Maseera Holding for Financial Investments (Maseera), a subsidiary of 2PointZero, has successfully acquired the Egyptian consumer finance platform ADVA. This acquisition aligns with 2PointZero’s earlier commitment of $1 billion in long-term capital aimed at scaling Maseera’s financial services platform globally, particularly focusing on enhancing access to credit in underserved markets.

Founded in 2020, ADVA has established itself within Egypt’s fintech sector by providing customized financing solutions for essential services like healthcare and education. The platform utilizes a proprietary AI-driven credit scoring model that incorporates alternative data, including mobile usage insights. This innovative approach has enabled ADVA to underwrite first-time borrowers, significantly improving financial access for middle- and low-income individuals who are often overlooked by traditional lenders.

Maseera’s CEO, Amro Abouesh, highlighted the strategic alignment between the two companies, stating, “In ADVA, we found a company that shares our vision and values, particularly the belief that financial services must be accessible, affordable, and human-centered. Together, we will harness the power of data and AI to deliver transformative financial solutions tailored to Egypt’s middle and low-income segments.”

The integration of Maseera’s AI technologies is expected to redefine digital financial services in Egypt, delivering faster, more inclusive, and personalized lending solutions. ADVA is also seeking Egypt’s first digital consumer finance license, which, if granted, would facilitate seamless end-to-end onboarding through electronic know your customer (e-KYC) procedures and legally binding e-signatures. This regulatory breakthrough could significantly reduce barriers to credit access for over 50 million underbanked Egyptians.

With ADVA now concentrating solely on Egypt’s consumer finance sector, this acquisition not only strengthens Maseera’s regional presence but also enhances its mission to provide more inclusive financial services. The move is part of 2PointZero’s broader strategy to develop scalable, impact-driven financial platforms that empower communities and stimulate economic growth in emerging markets. Maseera positions itself at the intersection of AI, data analytics, and financial inclusion, poised to play a key role in shaping the future of digital lending in North Africa and supporting sustainable economic participation.