Massera Holding for Financial Investments, a subsidiary of 2 Point Zero and part of a global Emirati holding group, has acquired ADVA, the Egyptian fintech platform focused on consumer financing.
This strategic acquisition aims to establish ADVA as a specialized technology and data analytics hub under the Massera umbrella in North Africa, marking a pivotal step in the company’s regional expansion strategy.
Following the acquisition, ADVA will concentrate on Egypt’s consumer finance market by developing tailored financial products that address basic needs and enhance credit access for historically underserved segments.
Amro Abouesh, CEO of Massera Holding, stated, “We share the same vision and values with ADVA—we prioritize human-centric financial services at affordable costs, and together, we will harness data and AI to deliver innovative financial solutions for Egypt’s middle and low-income communities.”
Leveraging Massira’s advanced AI technologies, the integrated platform is set to enhance the digital financing customer experience by offering fast, comprehensive lending solutions across Egypt.
In a pioneering regulatory move, ADVA has applied for Egypt’s first digital consumer financing license, which will enable comprehensive electronic onboarding, client analysis, and legally binding digital signatures, thereby removing barriers that currently prevent over 50 million Egyptians from accessing banking services in line with national goals for financial inclusion and digital transformation.
