Arab Finance: ElGameya operates within Egypt’s vibrant informal savings sector, a vital yet traditionally underserved component of the country’s financial landscape. With over two-thirds of Egyptians unbanked, informal collective savings models like the gameya remain a critical means for millions to access funds, manage expenses, and build financial resilience. The digitization of this deeply rooted practice stands to revolutionize financial inclusion by bridging the gap between informal traditions and modern technology.

In this interview, we speak to Ahmed Abdeen, CEO of ElGameya, to explore how his company is leveraging digital innovation to transform collective savings, empower the unbanked, and drive lasting economic impact in Egypt and the broader MENA region.

1-You have digitized the traditional ROSCA savings model, deeply rooted in Egyptian culture. What unique challenges and opportunities did you encounter in modernizing this model through technology?

The challenge was both cultural and technical. For generations, Egyptians trusted their neighbors and friends to run a gameya, an informal savings club, not an app.

Convincing people that technology could safeguard their money, ensure fairness, and remove the risk of defaults was no small task. We invested heavily in transparency, automated collections, and guaranteed payouts to rebuild that trust.

On the other hand, the opportunity was huge. With two-thirds of Egyptians unbanked, digitizing what people already know and love unlocked financial inclusion at scale while preserving the cultural essence of the gameya.

2-How does ElGameya generate revenue while keeping the service accessible and attractive to your user base, especially when compared to traditional banking and savings products?

We flipped the model. Banks thrive on high-interest lending, which often excludes those who need finance most. ElGameya charges a simple management fee on cycle slots, no hidden charges, no interest. It is fair, transparent, and Shariah-compliant.

We also generate revenue through partnerships with corporates, schools, and stores, allowing us to remain accessible to everyday users while building a sustainable business model.

3-Congratulations on the recent successful 7-figure USD investment round led by AYADY for Investment and Development. How will this funding accelerate your growth and product innovation in Egypt and beyond?

Thank you. This investment validates our vision. It gives us the firepower to move faster, scaling automation in our technology, rolling out innovative products like Mini Gameya and Hassala, and expanding into new geographies such as Saudi Arabia.

Most importantly, it enables us to deepen our impact in Egypt, ensuring millions more can access safe, fair, and flexible financial solutions.

4-You have reported achieving a sustained 50% month-on-month growth and reaching one million registered users. What specific factors do you believe are the primary drivers of this rapid adoption, and how do you plan to maintain this momentum as you scale?

Our growth stems from innovation and trust. Mini Gameya, for example, introduced short, three-month cycles with cashback rewards. It addressed user concerns about long commitments and built stickiness on the platform.

Meanwhile, school and corporate partnerships connect us to urgent financial needs, like paying tuition. Finally, smart digital marketing has helped us spread the word at scale. To sustain momentum, we’re focusing on personalization, automation, and partnerships that embed ElGameya into everyday life.

5-Can you share insights into ElGameya’s financial performance over the past year? How has revenue grown in line with user growth, and what are your key financial milestones?

It has been transformative. Year-on-year, revenues grew by over 140%, our gross merchandise value more than doubled, and our user base nearly tripled. Even the average ticket size per user rose by double digits. What is exciting is not just the growth but the efficiency behind it. We are scaling faster than ever while strengthening monetization across cycles.

6-ElGameya is at the forefront of financial inclusion in Egypt. How do you see the company's role in serving the unbanked or underbanked population, and what specific features are designed to meet their unique needs?

We see ourselves as a bridge. Millions of Egyptians never had access to safe, structured financial tools. Digitizing the gameya gives them access to flexible, short-term, reliable cycles. Innovations like Hassala encourage better savings habits with built-in rewards.

In short, we are not just modernizing an old practice, we are making finance more inclusive, one community at a time.

7-Beyond the standard savings cycles, you've introduced products like school fees and the "Hassala" system. What is next on your product roadmap? Are there plans to integrate with other fintech services or offer new financial tools like micro-lending or investment products?

Mini Gameya has shown that people love flexible, fast, and rewarding financial products. That insight guides our roadmap. We are exploring nano-lending, health insurance, crowdfunding, and investment products in the coming years.

We also see strong opportunities to integrate with broader fintech ecosystems, digital wallets, payments, and micro-investments. The vision is simple: make ElGameya the go-to platform for informal and semi-formal financial needs.

8-How do you view the current fintech landscape in Egypt, and what are the biggest opportunities and challenges for fintech startups like ElGameya in this evolving market?

Egypt is at a turning point. A $7 billion ROSCA market awaits digitization, while 67% of the population remains unbanked. Competition is heating up, especially from players like MoneyFellows. The challenge is clear, and so is the opportunity.

Our innovation with products like Mini Gameya, combined with a strong B2B2C model and focus on user retention, gives us a clear edge in this fast-moving market.

9-You've announced partnerships with more than 150 companies and schools. Can you elaborate on the nature of these partnerships and how they contribute to both user growth and the company's long-term sustainability?

Partnerships are central to our growth. With schools, we help parents finance tuition in a structured, stress-free way. With corporates, employees gain access to flexible savings cycles as part of their benefits. These partnerships not only bring users but also build trust and embed ElGameya into daily life. It is a win-win: they help us scale, and communities access finance more easily.

10-Finally, are there plans or strategies in place for expanding ElGameya’s digital ROSCA platform to other MENA markets where similar savings models are culturally embedded?

Absolutely. Egypt is our home market, but our vision is regional. We are laying the groundwork for Saudi Arabia, where collective savings are equally strong. From there, opportunities span the GCC and North Africa. By 2030, we want ElGameya to be the household name for digital ROSCAs in MENA, serving millions who today rely on risky, informal channels.

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