eNovate, a subsidiary of eFinance Investment Group, has announced a strategic partnership with Cobi, a UAE-based AI-native customer intelligence platform, to integrate advanced artificial intelligence capabilities into its digital payment ecosystem. This collaboration, facilitated through Mastercard’s Engage programme, aims to provide financial institutions with deeper data insights and hyper-personalised customer engagement.
A Strategic AI Integration
The partnership combines eNovate’s extensive digital payments suite with Cobi’s powerful intelligence platform. By embedding Cobi’s behavioural AI engine, eNovate will empower banks and fintechs to move beyond simple transaction processing and gain a sophisticated understanding of consumer spending patterns, reduce operational friction, and enable highly targeted product interventions.
This move signals the creation of Egypt’s first large-scale, AI-driven portfolio management infrastructure, set to transform how financial services are delivered in the country.
Targeting Egypt’s Youth with Rize
The first phase of the integration will launch with eNovate’s Rize app, a digital wallet specifically designed to meet the financial needs of Egypt’s youth. Cobi’s technology will deliver real-time personalisation within the app, creating a more intuitive and responsive user experience for a key demographic in the nation’s rapidly growing digital economy.
Nashwa Kamel, CEO of eNovate, explained the strategic vision behind the partnership.
“Partnering with Cobi allows us to introduce real-time intelligence into every digital wallet and payment experience we support, starting with the youth-focused Rize app. By turning raw spend data into strategic intelligence, businesses can anticipate trends, optimise costs, and make data-driven decisions.”
Building Adaptive Financial Systems
The collaboration is designed to help financial platforms evolve from static systems to adaptive ecosystems that respond dynamically to user behaviour. This allows institutions to personalize their services at scale, fostering stronger and more valuable customer relationships.
Darren Edmund, CEO of Cobi, commented on the technological shift.
“Embedding Cobi as the intelligence layer across eNovate’s ecosystem enables banks and financial platforms to move beyond static transaction processing toward real-time, adaptive systems that respond to user behaviour. This allows institutions to personalise at scale and build longer-lasting customer relationships.”
Vision for Agentic Payments
Looking ahead, the partnership aims to pioneer “agentic payment experiences,” where AI not only analyzes user behaviour but can also autonomously recommend or initiate actions to help users improve their financial outcomes. eNovate is scheduled to deploy the system in the first quarter of 2026, with ambitious plans to expand its capabilities across additional platforms and into other regional markets.
About eNovate
eNovate is a leading Egyptian digital services provider and a subsidiary of the eFinance Investment Group. The company specialises in developing and managing digital payment ecosystems, including digital wallets and payment suites, for financial institutions and businesses across the region.
