ADVA: Maseera Takes Control in Strategic North Africa Move
Deal News | Apr 03, 2025 | Zawya
Maseera Holding for Financial Investments, a company under 2PointZero, a subsidiary of International Holding Company, has successfully acquired ADVA, a prominent Egyptian consumer finance platform. This acquisition aims to establish ADVA as Maseera’s technology and data analytics hub for North Africa. ADVA, founded in 2020, is known for its innovative approach in Egypt's fintech sector, providing tailored financial solutions to underserved segments using its proprietary AI-driven credit scoring model. This model analyzes alternative data like mobile usage to bring financial services to low- and middle-income individuals often neglected by traditional finance systems. The acquisition is part of Maseera’s strategy to expand its reach in underserved global markets by leveraging a $1 billion investment from 2PointZero. ADVA will focus on digital consumer finance market, applying for Egypt's first digital consumer finance license, further aligning with the country's financial inclusion and digital transformation goals. Maseera aims to synergize its AI technology with ADVA’s operations to deliver inclusive and personalized financial solutions across Egypt, ultimately supporting over 50 million underbanked Egyptians.
Sectors
- Financial Services
- Fintech
Geography
- Egypt – ADVA, the target company, is based in Egypt and plays a significant role in the Egyptian consumer finance market.
- North Africa – Maseera’s acquisition of ADVA is part of a broader strategy to expand operations and financial inclusion across North Africa.
- United Arab Emirates – Maseera is a portfolio company under 2PointZero, which is based in Abu Dhabi, UAE.
Industry
- Financial Services – The article primarily discusses companies involved in providing financial services and solutions, particularly focusing on consumer finance and financial technology.
- Fintech – ADVA, the target company, is heavily involved in financial technology with its AI-driven credit scoring systems, tailored for underserved market segments.
Financials
- USD 1 billion – The investment capital committed by 2PointZero to support Maseera’s mission of global financial inclusion.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Maseera Holding for Financial Investments | Acquiring Company | Company | A portfolio company of 2PointZero, focusing on AI-driven global financial services for low and middle-income groups. |
| ADVA | Target Company | Company | An Egyptian consumer finance platform using AI-driven credit scoring to serve underserved market segments. |
| 2PointZero | Parent/Investment Entity | Company | A subsidiary of International Holding Company, investing in emerging technologies and future-sustaining businesses. |
| International Holding Company (IHC) | Parent Company | Company | A global investment company, which is the parent company of 2PointZero. |
| Amro Abouesh | CEO of Maseera | Person | CEO of Maseera and microfinance pioneer. |