EFG Hermes Unveils Retail-Friendly Mutual Funds Via ONE App in Egypt

EFG Hermes, part of EFG Holding, is widening the door for retail investors. The investment bank’s asset management arm has rolled out five mutual funds on its EFG Hermes ONE app, a move designed to make professional money management more accessible to everyday users.

On paper, it’s a straightforward product launch. In reality, it feels like another nudge towards democratising investing in Egypt. Through the ONE app, users can now tap into a range of expert-managed funds tailored to different risk appetites — from those looking for daily liquidity to others chasing long-term growth. Income generation, diversification, even hedging considerations are all part of the mix.

The idea is to simplify what has often been, let’s be honest, a bit of a faff. Investing can feel overwhelming, especially for first-timers. Multiple platforms, scattered information, jargon-heavy fund descriptions… well, I mean, it’s no wonder some people just keep their savings parked in a current account. By consolidating access into one digital platform, EFG Hermes is trying to remove some of that friction and speed up decision-making.

The FIVE funds — available directly within the app — aim to offer a smoother allocation process, whether someone is managing short-term cash or building a portfolio for the long haul. Crucially, the structure allows individuals to start with amounts that suit their means, rather than requiring deep pockets from day one.

In a statement, the company said: “By making these funds available through EFG Hermes ONE, our trusted, award-winning digital investment platform, we’re giving more people a straightforward way to access institutional-quality investment solutions. Our goal is to empower investors with options that cater to a broad spectrum of risk appetites without requiring a large starting amount, so anyone can begin with an amount that fits their means.”

That’s spot on in terms of where the market is heading. Across MENA, we’ve seen a steady push towards financial inclusion, and Egypt is no exception. The ONE app itself positions as an all-in-one investment tool, offering real-time market data and customisable watchlists for stocks and portfolios. It’s built to make participation in the Egyptian Exchange less intimidating and more intuitive.

At Arageek, we often hear from young founders who say their first serious investment felt like crossing a line into adulthood — a small step, but a meaningful one. I remember attending a startup meetup in Cairo where a 23-year-old founder proudly told me he had made his first fund investment through a mobile app. He was chuffed to bits. It wasn’t about the returns yet; it was about access.

On the flip side, digital platforms must work hard to build trust. المصري investors are becoming more tech-savvy, yes, but they’re also careful. Transparency, ease of use, and clear risk explanations will matter more than flashy features. If EFG Hermes can keep the process simple and the communication clear, this could definately help expand the retail investor base.

And believe it or not, these incremental shifts add up. Bringing a broader pool of individuals into capital markets doesn’t just benefit asset managers. It supports market liquidity and, in the long run, economic growth. That may sound lofty, but sometimes the bigger impact starts with something as small as downloading an app and clicking “invest.”

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