Egypt's NowPay Launches in Saudi Arabia with $20M Joint Venture for Payroll Fintech

Egypt’s NowPay launches in Saudi Arabia, marking a bold move for the Egyptian fintech startup into one of the Middle East’s biggest payroll markets. Through a $20 million joint venture, NowPay is now bringing its popular earned wage access services to millions of workers in the Kingdom. This expansion shows how African fintechs are teaming up with local giants to grow fast and smart.

Founded in 2019 by Egyptian entrepreneur Mostafa Ashour, NowPay started in Egypt with a simple idea: help workers get their earned pay before the official payday. Many employees face cash shortages mid-month, leading to stress or high-interest loans. NowPay’s app connects to a company’s payroll system, letting workers withdraw what they’ve already earned. Employers love it too because it boosts staff happiness and cuts turnover. NowPay launches in Saudi Arabia with the same model, but powered by a new company called NowAccess.

The deal is with Tas’heel, the consumer finance arm of United International Holding Company, a major player in Saudi finance. Tas’heel put in $20 million and owns 75% of NowAccess, while NowPay keeps 25%. This brings NowPay’s total funding to $31 million, after a key agreement signed earlier in 2025. It’s a smart setup, NowPay provides the tech, and Tas’heel handles the local know-how, rules, and networks.

Mostafa Ashour, NowPay’s founder and CEO, is excited about the fit. “This joint venture allows us to enter Saudi Arabia in a way that is both capital-efficient and deeply local,” he said. “By partnering with Tas’heel, we are combining our payroll technology with a strong on-the-ground presence to deliver financial wellness solutions that work for employers and employees alike.” Saudi Arabia has millions of salaried workers, and its payroll systems are going digital fast thanks to new labor laws and HR upgrades. Employers want tools that keep teams stable and productive.

Egypt’s NowPay in Saudi Arabia hits close to home for many Egyptians. Over a million Egyptians work there, sending money back to families in Egypt. These expats often deal with uneven cash flow, delays in pay or unexpected costs. NowPay’s service could let them access wages early, cut out risky informal loans, and make life steadier. It might even boost remittances, building stronger ties between Egypt and the Gulf.

This isn’t just about one company. It’s part of a bigger wave in Africa and the Gulf. Fintechs are shifting from solo apps to “embedded finance”, slipping services right into payroll or HR systems. Partnerships like this help them follow local rules, win trust, and scale without huge upfront costs. In places like Saudi Arabia, where governments push digital jobs and worker rights, these tools fit perfectly.

For workers, earned wage access means less worry. Imagine finishing a tough week and needing cash for rent or medicine, but payday is days away. With NowPay, you tap your phone, see your earned amount, and get it instantly, minus a small fee. Employers see happier teams; studies show it lowers absenteeism and quits. In Saudi’s growing economy, with sectors like construction, retail, and services hiring fast, this could change how companies handle staff finances.

NowPay’s tech is built secure and simple, integrating with popular payroll software. It tracks hours worked in real-time, so payouts are fair. For the Egyptian workforce, it’s extra meaningful, smoothing dollars home means better schools or homes back in Cairo or Alexandria.

Challenges remain, like Saudi’s strict fintech regs and competition from local apps. But with Tas’heel’s muscle, NowPay looks set. This launch proves African startups can leap into Gulf markets through alliances. As digitization speeds up, expect more cross-border fintech plays linking workers’ wallets to real needs.

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