Egypt’s consumer finance sector continues to grow as more companies focus on making flexible payment solutions available to a wider population. In line with this shift, Souhoola has opened a new branch at City Stars as part of its broader expansion strategy aimed at increasing access to consumer finance services across Egypt.
The new branch, which officially opened on May 15, 2026, reflects the company’s efforts to strengthen its presence in major commercial hubs while bringing its services closer to customers. The move is expected to support financial inclusion by giving more consumers access to flexible installment plans and Buy Now, Pay Later solutions through both physical branches and digital platforms.
Souhoola said the expansion is designed to help customers shop and pay in installments through fast and simple approval systems that serve both banked and unbanked consumers. The company has increasingly focused on digital financial solutions as demand for accessible financing continues to rise in Egypt.
Ahmed El-Shanwany, CEO of Souhoola, described the new branch as an important step in the company’s long-term growth plans within the Egyptian market.
“The opening of our City Stars branch marks a pivotal step in the company’s expansion strategy within the Egyptian market,” he said. “Through this presence, we aim to strengthen our proximity to customers in one of the most vibrant and high-traffic destinations.”
He added that the company remains focused on developing “flexible and easy-to-use financial solutions that support customers’ daily needs” while improving customer experience as the fintech sector continues to evolve rapidly.
Expanding Access to Consumer Finance
The expansion comes at a time when Egypt’s fintech and consumer finance industries are experiencing strong growth, driven by rising consumer demand for alternative payment methods and digital financial services.
Souhoola has built a large merchant network across different sectors in the Egyptian market, allowing customers to access financing options for a wide range of purchases. The company says it continues to improve its digital systems to make financing smoother, faster and more transparent for users.
The City Stars branch is also expected to strengthen partnerships between the company and merchants by creating more direct engagement opportunities with customers. During the opening period, Souhoola announced exclusive offers and promotions in collaboration with several partners across different categories and sectors.
Mohamed Gamal, Chief Business Officer at Souhoola, said the new branch reflects the company’s continued focus on growth and customer engagement.
“This branch represents an important addition to our market presence in Egypt and reflects the continuation of our growth strategy,” he said.
He noted that Souhoola is working closely with merchants to provide customers with more value and a wider range of offers during the opening celebrations. According to Gamal, the company is also investing in improving the customer journey by combining digital solutions with direct in-branch services.
“We are also focused on enhancing the customer journey within the branch by integrating digital solutions with direct service, while expanding our reach to support growth plans and reinforce our position within the financial technology market,” he added.
Strong Growth Since Launch
Founded in 2019, Souhoola is a subsidiary of Banque Misr and operates with a capital base of EGP 400 million. Since launching, the company has grown its active customer base to more than 370,000 customers.
The company says its mission is to provide innovative financial solutions powered by advanced technology to support financial inclusion and improve quality of life for consumers in Egypt.
Since its establishment, Souhoola has recorded strong growth, with its customer base expanding more than fourfold. The company says this growth reflects increasing consumer trust in its financing solutions and its ability to respond to changing market needs.
