Valu, an Egypt-based financial technology firm, has obtained final approval from the Central Bank of Jordan to begin operations under a specialised finance licence, a regulatory milestone that clears the way for the company to offer consumer financing products across the kingdom. The licensing decision completes a process that began with initial authorisation in 2025 and positions Valu for a full-scale market entry focused on expanding its “buy now, pay later” and other digital finance services to Jordanian consumers and merchants. The company has slated the official launch of its services for the first quarter of 2026, contingent on completion of final operational and compliance preparations. Valu’s expansion into Jordan is part of a broader regional growth strategy that leverages increasing demand for flexible credit solutions amid rising digital adoption in the Middle East and North Africa.
Valu’s move reflects a notable shift in the fintech landscape across the region, where regulatory frameworks are evolving to accommodate non-bank financial players and digital lenders. The Central Bank of Jordan’s grant of a specialised finance licence signals a regulatory willingness to diversify financial services beyond traditional banking, expanding access to consumer credit through technology-driven platforms.
Leadership appointments at Valu Jordan highlight the company’s emphasis on local expertise to steer its operations. Mothanna Gharaibeh, who has served in several ministerial roles including as Minister of Communications and Information Technology and as the country’s first Minister of Digital Economy and Entrepreneurship, has been named Chairman of Valu Jordan. Mohammad Al Yousef, with two decades of experience across fintech, e-commerce and telecommunications, assumes the role of chief executive officer.
Gharaibeh’s background combines public sector digital policy experience with private sector leadership, notably in telecommunications, while Al Yousef’s career includes strategic roles at Arab Business Machines and leadership in e-commerce and buy-now-pay-later operations at regional technology firms. Their appointments are designed to bridge regulatory, commercial and technological dimensions of the Jordanian market rollout.
Valu’s entry into Jordan is rooted in the increasing appetite among consumers and merchants for credit alternatives that enhance purchasing power without imposing immediate cash outlays. BNPL and similar solutions have grown in popularity worldwide as they enable flexible payment structures for goods and services across sectors such as retail, healthcare and electronics. In markets with under-penetrated credit systems, these platforms also contribute to financial inclusion by bringing new segments of the population into formal credit ecosystems.
The fintech’s strategy for Jordan leans on building partnerships with local merchants and financial institutions, as well as investing in talent with deep regional and sector expertise. Valu has emphasised its commitment to creating a network that facilitates seamless integration of its financing products into the everyday transactions of both consumers and businesses. This approach aims to stimulate commerce while fostering responsible credit uptake.
Valu’s regional expansion track record includes a listing on the Egyptian Exchange and engagement with strategic investors, moves that have bolstered its financial stature and visibility. The company reported significant revenue growth and portfolio expansion in Egypt’s competitive fintech market, underscoring its capacity to scale operations beyond its home base.
Industry analysts view the Jordanian launch as a test case for wider regional adoption of fintech-driven consumer finance solutions. The Central Bank of Jordan’s regulatory stance, which balances financial stability with innovation facilitation, reflects broader trends across emerging markets where authorities are increasingly opening regulatory frameworks to non-bank lenders that meet consumer protection and risk-management standards.
Valu’s planned entry could prompt competitive responses from incumbent banks and digital lenders, encouraging further product innovation and potentially driving down costs for end users. However, the expansion also poses challenges, including credit risk management, consumer education on responsible borrowing, and integration with existing financial infrastructure. The effectiveness of oversight mechanisms and Valu’s adherence to regulatory requirements will be critical in shaping the long-term impact of its services in Jordan.
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