Maseera Holding for Financial Investments (“Maseera”), a portfolio company of 2PointZero—an investment platform under the International Holding Company (IHC)—has successfully acquired ADVA, a leading Egyptian consumer finance platform. This acquisition positions ADVA as Maseera’s primary technology and data analytics hub in North Africa and marks a crucial milestone in Maseera’s regional expansion strategy.
Founded in 2020, ADVA has rapidly established itself as a key player in Egypt’s fintech landscape, providing accessible financing solutions for essential services like healthcare and education. The platform has played a pivotal role in serving Egypt’s underserved middle- and low-income populations, leveraging a proprietary AI-powered credit scoring model. By incorporating alternative data, such as mobile usage patterns, ADVA has been able to underwrite first-time borrowers, significantly expanding financial access.
This acquisition aligns with Maseera’s broader vision, following its integration into 2PointZero’s global strategy. Earlier this year, 2PointZero committed USD 1 billion in long-term capital to accelerate Maseera’s mission of fostering financial inclusion across underserved markets worldwide.
“In ADVA, we found a company that shares our vision of making financial services accessible, affordable, and people-centric,” said Amro Abouesh, CEO of Maseera. “Through the power of AI and data analytics, we aim to deliver cutting-edge financial solutions tailored for Egypt’s unbanked and underbanked communities.”
By incorporating Maseera’s advanced AI capabilities, the partnership will redefine Egypt’s digital lending experience, creating faster, more personalized, and inclusive financing options. A major development in ADVA’s future growth is its application for Egypt’s first digital consumer finance license. This regulatory approval would enable seamless onboarding using electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures. This innovation could significantly lower access barriers for over 50 million underbanked Egyptians, aligning with the country’s financial inclusion and digital transformation agenda.
Following the acquisition, ADVA will focus exclusively on Egypt’s consumer finance sector, developing financial products that cater to essential life needs while expanding credit access for previously underserved demographics.
This strategic move underscores Maseera’s and 2PointZero’s commitment to building impactful, sustainable financial platforms that empower communities and drive scalable value in emerging markets.
//Staff writer
