Valu

Valu is a universal financial technology company headquartered in Egypt, originating as a subsidiary of EFG Holding. Founded in 2017 by Walid Hassouna, the company has established itself as a significant player in the Middle East and North Africa (MENA) region's fintech landscape. Hassouna, who also serves as CEO, brought a wealth of experience from a 17-year banking career, where he specialized in structured finance and investment banking at institutions like Bank Audi and Banque Misr, to steer Valu's growth. His vision was to simplify access to credit by reducing friction and documentation, guaranteeing a quick decision process for loan applications.

The company's core business revolves around its Buy-Now, Pay-Later (BNPL) service, which it pioneered in the MENA region. This service allows customers to purchase goods and services and pay for them over customizable installment plans that can extend up to 60 months, often without a down payment. Valu serves a broad consumer base, with a particular focus on improving financial inclusion for Egypt's middle class by making credit more accessible for a wide array of purchases including electronics, healthcare, education, and travel. It operates through a vast network of over 6,000 retail points of sale and more than 1,500 websites and apps. Revenue is generated through interest rates, fees from consumers, and rebates from merchant partners. The business model has proven profitable, with the company reporting a net profit of EGP 423 million in fiscal year 2024, a 78% increase year-over-year.

Valu has expanded its product offerings significantly beyond BNPL. Its ecosystem now includes investment products like the AZ Valu fund, an instant cash redemption program called 'Sha2labaz', savings solutions, and 'Ulter', a financing option for high-value items up to EGP 15 million. The company has also introduced a prepaid card and a co-branded credit card in partnership with Visa, allowing users to transact even outside the direct Valu merchant network. A significant milestone was achieved in June 2025, when Valu was listed on the Egyptian Exchange (EGX) through an in-kind dividend distribution from EFG Holding, a move that also saw Amazon acquire a 3.95% stake. This listing made Valu the first consumer finance company to trade on the EGX, underscoring its market leadership, which includes a 25% share of Egypt's consumer finance sector as of 2024.

Keywords: Buy Now Pay Later, BNPL, consumer finance, fintech, financial services, Egypt, MENA, installment payments, digital payments, financial inclusion, EFG Holding, Walid Hassouna, e-commerce financing, retail financing, POS lending, mobile payments, credit solutions, investment products, prepaid cards, Egyptian Exchange, Amazon investment