a subsidiary of Valu Group, the leading universal financial
technology powerhouse in the Middle East and North Africa (MENA)- announced the
official launch of the first phase of its business in the Kingdom, following
months of its soft launch, the start of its operations and building its local
presence in the Jordanian market.
اضافة اعلان
The announcement was made during a press conference held in Amman,
attended by the Chairman of Valu Jordan, the former Minister of Investment, and
the former Minister of Digital Economy and Entrepreneurship, H.E. Eng. Mothanna
Gharaibeh; Founder and Group CEO of Valu, Walid Hassouna; CEO of Valu Jordan,
Mohammad Al Yousef; and a select group of media representatives specializing in
economics, finance, and fintech.
During the conference, the company highlighted its key achievements
since commencing operations in Jordan during the first quarter of 2026.
This
followed Valu Jordan’s receipt of its final license from the Central Bank of
Jordan earlier this year to operate under a specialized financing license,
enabling the company to provide flexible payment solutions and Buy-Now, Pay-Later
(BNPL) services after completing all required regulatory and operational
procedures.
Valu Jordan’s entry into the Jordanian market builds on its parent
company’s experience in Egypt, where Valu developed a data-driven model and
flexible payment solutions that have supported its regional expansion.
In
Jordan, the company is applying this expertise through a localized approach
that considers the specific characteristics of the market and the real needs of customers and merchants. Its focus is on
creating a secure, seamless digital experience that connects customers to a
growing network of partner merchants.
The company’s entry comes as Jordan’s fintech and digital payments
ecosystem continues to develop, supported by an evolving regulatory environment
and growing adoption of digital channels among individuals and businesses.
These developments are creating greater opportunities for flexible, efficient,
comprehensive financial solutions while strengthening the private sector’s role
in advancing a more inclusive digital economy.
Since beginning its setup and its soft launch phase at the start of
the year, Valu Jordan has focused on establishing the foundations of its local
operations by developing its technological and operational infrastructure,
expanding its network of business partnerships, and integrating its solutions
with a growing network of institutions, brands, and merchants across sectors
closely linked to everyday spending.
These include retail, e-commerce, social
commerce, education, electronics, and consumer goods, through both
point-of-sale terminals and digital platforms.
The company has also established the institutional and credit
infrastructure needed to support responsible and sustainable growth.
This
includes working with specialized licensed partners in credit information,
payment solutions, and financial technology to strengthen application
assessment and risk management based on reliable credit data, while enhancing
integration with Jordan’s payment ecosystem and expanding the range of digital
services available to customers.
Simultaneously, Valu Jordan has focused on building a local team of
Jordanian talent across various areas of the business, enabling the company to
understand better the local market and the needs of consumers and merchants,
and to develop solutions that reflect their preferences and requirements.
And since establishing its headquarters in King Hussein Business
Park, the firm expanded its physical presence by opening three branches in
strategic locations, including Sweifieh Village, King Hussein Business Park,
and Taj Mall as part of its direction for a multi-channel approach, combining
convenient access to its digital platform with direct interaction with its
services and merchant network.
Commenting on the press conference, H.E. Eng. Mothanna Gharaibeh said, “Jordan today offers significant opportunities to build a more open
digital economy that can benefit from financial innovation, supported by the
continued development of the payment ecosystem, an evolving regulatory
environment, and the growing adoption of digital solutions by individuals and
businesses.
Attracting regional companies to the market is about more than
investment; it is also about the value they bring to the ecosystem through
partnerships, knowledge exchange, and solutions that respond to market needs.
We see Valu’s presence in Jordan as an opportunity further to strengthen
diversity and innovation within the fintech sector, while building on the
strong economic and trade ties between Jordan and Egypt and the opportunities
they create for exchanging expertise and developing cross-market business
models.”
Walid Hassouna, Founder and Group CEO of Valu, further added,
“Choosing Jordan is a natural extension of Valu’s regional strategy and our
vision to build a platform that expands from markets with clear growth
potential.
We are entering Jordan with the experience we have built over the
years in Egypt, adapting it to the needs of the local market. What we have seen
since commencing operations has reinforced our belief that expanding into
Jordan is a strategic step toward establishing a long-term presence,
particularly given the country’s strong talent pool, dynamic private sector,
increasingly digitally savvy consumers, and rapidly evolving financial
ecosystem.”
Mohammad Al Yousef, CEO of Valu Jordan, commented,
“Since launching our operations in the Kingdom, we have focused on creating an
experience that makes flexible payments a natural part of the shopping journey
while delivering value to both customers and merchants.
Our achievements to
date provide a strong foundation for the next phase, which will focus on
expanding our network of merchants and partners, enhancing the customer
experience, and continuing to invest in our local team as we grow thoughtfully
and sustainably.
Our vision remains aligned with our parent company’s ambition
to establish Valu as a smart, leading financial technology platform in the
region, offering flexible and innovative solutions that enhance quality of life
and contribute to financial inclusion.”
Valu Jordan currently offers Buy-Now, Pay-Later (BNPL) solutions
through a digital experience that enables customers to access flexible payment
options within their approved credit limits. For merchants, the solutions
provide an additional way to enhance the customer experience while giving
shoppers greater flexibility in how they pay.
Looking ahead, Valu Jordan aims to build on its initial progress by
further developing its solutions, expanding their reach, and leveraging data
and technology to understand the needs of customers and businesses better.
This
will enable the company to deliver increasingly convenient and seamless
experiences, while continuing to collaborate with stakeholders across the
financial, commercial, and technology sectors.
Through these efforts, Valu
Jordan aims to establish flexible payment solutions as a practical and
effective part of Jordan’s evolving digital economy.
