Valu Officially Launches Operations in Jordan

Egyptian fintech Valu has formally launched its operations in Jordan after a soft launch earlier in 2026, marking its first expansion into the country. The company began operations in the first quarter of 2026 following final approval from the Central Bank of Jordan to operate under a specialized financing license that permits it to offer financing products including Buy Now, Pay Later (BNPL) services. Valu has established a local headquarters at King Hussein Business Park and opened branches in Sweifieh Village, King Hussein Business Park, and Taj Mall.

Direct quote

“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,” said Walid Hassouna, Founder and Group CEO of Valu.

Context and details

Since the soft launch, Valu Jordan has focused on building local infrastructure and partnerships. The firm said it has established a local credit and payments infrastructure and is working with licensed providers in areas including credit information and payment services to support application assessments and risk management. The operation is led by a locally based team and offers services through both physical points of sale and digital platforms.

• License and product scope: Valu is operating under a specialized financing license from the Central Bank of Jordan, allowing it to provide consumer financing and BNPL products.
• Merchant network: The company’s merchant partners span retail, e-commerce, education, electronics, consumer goods, and social commerce.
• Consumer offerings: BNPL services are available within approved credit limits, with initial financing plans that can extend for up to 60 months.
• Local footprint: Headquarters at King Hussein Business Park and three branches located in Sweifieh Village, King Hussein Business Park, and Taj Mall.

Valu’s move into Jordan follows its development of a consumer finance business in Egypt, where it built the underwriting, merchant integration, and payments experience it now aims to adapt to Jordanian market conditions. The company has emphasized adaptation over direct replication, signaling attention to Jordan’s regulatory framework, consumer behavior, and payment infrastructure.

Outlook

The next phase for Valu Jordan will focus on expanding its merchant and partner network, scaling its local team, and further rolling out financing services. Observers will be watching how Valu’s BNPL offering integrates with Jordan’s evolving digital payments ecosystem and whether the risk-management and credit-scoring approaches developed in Egypt translate effectively in Jordanian market conditions.

Valu’s entry adds another player to Jordan’s consumer finance landscape and could spur increased competition among lenders and payments providers. For merchants, the availability of longer-term financing options — including plans up to 60 months — may influence purchase behaviour across key sectors such as electronics, education, and social commerce. For financial institutions and fintech vendors, Valu’s partnerships around credit information and payments suggest continued development of an ecosystem around digital consumer finance in Jordan.