This functionality will be extended across eNovate’s wide range of digital payment services, forming Egypt’s first large-scale AI-driven portfolio management infrastructure.
eNovate, a subsidiary of eFinance Investment Group, and Cobi, an AI-native customer intelligence platform headquartered in the UAE, announced that they will integrate Cobi’s AI-powered intelligence infrastructure across their digital payments ecosystem to redefine how young people across Egypt engage with digital financial services. The partnership, made possible through Mastercard’s Engage program, combines eNovate’s suite of digital payments products with Cobi’s AI-powered engagement platform to provide financial institutions with new levels of intelligence, personalization, and behavioral insights across their customer base. As the MENA region emerges as a global hub for financial services innovation in 2025, driven by government initiatives and the rapid growth of digital payments, the focus is shifting to AI-powered engagement and intelligence at scale.
The collaboration begins with eNovate’s flagship digital wallet, the Rize app, where Cobi’s intelligence layer powers real-time personalization for Egypt’s youth demographic. With 85% of people across MENA already using at least one new payment method, banks and fintechs will be able to better understand spending behavior, identify frictions and provide timely product interventions that drive activation, loyalty and long-term customer value. This functionality will be extended across eNovate’s wide range of digital payment services, forming Egypt’s first large-scale AI-driven portfolio management infrastructure.
AI in the MENA region’s financial services market is projected to reach $4.7 billion by 2032, highlighting the scale of the opportunity for intelligent, data-driven payments infrastructure across the region. At the core of the partnership is Cobi’s behavioral AI engine that builds deep context about how users engage, identify patterns, and recommend or trigger next-best actions across the customer acquisition, activation, and retention processes, and leverages this with eNovate as a central payments and digital service provider to Egyptian banks, telcos, fintechs, merchants, and government-related entities. Combined with the role of , this partnership is a major step towards intelligent and personalized financial experiences across the country.
“eNovate is committed to delivering the latest data-driven capabilities to banks and financial institutions. Partnering with Cobi allows us to bring real-time intelligence to every digital wallet and payment experience we support, including the Rize app for youth. Our mission to provide an advanced and responsive payments infrastructure empowers banks and financial institutions to uncover inefficiencies, optimize costs, and make smarter data-driven decisions. Leveraging data for strategic intelligence allows businesses to predict trends, strengthen supplier relationships, and accelerate sustainable growth.
– Nashwa Kamel, eNovate CEO
“Our partnership with eNovate represents a fundamental shift in the way digital payments infrastructure operates. Incorporating Cobi as an intelligence layer across eNovate’s ecosystem will enable banks and financial platforms to move beyond static transaction processing and create a platform that instantly understands and responds to user behavior. We are pleased to support this collaboration with Mastercard’s Engage program.
– Darren Edmund, Cobi CEO
Going forward, this partnership will extend to agent payment experiences, where AI not only analyzes user behavior but also autonomously recommends or initiates actions that improve financial outcomes, ushering in a new era of intelligent and proactive financial services across Egypt. Initial deployments will begin in Q1 2026, with expansion to additional eNovate-powered platforms and regional markets planned.
