Valu, MENA’s leading universal financial technology powerhouse, has announced the launch of its digital onboarding feature on the regional e-commerce platform, noon. The move marks a significant milestone as it facilitates the first licensed Buy-Now, Pay-Later (BNPL) transaction in Egypt executed via digital onboarding under the newly issued FinTech License from the Financial Regulatory Authority (FRA).
Streamlining The E-commerce Checkout Experience
Through this integration, noon customers who are not yet Valu users can now seamlessly sign up for the BNPL service during the checkout process without leaving the noon application or visiting a physical branch. The fully digital and paperless onboarding is powered by eKYC (Know Your Customer) and e-signature technology, requiring only a customer’s National ID to complete registration. Once a shopper on noon selects Valu as their payment method, they are automatically guided through the instant registration process if not already a user, receive a spending limit, and can complete their purchase immediately.
A Milestone For Embedded Finance in Egypt
This launch represents the first practical application of the FRA’s FinTech License, which is designed to accelerate digital transformation and financial innovation within the Egyptian market. By embedding its financial solutions directly into the e-commerce journey, Valu is pushing the boundaries of embedded finance in the country and enhancing financial inclusion.
Omar Abdelhady, Chief Products and Growth Officer of Valu, commented on the development, stating, “This launch represents a significant advancement in embedded finance in Egypt. For the first time, customers can self-onboard, receive a complete spending limit, and begin using Valu—all without leaving the shopping experience. We are proud to partner with noon to make this innovation a reality, fulfilling our commitment to providing seamless, technology-driven financial empowerment.”
Strengthening A Strategic Partnership
The collaboration deepens the existing partnership between Valu and noon, aligning their shared vision to make financial technology more accessible, faster, and smarter for consumers across Egypt. The frictionless payment solution is set to enhance the customer experience on one of the region’s largest digital marketplaces.
“Shopping should be simple, fast, and rewarding. With Valu, we’ve introduced fully digital onboarding in Egypt – no app switching, no downloads, no friction. Just instant, flexible payments right inside noon. We’re proud to be Valu’s first partner on this launch, making shopping easier and smarter for our customers,” added Mostafa Salem, GM of noon Egypt.
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). 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 8,500 stores and online platforms. Valu also offers investment products, an instant cash redemption program, and a high-end financing program through Valu Invest, Sha2labaz, Ulter, and Shop’IT. In addition, Valu offers business-to-business solutions through Valu Business and has introduced a prepaid card and co-branded credit card in collaboration with Visa.
About Noon.com
noon.com was founded with the objective of fostering an ecosystem of regionally based digital companies in order to secure the region’s digital landscape’s future. noon’s mission is to provide customers and companies in the Middle East region with outstanding value and support. On December 12th, 2017, noon launched its consumer platform in the Kingdom of Saudi Arabia and the United Arab Emirates. noon debuted in Egypt in February 2019 and has since evolved to become the largest online shopping destination in the Middle East.
Source: Zawya
