Valu, MENA’s leading universal financial technology powerhouse, announced today the launch of its digital onboarding feature on noon, the region’s largest digital marketplace. This milestone marks the first licensed Buy-Now, Pay-Later (BNPL) transaction in Egypt executed after the digital onboarding under the FinTech License granted by the Financial Regulatory Authority (FRA).
Through this feature, all users can enjoy Valu’s full range of financial and lifestyle solutions instantly without visiting a branch or downloading the app right away. This represents the first time Valu’s practical BNPL application of the FRA’s FinTech License, designed to foster financial innovation and accelerate digital transformation in the Egyptian market.
Non-Valu customers shopping on the noon application can seamlessly use Valu during checkout. First-time Valu users can complete a quick, fully digital onboarding process powered by eKYC and e-signature, requiring only their National ID to complete the process.
When a customer selects a product on noon and proceeds to checkout, they can choose Valu as their payment method. If their phone number is not already linked to a Valu account, they will be automatically redirected to a registration process, all within the noon interface. This entire process is paperless and instant, allowing users to complete their purchase without leaving the platform or visiting a Valu location.
Omar Abdelhady, Chief Products and Growth Officer of Valu, commented, “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.”
“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, noon Egypt.
This initiative reflects Valu’s commitment to enhancing financial inclusion by integrating its flexible payment solutions into the digital ecosystems that customers trust the most. The partnership with noon strengthens the shared vision of both companies to make fintech smarter, faster, and more accessible to everyone.