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eNovate, a subsidiary of eFinance Investment Group, has announced a major strategic partnership with Cobi, a UAE-headquartered AI-native customer intelligence platform, to deploy large-scale AI-powered intelligence across Egypt’s digital payment ecosystem.
The collaboration aims to redefine how young people across Egypt engage with digital financial services by introducing real-time, hyper-personalised payment experiences at national scale.
Mastercard Engage Enables Large-Scale AI Integration
The partnership is enabled through Mastercard Engage, combining eNovate’s digital payments product suite with Cobi’s AI-powered engagement and intelligence infrastructure. Together, the platforms deliver advanced behavioural insight, real-time personalisation, and data-driven decision-making capabilities to banks and financial institutions across Egypt.
As the MENA region strengthened its position as a global fintech innovation hub in 2025—driven by supportive government initiatives and rapid digital payments adoption—the focus has now shifted toward AI-powered intelligence and engagement at scale.
Rize App Leads the First Phase of Deployment
The collaboration begins with the Rize app, eNovate’s flagship digital wallet targeting Egypt’s youth segment. Through the integration, Cobi’s intelligence layer will enable real-time personalisation, allowing financial institutions to better understand spending behaviour, identify friction points, and deliver timely product interventions that drive activation, loyalty, and long-term customer value.
With more than 85% of people across MENA already using at least one emerging payment method, the initiative addresses a growing need for deeper customer intelligence within digital financial services.
Building Egypt’s First AI-Driven Portfolio Management Infrastructure
The AI capabilities will extend beyond Rize to cover eNovate’s broader digital payment services, forming Egypt’s first large-scale, AI-driven portfolio management infrastructure.
This development comes as the MENA AI in financial services market is projected to reach $4.7 billion by 2032, highlighting the scale of opportunity for intelligent, data-driven payment platforms across the region.
Behavioural AI at the Core of Personalised Finance
At the heart of the partnership is Cobi’s behavioural AI engine, which builds deep contextual understanding of user engagement, identifies behavioural patterns, and recommends or triggers next-best actions across acquisition, activation, and retention journeys.
Combined with eNovate’s role as a central digital payments and services provider to banks, telecom operators, fintechs, merchants, and government-linked entities, the collaboration marks a significant step toward fully personalised, intelligent financial experiences across Egypt.
Leadership Perspectives on Data-Driven Payments
Nashwa Kamel, CEO of eNovate, said the company remains committed to enabling banks and financial institutions with modern, data-driven capabilities. She noted that integrating Cobi’s real-time intelligence into digital wallets and payment experiences will help institutions gain actionable insights into spending behaviour, identify inefficiencies, optimise costs, and make smarter, data-driven decisions that support sustainable growth.
Darren Edmund, CEO of Cobi, described the partnership as a fundamental shift in how digital payment infrastructure operates. By embedding Cobi as the intelligence layer across eNovate’s ecosystem, financial platforms can move beyond static transaction processing toward adaptive systems that understand and respond to user behaviour in real time, enabling personalisation at scale and stronger, long-term customer relationships.
Roadmap Toward Agentic Payment Experiences
Looking ahead, the partnership will evolve toward agentic payment experiences, where AI not only analyses user behaviour but autonomously recommends or initiates actions to improve financial outcomes.
The initial deployment is set to begin in Q1 2026, with expansion planned across additional eNovate-powered platforms and future regional markets, ushering in a new era of proactive and intelligent financial services across Egypt.
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