Cairo-based fintech Valu has received initial regulatory approval from Jordan’s central bank to launch its Buy Now, Pay Later (BNPL) service in the country, marking the company’s first expansion beyond its home market and a signal of its broader regional ambitions.
The entry into Jordan comes on the heels of Valu’s recent listing on the Egyptian Exchange and a strategic investment from Amazon, developments that have boosted its access to capital and regional visibility. The company is positioning itself to become a key player in digital consumer finance across the Middle East.
While the company didn’t disclose a launch timeline, it confirmed that it has already hired local leadership with experience in Jordan’s financial ecosystem and signed early partnerships with merchants and financial institutions. That groundwork suggests the rollout could follow shortly after full regulatory clearance.
“Expanding into Jordan with our BNPL services represents a major leap forward,” said Habiba Naguib, Chief Market Expansion and Strategy Officer at Valu. “Our platform is designed to empower individuals by offering flexible, responsible credit options that improve their purchasing power and lifestyle.”
Valu’s BNPL platform allows consumers to spread payments for purchases across retail, electronics, healthcare, and other categories. The company positions its product as a way to increase purchasing power and boost financial inclusion by providing what it says is accessible credit.
The move into Jordan follows a period of momentum for the Cairo-based company. In addition to the Amazon investment and EGX listing, Valu has expanded its financial product portfolio to include prepaid and co-branded credit cards (in partnership with Visa), investment products, and B2B offerings.
Founded under EFG Holding, Valu currently operates across more than 8,500 physical and online stores in Egypt.
- Saudi’s Orbii raises $3.6 million in Prosus-led seed to help banks and fintechs launch SME lending - September 8, 2025
- Egypt’s TradeHub shuts down, returns remaining capital to investors after failing to achieve product-market fit - September 7, 2025
- Dubai’s WheelsOn raises $12.5 million in debt and equity for its deposit-free car rental platform - September 7, 2025
