eNovate, a subsidiary of eFinance Investment Group, and Cobi, a UAE-based AI-native customer intelligence platform, have integrated Cobi’s AI capabilities into eNovate’s digital payment ecosystem.
Enabled through Mastercard’s Engage programme, the collaboration combines eNovate’s digital payments suite with Cobi’s intelligence platform to provide financial institutions with deeper insights and personalised engagement.
The partnership begins with eNovate’s Rize app, a digital wallet targeting Egypt’s youth.
Cobi’s behavioural AI engine will deliver real-time personalisation, helping banks and fintechs understand spending patterns, reduce friction, and support targeted product interventions.
eNovate will extend the capability across its broader digital payment services, creating Egypt’s first large-scale AI-driven portfolio management infrastructure.
Nashwa Kamel, CEO of eNovate, said:
“Partnering with Cobi allows us to introduce real-time intelligence into every digital wallet and payment experience we support, starting with the youth-focused Rize app. By turning raw spend data into strategic intelligence, businesses can anticipate trends, optimise costs, and make data-driven decisions.”
Darren Edmund, CEO of Cobi, added:
“Embedding Cobi as the intelligence layer across eNovate’s ecosystem enables banks and financial platforms to move beyond static transaction processing toward real-time, adaptive systems that respond to user behaviour. This allows institutions to personalise at scale and build longer-lasting customer relationships.”
The partnership aims to develop agentic payment experiences, where AI not only analyses behaviour but can autonomously recommend or initiate actions to improve financial outcomes.
eNovate will deploy the system in Q1 2026 and plans to expand it across additional platforms and regional markets.
Featured image credit: Cobi
