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 marks a significant milestone in Maseera’s expansion strategy, positioning ADVA as its primary technology and data analytics hub in North Africa.
Founded in 2020, ADVA quickly became a key player in Egypt’s fintech sector by offering accessible financing solutions for critical services such as healthcare and education. The platform has notably served middle- and low-income populations in Egypt, using an AI-powered credit scoring model that incorporates alternative data, including mobile usage patterns, to underwrite first-time borrowers. This innovation has significantly expanded access to financial services for underserved communities.
This acquisition is part of Maseera’s broader vision, which aligns with 2PointZero’s global strategy. Earlier this year, 2PointZero committed USD 1 billion in long-term capital to accelerate Maseera’s mission of driving financial inclusion across underserved markets worldwide.
Maseera’s CEO, Amro Abouesh, emphasized the alignment between the two companies, stating, “In ADVA, we found a partner that shares our mission of making financial services accessible, affordable, and people-centric. By leveraging AI and data analytics, we aim to offer advanced financial solutions tailored to Egypt’s unbanked and underbanked populations.”
The integration of Maseera’s advanced AI capabilities will transform Egypt’s digital lending experience, enabling faster, more personalized, and inclusive financing options. One of ADVA’s major upcoming developments is its application for Egypt’s first digital consumer finance license. If approved, this would allow for seamless onboarding through electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures, significantly lowering barriers to credit access for over 50 million underbanked Egyptians. This move aligns with Egypt’s ongoing financial inclusion and digital transformation agenda.
Post-acquisition, ADVA will focus exclusively on Egypt’s consumer finance sector, continuing to develop financial products designed to meet essential life needs while extending credit to previously underserved demographics.
This strategic acquisition underscores Maseera’s and 2PointZero’s dedication to building impactful and sustainable financial platforms that empower communities and generate scalable value in emerging markets.
