Valu Partners with Tactful AI to Revolutionise Egypt’s Fintech Customer Experience

Editorial Team

Last updated 24-12-2025

3 min

Valu partners with Tactful AI to enhance digital customer interactions across channels.

The unified platform will make conversations quicker, smoother, and more personalised.

Both companies aim to transform customer experience, emphasising proactivity over reaction.

This collaboration highlights the growth and confidence of the regional tech scene.

Valu leads in BNPL services; Tactful excels in customer engagement solutions.

Valu has teamed up with Tactful AI in a move that feels very much in line with how Egypt’s fintech scene keeps stretching its muscles. The two companies revealed their new partnership in Cairo, aiming to sharpen how Valu handles customer interactions across its digital channels. I’ve seen a lot of startups in the region wrestle with scattered communication tools—it can be a bit of a faff—so hearing that Valu plans to unify everything from WhatsApp to its mobile app under one intelligent system didn’t come as a surprise.

The idea is simple enough: use Tactful AI’s unified engagement platform to make conversations quicker, smoother, and more personalised, without losing that human element people still rely on when dealing with financial services. The platform pulls together real-time analytics, AI-driven engagement tools, and a no-code automation studio, which, to be honest, is spot on for any company trying to scale without drowning its support teams.

Tactful AI’s CEO and Co‑Founder, Mohamed Elmasry, expressed pride in partnering with what he called a homegrown fintech powerhouse. His point about shared commitment stood out—both companies seem intent on raising the bar for customer experience in the region, not just plugging in another software tool. And believe it or not, that mindset is something I’ve heard echoed across plenty of conversations in the MENA startup world, including at events Arageek often circles around.

On the flip side, Valu’s Deputy CEO, Mohamed Mounir, framed the move as part of a broader push to anticipate customer needs rather than just react to them. He highlighted how important it is for Valu to stay responsive across all channels as it grows. I reckon that kind of proactive approach is becoming essential, especially with how quickly digital expectations shift—miss a beat and users will let you know.

What’s interesting here is that both companies trace their roots to Egypt, yet operate across the Middle East, Africa, the UK, and Europe. It’s a reminder of how far regional tech has come; not long ago, scaling beyond borders felt like a pipe dream for many founders I met early in my career. Now, partnerships like this show a sort of quiet confidence—no fanfare, just solid execution. Well… I mean, mostly solid; the ecosystem still has its hiccups, or “hickups” as I once embarassingly wrote in a pitch deck.

Valu, already known for pioneering BNPL services in the MENA region through U, continues expanding its financial products, from investment tools to prepaid and co-branded Visa cards. Tactful AI, on the other hand, has carved its place as an all-in-one customer experience platform handling millions of conversations for brands across multiple sectors. Together, they’re betting on technology that doesn’t just automate tasks but actually helps businesses understand people better.

Whether this partnership becomes a regional benchmark remains to be seen, but it certainly reflects a maturing ecosystem—one where innovation isn’t just about big ideas but about making life easier for users who, frankly, don’t care how the tech works as long as it works. And that, in the end, might be the real win here.

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