In a significant regional fintech move, Abu Dhabi-based financial services firm Maseera has announced its acquisition of Egyptian fintech startup ADVA, marking a strategic step to bolster its presence in North Africa’s rapidly expanding digital finance sector.
Founded in 2020, ADVA provides a platform that allows users to access flexible installment payment plans across a broad spectrum of services, including education, healthcare, insurance, and travel. The startup quickly gained momentum in Egypt’s growing fintech landscape by meeting the rising demand for alternative consumer financing options.
Maseera, recognised for its investments in digital banking and financial technology across the Gulf region, stated that the acquisition would enable it to broaden its consumer finance portfolio and tap into Egypt’s large, youthful demographic.
“Egypt is a critical market for our growth strategy,” said Khalid Al Mansoori, CEO of Maseera. “ADVA has developed an impressive platform that aligns with the needs of today’s consumers. Together, we aim to accelerate access to flexible financial solutions across the MENA region.”
Although financial terms of the deal were not disclosed, sources close to the matter indicated that the transaction involved a mix of cash and stock, with ADVA’s core leadership expected to remain in place and guide the company’s next growth phase under the Maseera banner.
Rania Gaafar, founder and CEO of ADVA, called the acquisition a major milestone. “Joining forces with Maseera will provide us with the resources and regional network to expand our impact. Our vision has always been to make financial services more accessible and inclusive, and this partnership significantly strengthens that mission,” she said.
The deal underscores a broader pattern of consolidation and cross-border transactions within the Middle East and North Africa’s fintech ecosystem, as larger firms strive to build regional powerhouses capable of serving diverse and rapidly growing markets.
Maseera plans to invest further in ADVA’s technology, grow its merchant network, and introduce new products tailored to Egypt and other MENA markets.
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