Abu Dhabi-based financial services firm Maseera has announced the acquisition of Egyptian fintech startup ADVA, marking a strategic move to expand its footprint in North Africa’s rapidly growing digital finance sector.
ADVA offers a platform that enables users to access flexible installment payment plans for a wide range of services, including education, healthcare, insurance, and travel. Founded in 2020, the startup quickly gained traction in Egypt’s burgeoning fintech space by catering to the growing demand for alternative consumer financing options.
With the acquisition, Maseera aims to expand its consumer finance portfolio and capitalize on Egypt’s large, youthful population. Known for its investments in digital banking and financial technology across the Gulf region, Maseera sees Egypt as a critical market for its growth strategy.
“Egypt is a key market for our growth strategy,” said Khalid Al Mansoori, CEO of Maseera. “ADVA has developed an impressive platform that aligns with the needs of today’s consumers. Together, we aim to accelerate access to flexible financial solutions across the MENA region.”
Rania Gaafar, founder and CEO of ADVA, called the acquisition a major milestone for the company. “Joining forces with Maseera will provide us with the resources and regional network to expand our impact. Our vision has always been to make financial services more accessible and inclusive, and this partnership strengthens that mission,” she said.
The acquisition reflects a larger trend of consolidation and cross-border transactions within the Middle East and North Africa’s fintech ecosystem, as larger companies seek to build regional powerhouses to serve rapidly growing and diverse markets.
Maseera plans to further invest in ADVA’s technology, expand its merchant network, and introduce new products tailored to Egypt and other MENA markets.
