Maseera Holding for Financial Investments, a portfolio company of 2PointZero and a subsidiary of International Holding Company (IHC), has completed the acquisition of Egypt’s ADVA. This strategic move marks a pivotal expansion for Maseera, positioning ADVA as its dedicated technology and data analytics hub for North Africa.
The acquisition supports Maseera’s broader growth plan, which gained momentum following its own acquisition by 2PointZero. Earlier this year, 2PointZero committed US$ 1 billion in long-term capital to help Maseera build a transcontinental platform focused on financial inclusion—beginning with underserved markets worldwide.
Maseera: Unlocking Access Through AI-Driven Financial Solutions
Amro Abouesh, CEO of Maseera, highlighted the strong alignment between both companies. “In ADVA, we found a company that shares our vision and values, especially the belief that financial services must be accessible, affordable, and human-centered,” he said.
With this partnership, Maseera plans to integrate advanced AI technologies into the platform, transforming the digital finance experience for Egypt’s underserved middle- and low-income groups. This collaboration will enable faster, more inclusive, and highly personalized lending services, tailored to local needs.
Pioneering Egypt’s First Digital Consumer Finance License
As part of its growth strategy, ADVA has applied for Egypt’s first-ever digital consumer finance license. If approved, it will allow customers to complete onboarding through electronic Know Your Customer (e-KYC) methods and sign contracts using legally binding e-signatures. This digital-first approach could significantly lower access barriers for over 50 million underbanked Egyptians.
ADVA will now focus exclusively on Egypt’s consumer finance market, developing tailored financial products that address essential life needs. The company also aims to improve credit access for historically underserved groups, in alignment with Egypt’s national goals for digital transformation and financial inclusion.
Building a Scalable, Impact-Driven Platform
The transaction strengthens both Maseera’s and 2PointZero’s commitment to building sustainable and impact-driven financial ecosystems. By combining innovation, technology, and a clear social mission, the companies aim to empower communities and unlock scalable value across emerging markets.
