eNovate & Cobi Partner to Form Egypt’s First AI Portfolio Platform

eNovate, a subsidiary of eFinance Investment Group, has partnered with UAE-headquartered Cobi to integrate artificial intelligence-driven customer intelligence across its digital payments ecosystem in Egypt. The collaboration is enabled through Mastercard’s Engage programme and is designed to introduce real-time personalisation and behavioural insight into digital financial services.

The rollout will begin with Rize, eNovate’s youth-focused digital wallet, where Cobi’s AI-powered platform will function as an intelligence layer to analyse user behaviour and enable personalised engagement at scale. The integration aims to help banks and fintech providers better understand spending patterns, identify friction points and deploy timely product interventions.

According to the companies, the capability will extend beyond Rize to cover eNovate’s broader portfolio, which serves banks, telecommunications operators, fintechs, merchants and government-linked entities. The integration is positioned as Egypt’s first large-scale AI-driven portfolio management infrastructure embedded within a national digital payment ecosystem.

The initial deployment is scheduled to begin in the first quarter of 2026, with plans to expand across additional eNovate-powered platforms and regional markets. The roadmap includes the development of agentic payment experiences capable of autonomously recommending or initiating actions based on real-time behavioural data.

The partnership comes amid rapid adoption of digital payment methods across the region. With 85% of people across the Middle East and North Africa already using at least one emerging payment method, the integration seeks to support financial institutions in adapting to shifting consumer behaviours. The MENA market for artificial intelligence in financial services is projected to reach $4.7 billion by 2032.