Imagine a financial world where a tap on your phone unlocks flexible payment plans, empowering millions to access services they once couldn’t afford.
In Egypt, this isn’t a dream; it’s Valu. On June 23, 2025, Valu, the fintech arm of EFG Holding, made its way onto the Egyptian Exchange (EGX), marking a major shift in the region’s financial landscape.
With Amazon snapping up a 3.95% stake and Valu commanding a 25% share of Egypt’s consumer finance market, the question grows: Is this Egypt’s fintech moment?
A Game-Changing Listing
Valu’s debut on the EGX wasn’t your typical IPO. EFG Holding, a titan in Middle East and North Africa (MENA) finance, opted for an innovative in-kind dividend distribution, allocating 20.488% of Valu’s share capital to its shareholders.
For every 3.3273 EFG Holding shares held, investors received one Valu share, funded by EGP 335.3 million from EFG’s retained earnings.
This move, finalised on June 12, 2025, democratised access to Valu’s growth, letting shareholders ride the wave of one of Egypt’s most dynamic fintech platforms.
EFG Finance, a subsidiary, retains a commanding 67% stake, ensuring strategic control while opening the door to new investors.
READ ALSO:How EFG Holding Shareholders Stand to Benefit From Valu’s IPO
Amazon’s Bold Bet
Enter Amazon, the global tech titan. On Valu’s EGX debut, Amazon converted its 2022 investment in EFG Holding’s global depository receipts (GDRs) into a 3.95% direct stake in Valu at EGP 6.041 per share.
This wasn’t a spur-of-the-moment decision. Back in May 2022, Amazon invested $10 million in EFG’s GDRs with an option to swap for Valu shares upon a “qualified liquidity event, a condition met with Valu’s listing.
This strategic move signals Amazon’s confidence in Egypt’s rapidly growing fintech sector and Valu’s potential to redefine consumer finance in the region.
Valu: The Fintech Powerhouse
Valu, launched in 2017, isn’t just another fintech player; it’s a trailblazer. Known for pioneering Buy-Now, Pay-Later (BNPL) services in MENA, Valu offers flexible financing plans of up to 60 months across 8,500+ merchant locations, covering everything from electronics to education and solar energy.
By Q1 2025, Valu had processed over 9.2 million transactions, averaging 16,000 daily, making it Egypt’s largest non-card payment network.
Its 25% market share in consumer finance, along with a remarkable 146% compound annual growth rate (CAGR) in gross revenue from 2019 to 2024, showcases its dominance. In 2024 alone, Valu’s issuance growth hit 66.5%, outpacing the market’s 31.2%.
A recent fintech licence from Egypt’s Financial Regulatory Authority (FRA) has turbocharged Valu’s capabilities.
With seamless eKYC (electronic Know Your Customer), digital contracts, and secure record-keeping, Valu now delivers a fully digital experience, enhancing financial inclusion for millions.
Why This Matters for Egypt
The EGX debut not only boosts liquidity but also attracts retail and institutional investors to a high-growth, customer-centric company.
With a valuation of EGP 15.586 billion, as assessed by Keys Financial Consulting, Valu is a model for Egypt’s ambition to lead MENA’s fintech wave.
Amazon’s involvement adds global credibility, signalling to international investors that Egypt’s market is ripe for innovation.
The partnership, rooted in a shared focus on data-driven solutions and financial empowerment, could pave the way for further collaborations, potentially integrating Valu’s BNPL services deeper into Amazon’s Egyptian operations.
READ ALSO:Valu Expands Payment Options for ShipBlu Deliveries
Is This Egypt’s Fintech Moment?
Valu’s EGX listing, Amazon’s stake, and EFG Holding’s strategic vision signal a defining moment. Egypt’s fintech sector is no longer an emerging market secret,it’s a global contender.
With Valu processing millions of transactions and empowering financial inclusion, it’s clear the country is establishing out a leadership role in MENA’s financial future.
But the real question is: Can Valu and Egypt sustain this momentum? If its track record:66.5% growth, 25% market share, and a loyal customer base averaging 12-22 transactions annually,is any indication, the answer is a resounding yes.
This isn’t just Valu’s moment; it’s Egypt’s. As more fintechs follow suit, the nation could become a hub for financial innovation, blending local expertise with global investment. For now, Valu’s star is rising, and the world is watching.
Ronnie Paul is a seasoned writer and analyst with a prolific portfolio of over 1,000 published articles, specialising in fintech, cryptocurrency, and digital finance at Africa Digest News.
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