligns with Maseera’s goal to scale financial services through AI-driven underwriting and digital platforms.
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Key Takeaways
The acquisition of ADVA by Maseera highlights growing Gulf interest in North Africa’s fintech sector. Backed by IHC’s fintech arm 2PointZero, Maseera is using acquisitions to build a regional footprint in consumer finance. Egypt, with its large unbanked population and expanding fintech regulations, offers strategic value. ADVA’s bid to secure a digital consumer finance license could position it as a first mover in a newly regulated space. The move also reflects a wider trend of using AI and data analytics to underwrite credit in underserved markets, reducing reliance on traditional scoring methods. With Maseera’s capital and ADVA’s platform, the combined entity could become a key player in Egypt’s evolving consumer finance market. The deal underscores how MENA-based fintech expansion is increasingly pan-regional, as firms look to North Africa for scale, talent, and regulatory openness to digital finance innovation.
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