Maseera acquires Egypt’s ADVA to power North Africa fintech expansion

💳 ADVA, Egypt’s first online service installment platform, has been acquired by Abu Dhabi-based Maseera Holding, a subsidiary of IHC’s 2PointZero Group, to serve as its technology and data analytics hub for North Africa.

Founded in 2020 by former Careem Egypt GM Rania Gaafar, ADVA allows consumers to access short-term credit for essential services like healthcare and education through a buy now, pay later model.

The startup previously raised a six-figure seed round from Sawari Ventures, with plans to expand its financial services offering.

As part of its next phase, ADVA has applied for Egypt’s first digital consumer finance license, enabling fully electronic onboarding.

Maseera CEO Amro Abouesh said the acquisition aligns with a $1 billion commitment from 2PointZero to build inclusive fintech infrastructure in underserved markets.