Valu Secures Initial Approval to Launch BNPL Services in Jordan, Advancing Regional Expansion

Valu, one of Egypt’s leading fintech players, has received initial approval from the Central Bank of Jordan to introduce its Buy Now, Pay Later (BNPL) offering in the Jordanian market. The move marks a strategic milestone in Valu’s regional growth following its recent listing on the Egyptian Exchange (EGX), as the company seeks to tap into Jordan’s dynamic market potential and rising demand for flexible, accessible financial solutions.

Driven by the country’s growing appetite for digital financial services and inclusive payment models, Valu’s entry into Jordan reflects both economic optimism and a push toward digital transformation. The company aims to empower Jordanian consumers with installment-based payment options for a wide range of goods and services—from electronics and fashion to healthcare and essentials—easing upfront financial burdens and expanding access to credit.

Enabling Inclusion and Supporting Merchants

Valu’s BNPL model is designed not only to enhance consumer affordability but also to support merchants in increasing sales, acquiring new customers, and building long-term loyalty. By integrating flexible payment options directly into merchant operations, Valu provides businesses with a competitive edge and helps stimulate demand in a price-sensitive market.

“Our core mission remains rooted in innovation and advancing financial inclusion,” said Habiba Naguib, Valu’s Chief Market Expansion and Strategy Officer. “We’re tailoring our solutions to meet the evolving needs of Jordanian consumers and merchants—helping them transact smarter, grow faster, and live better.”

Local Partnerships and Strategic Entry

To ensure a successful rollout, Valu has established partnerships with local merchants and financial institutions throughout Jordan. The company is also building an in-country team with deep expertise in Jordan’s financial ecosystem to ensure operational readiness and seamless service delivery.

Through this expansion, Valu reinforces its position as a regional fintech leader committed to inclusive finance, while bringing transformative digital solutions to underserved and emerging markets across MENA.