The partnership powered by Amanleek represents a significant step in pioneering regulatory compliance within Egypt’s non-banking financial services sector. It directly aligns with the Financial Regulatory Authority’s (FRA) Board Decision No. 28 of 2026, which mandates that consumer finance companies secure insurance coverage against death and permanent disability for their borrowing clients.
By embedding this protection, Valu ensures that, in the event of a tragic life event, AXA will step in to fully clear outstanding loan balances, so customers’ families are not burdened by debt.
Walid Hassouna, CEO of Valu, commented: “This strategic collaboration with AXA Egypt is a landmark achievement that cements Valu’s position as a pioneer in the non-banking financial services sector. By proactively securing our portfolio, we are not only ensuring gold-standard compliance with the FRA’s newest mandates but also setting a definitive industry benchmark for institutional stability and risk management. This partnership reduces risks in our credit operations at scale, safeguarding our large customer base and boosting our portfolio’s chances for future securitizations. As the market leader, we are committed to promoting financial inclusion through strong, integrated solutions that serve as a crucial social safety net, protecting our customers’ families while strengthening the resilience of Egypt’s financial ecosystem.”
This collaboration establishes a new industry benchmark for how the consumer finance and insurance sectors can seamlessly integrate under the new regulatory framework while driving financial inclusion across Egypt.
Minoush Abdelmeguid, CEO of AXA in Egypt, said:“We are delighted to partner with Valu on one of the first market-leading models supporting the implementation of the Financial Regulatory Authority’s Credit Life insurance framework. This partnership marks an important milestone in expanding our embedded insurance strategy into the consumer finance sector, integrating protection seamlessly into the customer journey while setting a benchmark for how insurers and financial institutions can deliver customer-centric, compliant solutions at scale.”
She added: “By embedding Credit Life insurance into the financing journey, we are helping safeguard customers and their families while contributing to a more resilient and inclusive financial ecosystem in Egypt.”
Mohab Aboueita, CEO of Amanleek, commented: “Working with Valu to ensure that this coverage is provided through the right partner has been crucial. By selecting a company like AXA, which has global expertise, as the insurer behind the credit-life insurance policy, Valu demonstrates that it is not just complying with FRA regulations but is also committed to adding value for its customers and building deeper trust with them.”
The collaboration highlights a shared mission for Valu to deliver FRA-compliant insurance solutions that add a layer of protection for borrowers and the entire financial system.
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About Valu:
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) is the leading universal financial technology powerhouse offering customers and businesses convenient and comprehensive financial solutions. It is the first fintech company providing consumer finance to become a listed company on the Egyptian Exchange (EGX), and this, alongside Amazon having a direct stake in the firm, represents Valu’s growth journey and dynamic business model.
Under its product universe, Valu pioneered Buy-Now, Pay-Later (BNPL) solutions in the MENA region through U, providing customizable financing plans for up to 60 months across more than 9,000 stores and online platforms – covering a diverse array of categories, including home appliances, electronics, home finishing, furniture, residential solar solutions, healthcare, education, travel, and fashion, among others. Valu also offers investment products, an instant cash redemption program, and a high-end financing program to facilitate the purchase of big-ticket items up to EGP 60 million in the luxury space and its marketplace through Valu Invest with the AZ Valu fund and EFG Hermes ONE, Sha2labaz, Ulter, and Shop’IT, respectively.
In addition, Valu offers business-to-business solutions through Valu Business. Valu introduced its prepaid card and co-branded credit card in collaboration with Visa, further expanding its range of payment options to provide customers with the most versatile, convenient, and comprehensive payment solutions, making Valu the ultimate choice for all clients’ payment needs. As an award-winning fintech player in the MENA region, Valu embraces a progressive business approach with an agile team committed to architecting innovative financial solutions to meet customers’ evolving needs.
Most recently, Valu launched its services in Jordan in May 2026 under a Specialized Finance license, after receiving final approval from the Central Bank of Jordan (CBJ), offering consumers convenient financing solutions.
