In a major regional fintech development, Abu Dhabi-based financial services firm Maseera has announced the acquisition of Egyptian fintech startup ADVA, marking a strategic move to strengthen its footprint in North Africa’s fast-growing digital finance sector.
Founded in 2020, ADVA offers a platform that enables users to access flexible installment payment options across a wide range of services, from education and healthcare to insurance and travel. The startup quickly gained traction in Egypt’s burgeoning fintech market by targeting the rising demand for alternative consumer financing solutions.
Maseera, known for its investments in digital banking and financial technology across the Gulf region, said the acquisition will help it expand its consumer finance offerings and tap into Egypt’s large, youthful population.
“Egypt is a critical market for our growth strategy,” said Khalid Al Mansoori, CEO of Maseera. “ADVA has built an impressive platform that resonates with the needs of the modern consumer. Together, we aim to accelerate access to flexible financial solutions across the MENA region.”
Financial details of the transaction were not disclosed. However, sources familiar with the matter said the deal includes a combination of cash and stock components, with ADVA’s core team expected to stay on and lead the company’s next phase of growth under the Maseera brand.
Rania Gaafar, founder and CEO of ADVA, described the acquisition as a significant milestone. “Joining forces with Maseera will give us the resources and regional network to amplify our impact. Our vision has always been to make financial services more accessible and inclusive, and this partnership supercharges that mission,” she said.
The deal reflects a broader trend of consolidation and cross-border activity within the Middle East and North Africa’s fintech ecosystem, as larger players seek to build regional powerhouses capable of serving diverse and rapidly growing markets.
Maseera plans to invest further in ADVA’s technology, expand its merchant network, and introduce new products tailored to both Egypt and other MENA markets.
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