TRU Shakes Up Egyptian Fintech Scene with EGP 3 Billion in Sales

Editorial Team

Last updated 29-12-2025

4 min

TRU marked its first year in Egypt with impressive sales exceeding EGP 3 billion.

The fintech managed over 120,000 transactions, gaining traction across diverse sectors.

Key offerings, TRU Flex and TRU Ctrl, earned accolades for innovation in financing.

Noteworthy is the partnership with Sylndr, simplifying car purchase financing.

Rapid expansion and a bold marketing strategy helped establish TRU as a promising market player.

TRU has wrapped up its first year in Egypt’s consumer finance market with the kind of numbers that would make any young fintech pretty chuffed to bits — more than EGP 3 billion in sales, over 70,000 customers, and a merchant network already topping 1,200 partners. For a company that only entered the market in 2025, that’s no small feat, and it suggests that Egyptians were more than ready for a digital-first financing model that doesn’t feel like, well… a bit of a faff.

I’ve seen plenty of startups across the region try to make a splash in their first year, but I reckon TRU’s early traction stands out because it wasn’t just about pushing credit; it was about reshaping how people interact with financing altogether. The company handled more than 120,000 transactions in its debut year, which gives you a sense of how quickly its services seeped into everyday purchasing habits. And believe it or not, that growth cut across sectors — from electronics and home goods to travel and even cars.

Two products in particular seem to have anchored TRU’s appeal. The first is TRU Flex, which lets customers tailor repayment plans to suit their budgets rather than squeezing into rigid instalment structures. The second is TRU Ctrl, a dashboard-style tool giving users more visibility and control over their financing. Global Economics named TRU Ctrl the Most Innovative Solution of 2025, and that recognition probably helped boost its profile beyond Egypt. On the flip side, the company didn’t stop there; it also launched TRU+, aimed at customers looking for high-value financing.

What really caught my eye, especially given the conversations we often have around embedded finance at Arageek, was TRU’s partnership with Sylndr. Together, they rolled out the first fully integrated digital financing solution for Egypt’s automotive market. Instead of juggling paperwork or dealing with banks separately, car buyers could sort everything directly in the purchasing journey. If you’ve ever tried to finance a used car in Cairo, you’ll know that’s spot on the kind of innovation people have been waiting for.

Awards followed quickly. International Finance Magazine named TRU the Fastest-Growing Lending App of 2025, recognising not only its rapid expansion but also the fact that it managed to keep portfolio quality intact — something many fast-scaling lenders struggle with.

On the marketing side, TRU didn’t play it safe either. Its “Slash” offer — where the company literally covers half the instalment for customers — turned heads across the sector. More than 350 promotional offers rolled out across categories, including travel, helped embed TRU into purchasing habits even further. A partnership with EgyptAir, for instance, gave travellers more flexible payment routes and a smoother booking experience. I’ve seen travel financing attempts before, but few felt this integrated.

Reflecting on the first-year milestone, CEO Ahmed Essam Saudi highlighted that surpassing EGP 3 billion in sales and reaching tens of thousands of customers confirmed a clear market need for a more flexible, tech-driven model. He pointed to international awards and strong portfolio performance as signs that TRU’s approach — marrying innovation with balanced risk management — is on the right path. The company, he noted, intends to keep investing in product development and partnerships to support sustainable growth.

All in all, TRU’s first year paints a picture of a fintech that didn’t just enter the Egyptian market but landed with enough momentum to shake things up. The mix of rapid scaling, a strong digital backbone, and unconventional marketing has given it a solid footing among the country’s consumer finance players. If it can maintain this balance without getting carried away — something not all startups manage, I’ve seen it first-hand — it may very well cement its place as a long-term leader in the space. For a first year, that’s definately not bad going.

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