Maseera Holding for Financial Investments (Maseera), a portfolio company of 2PointZero and part of International Holding Company (IHC), announced the acquisition of ADVA, an innovative Egyptian consumer finance platform.
The move marks a critical milestone in Maseera’s regional expansion strategy, with ADVA to be established as Maseera’s dedicated technology and data analytics hub for North Africa.
Maseera’s regional growth plan
It is also part of Maseera’s broader growth strategy following its acquisition by 2PointZero.
2PointZero has earlier announced committing $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 said.
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 personalised 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.
The move positions ADVA to dramatically reduce barriers to access for over 50 million underbanked Egyptians.
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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