Maseera announced the successful acquisition of ADVA, an Egyptian consumer finance platform.

Maseera, an Abu Dhabi-based 2PointZero subsidiary, has acquired Egypt's ADVA to advance Artificial Intelligence (AI)-powered financial inclusion across North Africa.

Maseera Holding for Financial Investments is a portfolio firm of 2PointZero, a transformative global investment platform, and a subsidiary of International Holding Company.

Maseera announced yesterday that it had successfully acquired ADVA, an Egyptian consumer finance platform.

According to Maseera, this strategic deal positions ADVA as its dedicated technology and data analytics base for North Africa, marking a significant milestone in the company's regional expansion strategy.

ADVA, founded in 2020, has emerged as a forerunner in Egypt's fintech sector, delivering personalised financing for important services such as healthcare and education, according to Maseera.

It added in a statement: “The platform has built an impressive track record serving Egypt’s underserved middle- and low-income segments, which represents demographics that are often overlooked by traditional financial institutions.

“Its proprietary AI-driven credit scoring model utilizes alternative data, including mobile usage insights, to underwrite first-time borrowers and unlock access to finance at scale.”

The company revealed that this move into Egypt is part of Maseera’s broader growth strategy following its acquisition by 2PointZero.

“As announced earlier this year, 2PointZero has committed $1 billion in long-term capital to support Maseera’s mission of building a transcontinental platform focused on financial inclusion, initially targeting key underserved markets across the globe,” said the statement.

Amro Abouesh, CEO of Maseera, commented: “In ADVA, we found a company that shares our vision and values, particularly the belief that financial services must be accessible, affordable, and human-centered. Together, we will harness the power of data and AI to deliver transformative financial solutions tailored to Egypt’s middle and low-income segments”.

The company said by integrating Maseera’s advanced AI technologies, the combined platform is poised to redefine the customer experience in digital finance, creating faster, more inclusive, and highly personalised lending solutions for underserved populations across Egypt.

As part of its next phase of growth, ADVA has applied for Egypt’s first digital consumer finance license, a regulatory breakthrough that will enable end-to-end onboarding through electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures.

Maseera said this move positions ADVA to dramatically reduce barriers to access for over 50 million underbanked Egyptians, in alignment with national priorities for financial inclusion and digital transformation.

Following the acquisition, ADVA intends to exclusively focus on Egypt’s consumer finance market, developing tailored financial products for essential life needs while enhancing credit access for historically underserved groups.