BNPL platform Valu announces strategic rebranding

Valu, the financial technology company, has announced a strategic rebranding, marking a pivotal shift in its brand architecture.

“The rebranding is a milestone in the company’s journey of growth and transformation as it represents its commitment to better serving its clients and expanding its reach in the dynamic world of financial technology,” the company said in a statement.

New brand identity

Under the new brand identity, the platform has refreshed its logo, application and overall visual identity to represent the company in a more modern and dynamic way.

The new brand identity embodies the company’s core values of responsibility, innovation, prioritising people, and agility, while the revamped application offers an expanded range of services and solutions.

The application’s new design highlights the platform’s enhanced capabilities and investments in technologies through its ongoing commitment to innovation and to providing clients with access to financial solutions through a universal platform.

Walid Hassouna, CEO of Valu, commented: “One of the key drivers behind our strategic rebranding is our unwavering focus on client centricity. We developed our offerings to provide clients with everything they need through one platform.

“Our expanded suite of fully digitalised products and services will empower individuals and businesses and foster financial inclusion. Valu today is no longer a consumer finance company; we now offer an instant cash redemption programme, savings solutions, investment products, B2B services platform, and more. As such, it was about time for Valu to undergo a brand restructuring to reflect the breadth and depth of its brand portfolio as well as its current position as a universal financial technology powerhouse.

“The rebranding further encompasses an intensified effort to foster strategic partnerships and collaborations with industry leaders, global brands, and market innovators to accelerate the development and deployment of ground-breaking solutions that will shape the future of the fintech industry.”

The newly optimised structure of the brands under Valu will be as follows:

U – BNPL platform offering financial programme up to 60 months with the following:

• Sha2labaz: An instant cash-redemption programme
• Ma3ak: A programme targeting university students between 18 – 23 years of age
• Family: A programme qualifying clients’ first-degree relatives over 16 years of age to acquire a borrowing limit
• Ulter: A special programme that enables customers to make high-value purchases of up to EGP15m
• Business – A B2B services platform offering a corporate HR employee management system, benefits, payroll cards, and other financial services (formerly Paynas, which was acquired by Valu in 2022).
• Akeed – Virtual lease to own product (VLTO), a save-to-buy platform embedded within Valu that allows clients to save and gain returns.
• Flip – Allows customers to send and receive funds.
• Invest – An investment platform that will allow customers to make strategic investments in various funds, including the current AZ Valu Fund, a money-market fund launched in partnership with Azimut providing people with a flexible and convenient investment solution and EFG Hermes ONE, an online securities trading platform that provides users with one-click access to global markets anytime, anywhere.

Also read: Fintech platform valU, Azimut partner to launch AZ valU Fund