Valu, Egypt’s leading universal financial technology powerhouse, announced today a strategic partnership with Tactful AI, a regional leader in AI-powered customer experience transformation, aimed at delivering faster, smarter, and more personalized customer interactions across Valu’s digital ecosystem.
Through this collaboration, Valu will leverage Tactful AI’s capabilities to unify and automate customer engagement across multiple touchpoints, including WhatsApp, its website, mobile application, and social media channels. The platform will also provide Valu with deeper insights into customer interactions, enabling faster response times, reduced operational friction, and an enhanced customer journey while maintaining a strong human touch.
Founded in Egypt and operating across the Middle East, Africa, the United Kingdom, and Europe, Tactful AI delivers an advanced, agentic customer experience platform that combines real-time conversational analytics, AI-powered engagement tools, a no-code automation studio, and unified omnichannel engagement and journey insights. The platform enables organizations to enhance customer satisfaction while improving operational agility and efficiency.
Commenting on the partnership, Mohamed Elmasry, Co-Founder and Chief Executive Officer of Tactful AI, said: “We are proud to partner with a homegrown fintech powerhouse like Valu as it continues to scale its vision of inclusive and accessible finance across the region. This partnership goes beyond technology; it represents a shared commitment to raising the standard of customer experience in financial services. With Tactful AI, Valu can accelerate its services, engage smarter, and gain deeper insights into customer needs at every interaction”.
Mohamed Mounir, Deputy CEO of Valu, added: “At Valu, our customers remain at the core of everything we do. As we continue to expand and innovate, we are investing in intelligent platforms that enable us to anticipate customer needs and respond proactively and seamlessly across all channels. Tactful AI’s solution empowers us to deliver this with greater precision, scalability, and regional relevance”.
The partnership reflects a broader evolution within Egypt’s technology ecosystem, highlighting how locally founded companies are developing globally competitive solutions tailored to regional markets. Both Valu and Tactful AI share a common vision of leveraging innovation to deliver meaningful, scalable impact.
About Valu:
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) is the leading universal financial technology powerhouse offering customers and businesses convenient and comprehensive financial solutions. It is the first fintech company providing consumer finance to become a listed company on the Egyptian Exchange (EGX), and this, alongside Amazon having a direct stake in the firm, represents Valu’s growth journey and dynamic business model.
Under its product universe, Valu pioneered Buy-Now, Pay-Later (BNPL) solutions in the MENA region through U, providing customizable financing plans for up to 60 months across more than 8,500 stores and online platforms – covering a diverse array of categories, including home appliances, electronics, home finishing, furniture, residential solar solutions, healthcare, education, travel, and fashion, among others. Valu also offers investment products, an instant cash redemption program, and a high-end financing program to facilitate the purchase of big-ticket items up to EGP 60 million in the luxury space, and its marketplace, through Valu Invest with the AZ Valu fund and EFG Hermes ONE, Sha2labaz, Ulter, and Shop’IT, respectively.
In addition, Valu offers business-to-business solutions through Valu Business. Valu introduced its prepaid card and co-branded credit card in collaboration with Visa, further expanding its range of payment options to provide customers with the most versatile, convenient, and comprehensive payment solutions, making Valu the ultimate choice for all clients’ payment needs. As an award-winning fintech player in the MENA region, Valu embraces a progressive business approach with an agile team committed to architecting innovative financial solutions to meet customers’ evolving needs.
About Tactful AI
Tactful AI is a next-generation customer experience platform built to empower businesses with intelligent engagement, automation, and insight. Headquartered in the United Kingdom and founded in Egypt, Tactful has become a trusted name across the Middle East, Africa, and Europe for organizations seeking to deliver exceptional digital experiences at scale.
The platform brings together a unified suite of tools, including real-time conversational analytics, AI-powered automation, intelligent routing, and an intuitive no-code journey builder—all designed to help marketing, sales, and support teams engage seamlessly across all digital touchpoints, including social media, websites, mobile apps, and messaging platforms. Tactful replaces disconnected, rigid systems with a flexible, integrated approach that enables businesses to operate faster, more agilely, and with greater customer focus.
From retail and financial services to public sector and hospitality, Tactful is already helping leading brands manage millions of conversations monthly—turning service interactions into growth opportunities, and transforming how organizations understand and respond to customer needs.
Tactful’s mission is simple yet bold: to make advanced customer experience technology accessible, adaptable, and effective for every organization—regardless of size or sector.
