Abu Dhabi-based financial services company Maseera has bought Egyptian consumer finance platform ADVA to grow its business across North Africa.
Maseera Holding for Financial Investments made the purchase to establish ADVA as its main technology and data center in North Africa. The deal is part of Maseera’s bigger plan to reach more customers in the region.
About the Companies
Maseera is owned by 2PointZero, which is part of International Holding Company (IHC) based in Abu Dhabi. The company focuses on providing financial services to low and middle-income people and small businesses. Earlier this year, 2PointZero promised to invest $1 billion over the long term to help Maseera grow globally.
ADVAÂ started in 2020 and quickly became a key player in Egypt’s fintech market. The company offers a “buy now, pay later” service that lets people pay for important services like healthcare and education in small payments over time. ADVA uses smart technology to check if people can repay loans, even if they have never borrowed money before.
How ADVA Works
ADVA uses artificial intelligence (AI) to decide who can get loans. The company looks at different types of information, including how people use their mobile phones, to understand if they can pay back money. This helps ADVA give loans to people who banks usually don’t serve.
The platform focuses on helping Egypt’s middle and low-income populations get access to money for essential needs. Many of these people cannot get traditional bank loans because they don’t have credit history.
Big Plans for Egypt’s Finance Market
One of the most important parts of this deal is ADVA’s application for Egypt’s first digital consumer finance license. If approved, this license would allow the company to:
- Sign up customers completely online
- Use electronic identity checks (e-KYC)
- Get legally valid electronic signatures
This could help over 50 million Egyptians who don’t have good access to banking services.
What the Leaders Say
Amro Abouesh, CEO of Maseera, said: “In ADVA, we found a company that shares our vision of making financial services accessible, affordable, and people-centric. Through the power of AI and data analytics, we aim to deliver cutting-edge financial solutions.”
The purchase fits with Egypt’s government plans to make financial services more digital and include more people in the banking system.
Egypt’s Growing Fintech Scene
Egypt has been working to create better rules for fintech companies. The country passed its first Fintech Law (No. 5 of 2022) to regulate and help grow financial technology in non-banking activities.
The Financial Regulatory Authority (FRA) has been giving more companies permission to use fintech in their services. In early 2025, the FRA approved fintech integration for several non-banking financial companies.
What Happens Next
After the purchase, ADVA will focus only on Egypt’s consumer finance market. The company will develop financial products that help people pay for essential life needs while reaching more people who couldn’t get credit before.
Maseera plans to combine its AI technology with ADVA’s local knowledge to create faster and more personalized lending options for Egyptian customers.
This deal shows how UAE companies are investing in Egypt’s growing fintech sector and how both countries are working together to improve financial services in the region.
