Maseera Acquires ADVA to Boost Finance Access in Egypt

Post by: Bandan Preet

Photo: WAM

Maseera Holding for Financial Investments (Maseera), a company backed by 2PointZero — which is part of International Holding Company (IHC) — has announced that it has taken over ADVA, a fast-growing consumer finance company in Egypt.

This new partnership will help Maseera grow across North Africa and use ADVA as its main center for technology and data work in the region.

This step is a part of Maseera’s big plan to grow after it was taken over by 2PointZero. Earlier this year, 2PointZero shared that it would invest US $1 billion over time to help Maseera build a global platform that brings financial services to people who don’t have easy access to banks. Their first focus is on areas that don’t have enough banking services.

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Amro Abouesh, the CEO of Maseera, said, “We saw in ADVA a company that shares our same goals. We both believe that financial services should be easy to reach, affordable, and made for people’s real needs. Together, we will use the power of data and artificial intelligence (AI) to create financial solutions that really help Egypt’s middle- and lower-income groups.”

By combining Maseera’s smart technology with ADVA’s local knowledge, the new team will be able to offer quicker, more personal, and easier-to-use loan services for people in Egypt who don’t usually have access to these kinds of services.

As part of their next big step, ADVA has applied for Egypt’s first official digital consumer finance license. If approved, this will allow them to sign up customers fully online using digital tools like e-KYC (electronic Know Your Customer) and e-signatures. This would be a big move in helping millions of Egyptians, especially the 50 million who are not part of the formal banking system.

With this new focus, ADVA will work only in Egypt’s consumer finance market. The company plans to build special loan products to help people pay for important things in life—like education, healthcare, or home needs. They also want to help people who usually don’t qualify for loans get better access to money.

This deal supports Egypt’s goals for more digital services and better financial inclusion. It also shows how Maseera and 2PointZero are serious about building strong, long-lasting companies that make a real difference in people’s lives, especially in fast-growing countries.

In short, this move brings modern financial tools to more Egyptians and opens the door to fairer and smarter ways to borrow and manage money.

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