In a move that signals a strategic shift in North Africa’s digital finance landscape, Maseera Holding for Financial Investments has announced the acquisition of Egyptian consumer finance platform ADVA. Maseera, a portfolio company of 2PointZero—an investment arm of International Holding Company (IHC)—will establish ADVA as its dedicated technology and data analytics hub for the region. The deal marks a major milestone in Maseera’s ambition to accelerate financial inclusion across underserved markets using AI-driven financial solutions.

Expanding Financial Access Through AI Innovation

Founded in 2020, ADVA has gained recognition in Egypt’s fintech sector by offering innovative financing products tailored to essential services like healthcare and education. With a strong focus on middle- and low-income populations, the platform uses an AI-based credit scoring model that incorporates alternative data such as mobile usage to evaluate creditworthiness. This approach allows ADVA to reach first-time borrowers often excluded from traditional financial systems, unlocking financial access at scale.

Strategic Vision Backed by $1 Billion Commitment

The acquisition of ADVA is part of Maseera’s broader growth strategy following its own acquisition by 2PointZero. The investment platform, which was launched in 2023 by IHC, has committed $1 billion in long-term capital to build a global financial services ecosystem that prioritizes accessibility and sustainability. This capital backing enables Maseera to deploy AI and data-driven solutions in regions with significant gaps in financial inclusion, particularly targeting emerging markets.

A Shared Mission to Humanize Financial Services

According to Amro Abouesh, CEO of Maseera, the alignment between both companies’ visions was a key driver of the acquisition. Abouesh emphasized that both organizations are committed to delivering financial services that are not only accessible and affordable but also human-centered. By merging ADVA’s localized market expertise with Maseera’s technological capabilities, the partnership aims to create meaningful financial products for Egypt’s underserved communities.

Positioning ADVA as a Digital Finance Pioneer

As part of its next development phase, ADVA has applied for Egypt’s first digital consumer finance license, which would mark a regulatory breakthrough in the country. If approved, this license will allow the company to implement fully digital onboarding processes through electronic Know Your Customer (e-KYC) protocols and e-signatures. This regulatory advancement could significantly reduce entry barriers for more than 50 million underbanked Egyptians and further align with Egypt’s digital transformation goals.

Driving Regional Impact and Sustainable Growth

The acquisition reinforces Maseera’s role as a regional fintech leader while deepening its presence in one of North Africa’s most promising digital finance markets. ADVA will now concentrate solely on developing consumer finance solutions for Egypt, building financial tools designed to address essential life needs and improve access to credit for historically overlooked populations. This localized focus is expected to enhance Maseera’s ability to deliver scalable and impactful services across the region.

By integrating ADVA’s market knowledge with its own AI-driven financial services platform, Maseera is positioned to lead a new era of digital financial inclusion across North Africa. The acquisition not only supports Egypt’s national agenda for financial inclusion but also reflects the broader mission of 2PointZero and IHC to build future-proof, socially impactful investment ecosystems. As both companies move forward, the partnership is set to redefine how underserved communities access financial services—making them faster, smarter, and more inclusive than ever before.