Maseera Holding for Financial Investments (Maseera), a subsidiary of 2PointZero, has completed the acquisition of ADVA, an Egyptian consumer finance platform. This move follows 2PointZero’s earlier commitment of $1 billion in long-term capital to scale Maseera’s financial services platform globally, focusing on increasing access to credit in underserved markets.
Founded in 2020, ADVA has gained a foothold in Egypt’s fintech ecosystem by offering customized financing solutions for essential services such as healthcare and education. The platform leverages a proprietary AI-driven credit scoring model that incorporates alternative data, including mobile usage insights, to underwrite loans for first-time borrowers, extending financial access to middle- and low-income individuals often overlooked by traditional lenders.
Maseera CEO Amro Abouesh highlighted the strategic alignment between the two companies, emphasizing that both share a commitment to making financial services accessible, affordable, and human-centered. He noted that the combination of ADVA’s platform with Maseera’s advanced AI technologies will enable the delivery of faster, more inclusive, and highly personalized lending solutions in Egypt.
ADVA has also applied for Egypt’s first digital consumer finance license, which, if approved, will allow for seamless end-to-end onboarding using electronic know-your-customer (e-KYC) procedures and legally binding e-signatures. This move is expected to significantly lower barriers to credit access for over 50 million underbanked Egyptians and aligns with the country’s digital transformation and financial inclusion initiatives.
The acquisition strengthens Maseera’s regional presence and reinforces 2PointZero’s strategy of creating scalable, impact-driven financial platforms aimed at empowering communities and driving economic growth across emerging markets. By combining AI, data analytics, and financial inclusion, Maseera is poised to redefine digital lending in North Africa and contribute to broader economic participation and sustainable growth in the region.
