eCards Rebrands to eNovate, Signaling Strategic Shift Towards Innovation and Expansion – Fintech News Egypt

Egypt – eCards, a subsidiary of e-Finance Group for Financial and Digital Investments, has officially rebranded as eNovate, aligning with the company’s new strategy to drive innovation, expand its service offerings, and strengthen its market presence. This name change reflects a broader shift towards digital transformation and modernization in line with the evolving technological landscape.

The newly coined name, eNovate, merges “E,” representing the shared digital identity of E-Finance Group companies, with “Novate,” symbolizing the commitment to innovation. This rebranding marks the next chapter for eNovate, building on the company’s 15-year legacy of advancing Egypt’s digital transformation through national projects with ministries, agencies, and banking institutions.

Expanded Services and Digital Innovation

Alongside the rebrand, eNovate has introduced several structural changes and launched a suite of innovative digital services. These developments are aimed at reinforcing the company’s commitment to adapting to shifting market demands and positioning itself at the forefront of digital transformation. The new brand represents a strategic direction that encompasses not only digital payments but also an array of smart solutions for digital transactions.

Meeting Market Demands

Ibrahim Sarhan, Chairman of the Board of eNovate, emphasized the necessity for continuous evolution in the tech sector. “The fast-paced advancements in technology call for us to keep innovating and adapting to meet market needs. This rebranding is part of our commitment to foster progress and provide solutions that meet the aspirations of today’s digital landscape,” said Sarhan.

Sarhan noted that E-Finance Group remains committed to substantial investments in infrastructure across its subsidiaries, enhancing the group’s ability to innovate and remain competitive within Egypt and beyond. This expansion also aligns with eNovate’s ambition to broaden its activities, adding fresh services to its existing offerings.

Future Plans for eNovate

Nashwa Kamel, CEO of eNovate, stated that the rebrand paves the way for further growth and innovation. “The new identity positions us to create a competitive edge by offering diverse services that manage smart digital payment solutions, along with enhancing and fully automating our card management center. We are also expanding a variety of solutions and introducing new services to better serve our clients,” Kamel said.

Pioneering Digital Payments in Egypt

Since its establishment in 2020, eNovate has been instrumental in Egypt’s digital payment ecosystem, serving as the primary provider of banking and non-banking card issuance and management for government and financial institutions. The company has issued over 50 million cards, including Takaful and Karama, Falah Meeza, and pension cards. eNovate also provides smart payment solutions for public transportation and other national projects, offering innovative digital solutions that facilitate safe and efficient electronic transactions.

Through its continued focus on integrated digital payment systems and modern payment technologies, eNovate is dedicated to enhancing financial inclusion in Egypt by simplifying digital payment processes for financial and non-financial institutions.

About eNovate

A subsidiary of E-Finance Group for Financial and Digital Investments, eNovate (formerly eCards) specializes in digital payment solutions and card management for both the public and private sectors. With a focus on driving digital innovation, eNovate plays a central role in Egypt’s financial ecosystem, providing cutting-edge solutions for electronic payments and financial inclusion.

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