Visa is reorganizing its North Africa operations as digital payments adoption accelerates across emerging markets.
The global payments network has announced the creation of a new sub-region covering Egypt, Libya, and Sudan, positioning the move as part of its long-term strategy to deepen engagement with governments, financial institutions, fintechs, and merchants. The restructuring reflects Visa’s effort to align more closely with national digital transformation agendas.
The announcement signals growing competition among global payment networks to capture rising digital transaction volumes in frontier markets.
Regional restructuring as growth lever
Visa has operated in the broader region for four decades, but the creation of a dedicated sub-region suggests a more focused market strategy.
Bringing Egypt, Libya, and Sudan under a single leadership structure allows Visa to:
- Align product rollout strategies
- Coordinate regulatory engagement
- Share operational best practices
- Accelerate cross-market innovation
Regional clustering is a common approach among global payment networks seeking efficiency while maintaining local responsiveness.
Leadership appointment
Visa has appointed Malak El Baba as Country Manager for the new sub-region. She previously served as Country Manager for Egypt, where she led expansion initiatives and partnerships across financial institutions and fintech players.
In her expanded role, she will oversee:
- Market strategy
- Business development
- Local execution across three jurisdictions
Leadership continuity may help Visa maintain momentum in Egypt while extending similar growth models into Libya and Sudan.
Egypt as anchor market
Egypt remains one of North Africa’s most dynamic digital payments markets.
The country has witnessed:
- Rapid fintech startup growth
- Government-backed financial inclusion programs
- Expansion of mobile wallets
- Increased contactless adoption
Visa’s deeper structural focus on Egypt reflects its scale relative to neighboring markets.
Libya and Sudan, though facing distinct economic conditions, represent underpenetrated digital payments opportunities.
Financial inclusion push
Visa’s regional expansion aligns with broader financial inclusion initiatives across emerging economies.
Digital payments networks often collaborate with:
- Central banks
- Government agencies
- Microfinance institutions
- Fintech startups
Increasing card penetration and digital wallet adoption can formalize economic activity and expand access to credit.
Competitive landscape
The digital payments sector in North Africa includes:
- International card networks
- Regional payment processors
- Mobile money operators
- Domestic fintech platforms
Competition increasingly centers on value-added services such as fraud prevention, analytics, and embedded finance tools.
Visa’s reorganization may enhance its ability to deploy advanced digital commerce solutions at scale.
Sales leadership shift
As part of the restructuring, Ahmed Mohey will transition into the role of Head of Sales for Egypt. His expanded focus on Egypt’s sales organization suggests that Visa views the country as a primary growth engine within the sub-region.
Dedicated sales leadership may accelerate partnerships with banks and fintech platforms.
Strategic implications
Regional consolidation often precedes increased investment.
By grouping Egypt, Libya, and Sudan under unified management, Visa can optimize resource allocation and strengthen stakeholder relationships.
For governments pursuing digital transformation agendas, global payment network engagement can support:
- Tax base expansion
- Cashless policy objectives
- SME digitization
Long-term outlook
Digital payments growth in North Africa remains uneven but structurally promising.
Urbanization, smartphone penetration, and fintech innovation provide tailwinds.
Visa’s reorganization reflects confidence in long-term transaction volume expansion.
In emerging markets, payments infrastructure often precedes broader digital commerce ecosystems.
By recalibrating its regional structure, Visa is positioning itself closer to that expansion curve.
In global fintech competition, proximity to growth markets matters.
And North Africa is increasingly on the strategic map.
