2PointZero’s Maseera acquires Egyptian fintech platform ADVA
By leveraging a proprietary AI-driven credit scoring model that incorporates alternative data, ADVA has successfully underwritten first-time borrowers
Maseera Holding for Financial Investments (Maseera), a subsidiary of 2PointZero, has acquired Egyptian consumer finance platform ADVA.
The acquisition follows 2PointZero’s earlier commitment of $1bn in long-term capital to scale Maseera’s financial services platform globally, with a focus on unlocking access to credit in key underserved markets.
Founded in 2020, ADVA has carved a niche in Egypt’s fintech landscape by offering tailored financing solutions for essential services, including healthcare and education.
ADVA: Expanding access to finance through AI
By leveraging a proprietary AI-driven credit scoring model that incorporates alternative data — such as mobile usage insights — the platform has successfully underwritten first-time borrowers, extending financial access to middle- and low-income segments often overlooked by traditional lenders.
Maseera CEO Amro Abouesh emphasised 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.”
By integrating Maseera’s AI technologies, the combined entity aims to redefine digital financial services in Egypt, providing faster, more inclusive, and highly personalised lending solutions.
Regulatory breakthrough and market impact
As part of its growth trajectory, ADVA has applied for Egypt’s first digital consumer finance license, which, if approved, would enable seamless end-to-end onboarding using electronic know your customer (e-KYC) procedures and legally binding e-signatures.
This step is expected to significantly lower barriers to credit access for over 50 million underbanked Egyptians, aligning with the country’s digital transformation and financial inclusion agenda.
With ADVA now focused exclusively on Egypt’s consumer finance sector, the acquisition strengthens Maseera’s regional footprint while advancing its mission of making financial services more inclusive.
The move also reinforces 2PointZero’s broader strategy of building scalable, impact-driven financial platforms that empower communities and drive economic growth across emerging markets.
By positioning itself at the intersection of AI, data analytics, and financial inclusion, Maseera is set to play a pivotal role in shaping the future of digital lending in North Africa, paving the way for broader economic participation and sustainable growth.
