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Cairo, September 17, 2025:
Valu, MENA’s leading universal financial technology company, has introduced its digital onboarding feature on noon, the region’s largest online marketplace. This marks Egypt’s first licensed Buy-Now, Pay-Later (BNPL) transaction completed through digital onboarding under the FinTech License issued by the Financial Regulatory Authority (FRA).
Customers can now access Valu’s financial and lifestyle solutions instantly, without visiting a branch or downloading the app. This is the first practical BNPL application of the FRA’s FinTech License in Egypt, designed to accelerate digital transformation and financial innovation.
Smooth and Instant Onboarding
Non-Valu users shopping on noon can select Valu at checkout and complete registration digitally. First-time users can sign up using eKYC and e-signature with only their National ID. The process occurs entirely within the noon interface, is paperless, and allows instant purchases without leaving the platform.
Existing Valu customers can continue using their full credit limits for purchases on noon. This integration ensures all users enjoy a complete range of Valu solutions for daily financial needs.
Executive Insights
Omar Abdelhady, Chief Products and Growth Officer at Valu, stated:
“This launch marks a milestone in embedded finance in Egypt. Customers can self-onboard, access full credit limits, and start using Valu instantly. Our partnership with noon brings this innovation to life and strengthens our commitment to seamless, technology-driven financial empowerment.”
Mostafa Salem, GM of noon Egypt, added:
“Shopping should be simple and fast. With Valu, digital onboarding is fully integrated—no app switching, no downloads, no friction. Payments are instant and flexible inside noon. We are proud to be Valu’s first partner in this launch.”
Commitment to Financial Inclusion
This initiative demonstrates Valu’s dedication to financial inclusion. By embedding flexible payment solutions into trusted digital ecosystems, Valu enables customers to access financial services efficiently. The collaboration with noon enhances both companies’ vision to make fintech faster, smarter, and more accessible.
About «Valu»
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) offers comprehensive financial solutions for individuals and businesses in the MENA region. It is the first consumer finance fintech listed on the Egyptian Exchange and has direct investment from Amazon.
Valu pioneered BNPL through U, providing customizable plans for up to 60 months across 8,500+ stores and online platforms. These cover home appliances, electronics, furniture, residential solar solutions, healthcare, education, travel, fashion, and home finishing.
Valu also offers investment products, instant cash redemption, high-value financing up to EGP 60 million, and marketplace solutions through Valu Invest, Sha2labaz, Ulter, and Shop’IT. B2B services are available via Valu Business. The company also launched prepaid and co-branded Visa cards, extending versatile payment options.
About «Noon»
Noon.com fosters a sustainable digital ecosystem in the Middle East. Launched on December 12, 2017, in Saudi Arabia and the UAE, noon entered Egypt in February 2019. Noon has grown into the region’s largest e-commerce platform, powered by in-house marketplace, logistics, and payment technologies.
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