Amazon has officially acquired a 3.95 percent stake in Valu, the consumer finance arm of EFG Holding, coinciding with Valu’s debut on the Egyptian Exchange (EGX) on Monday. This move marks Amazon’s direct investment in one of Egypt’s fastest-growing fintech companies, reflecting confidence in Valu’s innovative financial services and growth potential.
Amazon’s strategic stake in Valu’s public market debut
Amazon’s acquisition follows a 2022 agreement in which it invested $10 million in EFG Holding’s global depository receipts (GDRs), securing an option to convert this into a direct stake in Valu upon a qualified liquidity event. Valu’s listing on the EGX on May 21, 2025, triggered this option, enabling Amazon to purchase shares at EGP 6.041 each through the EGX’s block trade mechanism during the first trading session on Monday.
Karim Awad, Group CEO of EFG Holding, described Amazon’s decision as a “strategic endorsement” of EFG’s ability to scale innovative ventures. He said, “This milestone underscores our unwavering commitment to our shareholders, as we continue to create and manage businesses that deliver exceptional value and long-term rewards.” Valu’s CEO, Walid Hassouna, added, “We remain unwavering in our commitment to redefining the customer experience through cutting-edge financial solutions that empower individuals and businesses alike.”
Valu’s market Impact and growth trajectory
Valu, founded in 2017, offers buy now, pay later (BNPL) services across Egypt and Saudi Arabia. It has rapidly expanded, achieving a 66.5 percent issuance growth in 2024 compared to the market’s 31.2%, and capturing a 25 percent share of Egypt’s consumer finance sector. By early 2025, Valu processed over 9.2 million transactions, averaging 16,000 daily, making it the most extensive network after major card providers. Its users average 12 transactions annually, rising to 22 with card usage, showing strong customer loyalty.
The company recently secured a fintech license from Egypt’s Financial Regulatory Authority, enabling a complete digital experience that includes eKYC, digital contracts, and secure record-keeping. This positions Valu at the forefront of Egypt’s financial innovation, enhancing financial inclusion and digital transformation.
EFG Hermes acted as the sole financial advisor for both EFG Holding and Valu during this transaction, facilitating the process from securing Amazon’s strategic investment to preparing Valu’s EGX listing.
Amazon’s entry as a direct shareholder in Valu highlights the growing interest of global tech giants in Egypt’s fintech market and signals strong confidence in Valu’s business model and regional growth potential.