• Maseera acquires ADVA, establishing it as a technology and data analytics hub for North Africa, driving regional expansion.
• ADVA offers AI-driven financing for essential services, utilizing alternative data for credit scoring and first-time borrower access.
• Integration of Maseera’s AI aims to transform digital finance, providing personalized, inclusive lending solutions for underserved populations in Egypt.

ADVA

What happened? Maseera Holding for Financial Investments (Maseera) announced its acquisition of ADVA. This establishes ADVA as Maseera’s dedicated technology and data analytics hub for North Africa. It also marks a step in Maseera’s regional expansion goals.

This move is part of Maseera’s broader growth strategy following its acquisition by 2PointZero. As announced earlier this year, 2PointZero has committed USD 1 billion in long-term capital to support Maseera’s mission of building a transcontinental platform focused on financial inclusion, initially targeting key underserved markets across the globe.

“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,” said Amro Abouesh, CEO of Maseera.” 

Digital Finance

Who are they? ADVA is a consumer finance platform offering tailored financing for essential services such as healthcare and education. It has an AI-driven credit scoring model that utilizes alternative data including mobile usage insights. This is to underwrite first-time borrowers and unlock access across the globe. 

Maseera is an AI-driven global financial services provider dedicated to serving low and middle-income groups with solutions. It operates as a subsidiary of 2PointZero and is backed by USD 1 billion in investment capital.

What’s next? By integrating Maseera’s advanced AI technologies, the combined platform aims to transform the customer experience in digital finance. This aims to create faster, more inclusive, and highly personalized lending solutions for underserved populations across Egypt.After the acquisition,  ADVA will focus on Egypt’s consumer finance market, developing tailored financial products for essential needs. In addition, it will focus on enhancing credit access for historically underserved groups.