Valu, a leading universal financial technology powerhouse in the Middle East and North Africa (MENA), has announced the launch of its new loyalty program, the first instant cashback loyalty program for payments in Egypt. The program introduces a fundamentally new approach to customer rewards by granting cashback instantly upon transaction completion, eliminating the need for traditional point accumulation systems or delayed settlement periods.

Designed to reward customers for their everyday spending and recurring engagement across Valu’s ecosystem, the program enables users to earn cashback on every eligible financed transaction and redeem it seamlessly in cash, through topping up the Valu prepaid card. Unlike conventional loyalty programs that require customers to accumulate points over time before unlocking value, Valu’s new loyalty proposition delivers immediate benefits with every transaction. Customers receive instant cashback notifications following any transaction using their Valu limit, allowing them to track and utilize their rewards in real time.

The loyalty program will be available across key Valu products and services, including merchant business, prepaid card limit top-ups, Sha2labaz, and Shop’IT in-app checkout purchases, creating a unified rewards experience across the company’s growing ecosystem.

Customers completing interest-bearing transactions will receive instant cashback percentages from their financed amount.

Additionally, promotional transactions, including zero-interest financing plans, Spark’IT, cashback and discount campaigns, will remain eligible for loyalty rewards, granting customers additional cashback as well.

Cashback earned through the program will remain valid for one year from the transaction date, providing customers with flexibility and convenience in utilizing their rewards.

Commenting on the launch, Omar Abdelhady, Chief Growth & Product Officer at Valu, said: "At Valu, we are reshaping financial experiences by delivering simple, transparent rewards with immediate value. With Egypt’s first instant cashback loyalty program for payments, customers benefit from every eligible transaction instantly without waiting, collecting points, or navigating complex redemption processes. This launch reflects our commitment to a more engaging financial ecosystem and to rewarding customers seamlessly across the Valu ecosystem."

The launch further reinforces Valu’s commitment to enhancing customer engagement through innovative financial solutions that deliver greater flexibility, convenience, and value, while supporting the continued evolution of digital payments and consumer finance in Egypt.