Maseera Holding for Financial Investments, a portfolio company of 2PointZero and a subsidiary of Abu Dhabi-based International Holding Company (IHC), has successfully acquired Adva, an innovative Egyptian consumer finance platform. This strategic acquisition establishes Adva as Maseera’s dedicated technology and data analytics hub for North Africa, marking a significant milestone in Maseera’s regional expansion.
Founded in 2020, Adva has become a leader in Egypt’s fintech sector, offering customized financing solutions for essential services such as healthcare and education. The platform has effectively served Egypt’s underserved middle- and low-income populations, a demographic often overlooked by traditional financial institutions.
Adva’s proprietary AI-driven credit scoring model uses alternative data, including mobile usage insights, to underwrite first-time borrowers and provide broad access to finance. This acquisition supports Maseera’s broader growth strategy following its acquisition by 2PointZero, which committed $1 billion in long-term capital to support Maseera’s mission of building a transcontinental platform focused on financial inclusion, initially targeting underserved markets across the globe.
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 provide transformative financial solutions tailored to Egypt’s middle- and low-income segments.”
By integrating Maseera’s advanced AI technologies, the combined platform is set to redefine the customer experience in digital finance, creating faster, more inclusive, and personalized lending solutions for underserved populations in Egypt.
As part of its growth, Adva has applied for Egypt’s first digital consumer finance license. This regulatory breakthrough will enable the platform to offer end-to-end onboarding through electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures, reducing access barriers for over 50 million underbanked Egyptians. The move aligns with national priorities for financial inclusion and digital transformation.
Post-acquisition, Adva will focus exclusively on Egypt’s consumer finance market, developing products tailored to essential life needs and enhancing credit access for historically underserved groups.
