Cairo — November 12, 2025: FOO, the award-winning B2B SaaS solutions provider, has partnered with eNovate, a subsidiary of eFinance Investment Group, to launch Egypt’s first white-labeled mobile application for university students, combining financial literacy, digital payments, and gamified experiences into one mobile-first ecosystem.
The platform offers digital student ID issuance, mobile wallet top-ups, and bill payment capabilities—serving as both an official university identification and a financial management tool. Built with a lean, mobile-first design, the app provides Gen Z users with a secure, smart, and engaging digital experience, fully aligned with their lifestyle and expectations.
Strategic Partnership for Digital Empowerment
Under the collaboration, FOO led app development, user experience design, and digital architecture, while eNovate contributed its expertise in secure card issuance, payment enablement, and integration with national infrastructure.
All intellectual property is hosted on eFinance’s government-backed cloud within Egypt, ensuring compliance, scalability, and data sovereignty.
“FOO chose to partner with eNovate due to its strategic importance as Egypt’s only government-certified card processor and enablement platform,” said Ghady Rayess, Managing Director of FOO. “This partnership ensures the app’s infrastructure is fully compliant, scalable, and secure.”
Gamified Financial Learning and Rewards
The app uniquely integrates a gaming platform, allowing students to purchase in-game content and prepaid cards — a feature designed to foster engagement through familiar digital habits.
In the next phase, a loyalty program will launch, offering students reward points and benefits for responsible financial behavior, further promoting financial literacy through interactive learning.
“Traditionally, we were focused on card production, but with this partnership, we’ve expanded into full digital banking experiences,” said Nashwa Kamel, CEO of eNovate. “This is more than a banking app — it’s a lifestyle tool for students.”
Driving Financial Inclusion for Egypt’s Youth
The collaboration reflects Egypt’s national vision to empower youth through digital transformation and financial inclusion. By merging fintech agility with institutional trust, the initiative builds the foundation for a digitally fluent generation equipped with real-world financial tools and knowledge.
