Maseera Holding for Financial Investments, a portfolio company of International Holding Company’s (IHC) subsidiary 2PointZero, announced on April 3, 2025, that it had acquired ADVA, a leading Egyptian consumer finance platform.
This acquisition strengthens ADVA’s role as Maseera’s technology and data analytics hub for North Africa, enhancing its regional expansion strategy.
Enhancing financial inclusion with AI technology
The acquisition aligns with Egypt’s national digital transformation and financial inclusion agenda, aiming to empower underserved communities through AI-driven financial solutions.
Amro Abouesh, CEO of Maseera, emphasized, “Together, we will harness the power of data and AI to deliver transformative financial solutions tailored to Egypt’s middle- and low-income segments.” Integrating Maseera’s AI technologies will enhance the customer experience in digital finance, providing faster, more inclusive, and personalized lending solutions for underserved populations in Egypt.
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ADVA, founded in 2020, is a leader in Egypt’s fintech sector, offering personalized financing for essential services like healthcare and education. They use an AI-driven credit scoring model that incorporates alternative data, such as mobile usage, to assist first-time borrowers and enhance financial access.
After the acquisition, ADVA will concentrate on Egypt’s consumer finance market, creating tailored financial products for essential needs and improving credit access for underserved groups.
Regulatory breakthroughs and market expansion
As part of its next growth phase, ADVA has applied for Egypt’s first digital consumer finance license. This regulatory breakthrough will facilitate seamless onboarding through electronic Know Your Customer (e-KYC) procedures and legally binding e-signatures.
This innovation could dramatically reduce barriers to access for over 50 million underbanked Egyptians, aligning with the country’s financial inclusion and digital transformation agenda.
The acquisition aligns with Maseera’s strategy, backed by 2PointZero’s $1 billion commitment to enhance financial inclusion in underserved markets globally.