Dubai: eNovate, part of the eFinance Investment Group, and UAE-based AI-native platform Cobi have announced a major collaboration to integrate Cobi’s AI-powered intelligence infrastructure across eNovate’s digital payment ecosystem, aiming to transform how young people in Egypt interact with digital financial services.
Enabled through Mastercard’s Engage programme, the partnership merges eNovate’s digital payments suite with Cobi’s AI-driven engagement platform, providing banks and fintechs with enhanced intelligence, personalisation, and behavioural insights across their customer base.
The initiative kicks off with eNovate’s flagship Rize app, where Cobi’s AI layer will deliver real-time personalisation for Egypt’s youth segment. With 85% of MENA residents already using at least one emerging payment method, the system will help financial institutions better understand spending patterns, remove friction, and deliver timely product interventions that boost activation, loyalty, and long-term customer value.
This capability will expand to eNovate’s broader digital payment portfolio, creating Egypt’s first large-scale AI-driven financial portfolio management infrastructure. The move comes as the region’s AI in financial services market is projected to reach $4.7 billion by 2032, highlighting growing demand for intelligent, data-driven payment systems.
At the heart of the collaboration is Cobi’s behavioural AI engine, which analyses user engagement, identifies patterns, and recommends next-best-actions across acquisition, activation, and retention journeys. Combined with eNovate’s role as a central payments provider for banks, telcos, fintechs, merchants, and government-linked entities, the partnership marks a step toward more intelligent, personalised financial experiences nationwide.
Nashwa Kamel, CEO of eNovate, said: “Partnering with Cobi allows us to embed real-time intelligence into every digital wallet and payment experience we support, starting with the youth-focused Rize app. By turning raw spend data into actionable insights, we help banks optimise costs, anticipate trends, and make smarter, data-driven decisions.”
Darren Edmund, CEO of Cobi, added: “This partnership enables digital platforms to move beyond static transaction processing toward adaptive systems that respond instantly to user behaviour, allowing personalisation at scale and fostering long-term customer relationships. We’re proud to have Mastercard’s Engage programme support this collaboration.”
Looking ahead, the partnership will evolve toward agentic payment experiences, where AI not only analyses behaviour but autonomously recommends or initiates actions to improve financial outcomes. The initial rollout is set for Q1 2026, with plans to expand across other eNovate platforms and regional markets.
