Building on GITEX Dubai 2025 Strategic Alliance, Contact Now and e& money Redefine Digital Financing Through Advanced AI Technologies

“ Building on the strategic partnership signed during GITEX Dubai 2025 between Contact Financial Holding and e& Egypt, Contact Now, the group’s digital arm, together with e& money, has begun translating this alliance into a tangible reality by launching a next-generation Embedded Finance model. This milestone represents a significant shift in the consumer finance experience and marks the beginning of a new era in Egypt’s digital financial services landscape, reinforcing Contact’s leadership position in the fintech sector across the region.
As a result of this integration, Contact Now’s financing solutions are now embedded directly within “My e&” and “e& money” mobile apps through Lending-as-a-Service (LaaS) solution, offering customers a frictionless, end-to-end digital financing experience beyond traditional paperwork or direct interaction with financial institutions.
Through this strategic partnership, “My e&” customers gain access to a next-generation digital financing experience powered by AI-driven alternative credit scoring models and advanced data analytics. With just a few simple steps, customers can apply for Contact Now’s financing programs, receive instant credit approval within seconds, and enjoy a seamless, flexible repayment plan of up to 60 months.
In addition, the partnership introduces Reverse Finance, a breakthrough feature providing “e& money” users with unprecedented flexibility. Customers can refinance their previous purchases or past transactions with the approved amount credited directly back into their wallet. This empowers users to unlock liquidity from past purchases and settle the balance through convenient repayment plans tailored to their lifestyle.
Ahmed Eid, Commercial Director at Contact CrediTech, commented: “This exceptional partnership with “e& money” marks a defining milestone, bringing together for the first time Contact Now’s deep expertise in consumer finance and e&’s strong footprint in the Egyptian market. It represents a major leap forward driven by advanced AI technologies and big-data analytics. What truly sets this collaboration apart is our ability to deliver advanced digital financing solutions to all customers, whether banked or unbanked, expanding financial inclusion and broadening access to digital finance across all segments of society, while accelerating the group’s digital transformation journey.”
Osama Abbas, Vise President of e& FinTech, a subsidiary of e& Egypt, stated: “This strategic step aligns with e&’s vision to deepen the integration between financial technology and telecommunications and to build a fully connected digital ecosystem that redefines digital finance in the Egyptian market. Our collaboration with Contact Now brings together our capability in developing smart financial solutions and secure digital platforms with their extensive expertise in consumer finance, enabling us to deliver an exceptional customer experience that meets today’s needs and anticipates tomorrow’s.”
Abbas Added: “We believe the future of finance in the region will be shaped by strong partnerships between fintech innovators and telecom operators, enabling customers to access financial services in a seamless and secure digital environment. By introducing the embedded finance model within “My e&” and “e& money” applications, we are laying the foundation for a new era of digital financial innovation, one that fosters financial inclusion, supports the digital economy, and aligns with Egypt’s Digital Transformation Vision 2030.”
It is noteworthy that this partnership marks the beginning of a long-term journey toward deeper collaboration between “Contact Now” and “e& money”, unlocking new opportunities and innovative benefits for customers. Today’s achievement is only the first step in a promising journey that will reshape Egypt’s non-banking financial ecosystem. The collaboration also empowers customers with greater purchasing power while introducing personalized financial solutions that enable them to better manage their financial needs and resources more effectively. It also embodies the shared commitment of both entities to driving financial inclusion and expanding access to digital financial services across the Egyptian market.