Maseera Holding Expands Into North Africa with ADVA Fintech Acquisition

Editorial Team

Last updated 7-04-2025

2 min

UAE-based Maseera Holding has acquired Egypt’s fintech platform ADVA, expanding into North Africa.

ADVA will focus on Egypt’s consumer finance, easing credit access for underserved communities.

Both firms aim to use AI and data analytics for tailored financial solutions.

ADVA seeks Egypt's first digital consumer financing licence, advancing financial inclusion and digital transformation.

Maseera's expansion supports Egypt’s fintech growth, aligning with national priorities.

In a strategic move announced today, UAE-based Maseera Holding, part of the 2 Point Zero group affiliated with International Holding Company, has snapped up Egypt’s fintech platform ADVA. The deal, which sees Maseera expand its presence further into North Africa, positions ADVA as a regional data and tech hub under Maseera's growing umbrella.

Following the acquisition, ADVA’s main focus will remain on Egypt’s consumer finance sector—providing targeted financial products tailored specifically for people’s basic, everyday needs. Significantly, it's also aiming to ease credit access for communities who've historically struggled to receive proper financial services.

Maseera’s chief executive officer, Amr Abu Eish, outlined the values underpinning the new partnership, explaining that the two businesses "share the same vision and values," prioritising affordability and human-centred financial services. He further stated that together, the companies aim to leverage data analytics and artificial intelligence to offer innovative and customised financial solutions to low- and middle-income communities in Egypt.

With Maseera’s advanced AI technology onboard, the combined entity plans to enhance customer experience in digital finance and roll out quicker, smoother, tailored lending solutions for underserved clients right across Egypt.

Earlier this year, the broader group behind Maseera, 2 Point Zero, had confirmed its commitment to invest up to one billion US dollars into long-term capital, aimed at constructing an expansive digital finance operation geared at inclusive financial platforms, specifically within underserved markets worldwide.

The latest milestone in ADVA’s journey is its groundbreaking application for Egypt’s first digital consumer financing licence. If approved, this innovative licence would enable efficient, fully electronic onboarding for new customers—including digital signatures and online client assessments, significantly streamlining credit processes.

This regulatory shift is anticipated to remove barriers that currently keep over 50 million Egyptians away from formal banking services, aligning perfectly with Egypt's broader national priorities of strengthened financial inclusion and a rapid digital transormation—a welcome move in a country where fintech has become as popular and necessary as a warm dish of koshari.

As the folks at Arageek will likely confirm, the fintech market in Egypt is heating up, and with this acquisition, Maseera seems poised to be right at the heart of the action.

🚀 Got exciting news to share?

If you're a startup founder, VC, or PR agency with big updates—funding rounds, product launches 📢, or company milestones 🎉 — AraGeek English wants to hear from you!