Maseera's Acquisition of ADVA Signals Major Shift in North African Fintech Landscape

Maseera Holding for Financial Investments, a subsidiary of 2PointZero under the International Holding Company , has acquired Egyptian consumer finance platform ADVA, positioning it as Maseera's primary technology and data analytics hub in North Africa. This move marks a significant milestone in Maseera's regional expansion strategy.

Established in 2020, ADVA has rapidly become a key player in Egypt's fintech sector by offering financing solutions for essential services such as healthcare and education. The platform utilizes a proprietary AI-driven credit scoring model that incorporates alternative data, including mobile usage patterns, enabling the underwriting of first-time borrowers and extending financial access to underserved middle- and low-income populations.

Amro Abouesh, CEO of Maseera, emphasized the strategic alignment between the two companies, stating that ADVA shares Maseera's vision of making financial services accessible, affordable, and human-centered. He highlighted plans to harness data and AI to deliver transformative financial solutions tailored to Egypt's unbanked and underbanked communities.

This acquisition follows 2PointZero's earlier commitment of $1 billion in long-term capital to accelerate Maseera's mission of fostering financial inclusion across underserved markets globally. By integrating Maseera's advanced AI capabilities, the partnership aims to redefine Egypt's digital lending experience, offering faster, more personalized, and inclusive financing options.