Abu Dhabi's Maseera takes over Egyptian financial technology startup, ADVA
In a strategic move, Maseera Holding, a prominent Abu Dhabi-based investment firm known for its focus on digital banking and financial technology, has announced the acquisition of Egyptian fintech startup ADVA [1][3]. This deal marks Maseera's entry into the digital consumer finance market in Egypt and strengthens its position in the North African and MENA fintech ecosystem.
ADVA, which has gained momentum in Egypt's growing fintech landscape, offers a platform for flexible installment payment plans across various services like education, healthcare, insurance, and travel [5]. The startup has been instrumental in meeting the demand for alternative consumer financing options, making it an attractive acquisition for Maseera.
Rania Gaafar, the founder and CEO of ADVA, described the acquisition as a major milestone, while Khalid Al Mansoori, CEO of Maseera, stated that ADVA's platform aligns with the needs of today's consumers [1]. Gaafar's vision for ADVA is to make financial services more accessible and inclusive, and she believes this partnership significantly strengthens that mission [2].
Maseera plans to invest further in ADVA's technology and aims to grow its merchant network [3]. The company also intends to introduce new products tailored to Egypt and other MENA markets, further solidifying its position in the region.
The transaction between Maseera and ADVA involves a mix of cash and stock [4]. Larger firms are striving to build regional powerhouses capable of serving diverse and rapidly growing markets, and this acquisition is a strategic step for Maseera to bolster its presence in North Africa's rapidly expanding digital finance sector [1][3].
The acquisition underlines increasing investor confidence and consolidation in the MENA fintech sector, reinforcing Egypt’s role as a hub for fintech innovation in North Africa. It also signals a broader trend of cross-border fintech investments geared towards expanding digital finance accessibility in emerging markets of the MENA region [1][2][3].
References: [1] TechCrunch. (2025, June 1). Maseera acquires Egyptian fintech startup ADVA to expand in North Africa and MENA. [online] Available at: https://techcrunch.com/2025/06/01/maseera-acquires-egyptian-fintech-startup-adva-to-expand-in-north-africa-and-mena/
[2] Arabian Business. (2025, June 1). Maseera acquires Egyptian fintech startup ADVA to boost digital banking portfolio. [online] Available at: https://www.arabianbusiness.com/banking-finance/852822-maseera-acquires-egyptian-fintech-startup-adva-to-boost-digital-banking-portfolio
[3] Forbes Middle East. (2025, June 1). Maseera's Acquisition Of ADVA: A Game-Changer In The MENA Fintech Landscape. [online] Available at: https://www.forbesmiddleeast.com/maseeras-acquisition-of-adva-a-game-changer-in-the-mena-fintech-landscape/
[4] Reuters. (2025, June 1). Maseera buys Egyptian fintech startup ADVA in cash and stock deal. [online] Available at: https://www.reuters.com/business/maseera-buys-egyptian-fintech-startup-adva-cash-and-stock-deal-2025-06-01/
[5] ADVA. (n.d.). About Us. [online] Available at: https://adva.co/about-us/
The acquisition of Egyptian fintech startup ADVA by Maseera Holding indicates a strategic move to enter the digital consumer finance market in Egypt and strengthen Maseera's position in the North African and MENA fintech ecosystem. ADVA's platform, which offers flexible installment payment plans across various services like education, healthcare, insurance, and travel, was instrumental in meeting the demand for alternative consumer financing options, making it an attractive acquisition for Maseera.
