ADVA, an Egyptian consumer finance platform, will now be the dedicated technology and analytics hub in North Africa for Maseera Holding for Financial Investments (Maseera), a portfolio company of 2PointZero, a global investment platform and a subsidiary of International Holding Company (IHC).
The news has been announced following the completed acquisition of ADVA by Maseera, which marks a critical milestone in the latter’s regional expansion strategy. This move is part of Maseera’s broader growth strategy following its acquisition by 2PointZero. As announced earlier this year, 2PointZero has committed $1billion 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.
Amro Abouesh, CEO of Maseera
“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,” said Amro Abouesh, CEO of Maseera. “Together, we will harness the power of data and AI to deliver transformative financial solutions tailored to Egypt’s middle and low-income segments”.
Selecting ADVA
Founded in 2020, ADVA offers tailored financing for essential services such as healthcare and education in Egypt. 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 utilises alternative data, including mobile usage insights, to underwrite first-time borrowers and unlock access to finance at scale.
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.
The next step
As part of its next phase of growth, ADVA has applied for a digital consumer finance licence in Egypt. This will enable end-to-end onboarding through electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures. This move positions ADVA to 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 will exclusively focus on Egypt’s consumer finance market, developing tailored financial products for essential life needs while enhancing credit access for historically underserved groups. The transaction is fully aligned with Egypt’s national digital transformation and financial inclusion agenda.
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