Valu, a financial technology company based Egypt, has received initial approval from the Central Bank of Jordan to introduce its Buy Now, Pay Later (BNPL) services in the country.

The move marks a step forward in the company’s regional expansion strategy.

Jordan is viewed by Valu as a market with strong potential, driven by increasing demand for flexible financial tools.

The company aims to provide installment-based payment options for a range of sectors, including retail, electronics, and healthcare.

Its BNPL model is intended to broaden credit access and support financial inclusion by offering alternatives to upfront payments.

Valu has established partnerships with local merchants and financial institutions in preparation for the launch.

It has also recruited professionals with experience in Jordan’s financial and fintech sectors to support operations on the ground.

The company’s expansion into Jordan follows its recent listing on the Egyptian Exchange (EGX), which it says will help support future growth and increase investor visibility.

“Expanding into Jordan with our BNPL services represents a major leap forward, unlocking new opportunities for consumers and merchants alike,”

said Habiba Naguib, Valu’s Chief Market Expansion and Strategy Officer.

“Our platform is designed to empower individuals by offering flexible, responsible credit options that improve their purchasing power and lifestyle.”

She added:

“At our core, we remain dedicated to innovation and financial inclusion. Our financial solutions are tailored to meet the evolving needs of Jordanian consumers and merchants.”

Valu’s entry into Jordan follows a strategic investment by Amazon and is part of its broader goal to grow its presence across the region.

Featured image credit: Edited by Fintech News Middle East, based on image by kkhaosai via Freepik