Abu Dhabi's Maseera Acquired Egyptian Fintech ADVA to Boost Financial Inclusion
Maseera Holding for Financial Investments, an Abu Dhabi-based portfolio company of 2PointZero (an IHC subsidiary), has acquired ADVA, an innovative Egyptian consumer finance platform. This strategic move establishes ADVA as Maseera's dedicated technology and data analytics hub for North Africa and significantly advances Maseera's mission to drive AI-powered financial inclusion across underserved markets.
Strategic Rationale: AI-Powered Financial Inclusion
The acquisition combines Maseera's resources and advanced AI capabilities with ADVA's established platform and market reach in Egypt. The goal is to deliver transformative, accessible, and affordable financial solutions, particularly targeting Egypt's large middle- and low-income segments often overlooked by traditional finance. This aligns with a $1 billion long-term capital commitment from 2PointZero aimed at building Maseera into a transcontinental financial inclusion platform. Amro Abouesh, CEO of Maseera, highlighted the shared vision, stating, "Together, we will harness the power of data and AI to deliver transformative financial solutions tailored to Egypt's middle and low-income segments.”
ADVA's Innovative Model
Founded in 2020, ADVA quickly became a pioneer in Egypt's fintech space by offering tailored financing for essential services like healthcare and education. A key innovation is its proprietary AI-driven credit scoring model, which utilizes alternative data sources (such as mobile usage insights) to effectively underwrite first-time borrowers and expand access to finance for previously unbanked or underbanked individuals.
Digital Finance License & Future Plans
As part of its next growth phase under Maseera, ADVA has applied for Egypt's first digital consumer finance license. Obtaining this license would be a regulatory breakthrough, enabling fully digital onboarding via electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures. This could dramatically lower barriers to credit access for over 50 million underbanked Egyptians, strongly supporting the country's national digital transformation and financial inclusion goals.
About Maseera Holding
Maseera Holding for Financial Investments, based in Abu Dhabi, is an investment firm operating under 2PointZero, a global investment platform subsidiary of International Holding Company (IHC). Led by CEO Amro Abouesh, Maseera focuses on building a technology-driven, transcontinental platform dedicated to financial inclusion in key emerging and underserved markets worldwide.
Looking Ahead
Following the acquisition, ADVA will focus exclusively on Egypt's consumer finance market, leveraging Maseera's AI technology to offer faster, more personalized, and inclusive lending solutions. This deal not only strengthens Maseera's footprint in North Africa but also significantly bolsters Egypt's fintech ecosystem by supporting a key player dedicated to financial inclusion through innovative technology.
Sources: MEA Tech Watch