Valu Jordan, a leading universal financial technology powerhouse in the Middle East and North Africa (MENA), has opened a new branch at Sweifieh Village as part of its ongoing expansion strategy. The new location marks another milestone in the company's continued growth. It reinforces its commitment to making its flexible Buy-Now, Pay-Later (BNPL) solutions more accessible to customers across the Kingdom.

The new branch reflects Valu Jordan's vision of creating a seamless, multi-channel customer experience that combines the convenience of its digital platform with a physical presence in strategic locations, making flexible payment solutions more accessible and better integrated into customers' everyday lives. In celebration of the Sweifieh branch opening, Valu will launch a special offer of 20 JOD cashback on every new account activation completed between 5 and 15 August 2026.

Located in Sweifieh Village, the new branch joins Valu's existing locations at King Hussein Business Park and Taj Mall. Customers can explore the company's services, receive assistance with setting up their Valu accounts, complete the registration process within minutes, and instantly access their approved credit limit, subject to the company's assessment and approval procedures. They can then begin using Valu's flexible payment solutions through repayment plans tailored to their needs, and approved credit limits.

The expansion of Valu's physical presence accompanies the continued growth of its partner network, which includes a diverse portfolio of local and international merchants and brands across retail, electronics, education, services, e-commerce, and lifestyle.

Commenting on the opening, Mohammad Al-Yousef, Chief Executive Officer of Valu Jordan, said, “The opening of our branch in Jordan marks another milestone in our journey to build a financial ecosystem that is more closely connected to people's everyday lives and evolving needs. For us, growth is not defined by the number of locations alone, but by our ability to meet customers where they are and provide an experience that combines the convenience of technology with the value of personal interaction. As we continue to expand our network of partnerships and broaden access to our services, we remain focused on shaping a more flexible financial model that supports everyday life while addressing future needs, in line with our vision for sustainable growth in the Jordanian market.”

The new branch is the latest step in Valu Jordan's expansion since launching operations in the Kingdom in May 2026, following final approval from the Central Bank of Jordan and the completion of all regulatory and operational requirements under its specialized finance license. Since then, the company has built a growing network of partnerships with leading businesses, brands, and digital platforms across multiple sectors, expanding access to flexible payment solutions that meet the evolving needs of consumers and merchants alike.

Valu Jordan provides digital financial solutions that enable customers to access flexible payment options through a seamless digital experience. Its services are powered by a data-driven credit assessment model designed to promote responsible, secure, and regulated use of financial solutions.

-ENDS-

About Valu
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) is the leading universal financial technology powerhouse in the Middle East and North Africa (MENA), offering customers and businesses convenient and comprehensive financial solutions. It is the first fintech company providing consumer finance to become a listed company on the Egyptian Exchange (EGX), representing Valu’s growth journey and dynamic business model.
In Jordan, Valu offers innovative digital financing solutions. In its initial phase, it provides ‘Buy Now, Pay Later (BNPL)’ services with financing plans for up to 60 months through a wide network of merchants. Through a seamless experience that helps customers manage their expenses, Valu aims to provide smart solutions that enable the Jordanian market to manage its finances in alignment with customers' needs and aspirations.

Valu operates in Jordan under a Specialized Finance license, after receiving final approval from the Central Bank of Jordan (CBJ). This reflects the company’s commitment to providing responsible, regulated financial solutions that support greater financial inclusion and enhance the user experience in the digital finance sector.

Valu also aims to build strategic partnerships with various entities in the local market, contributing to the development of the consumer finance ecosystem and expanding the reach of digital financial services across the Kingdom.

Learn more about us at www.valugroup.com 
For further information, please contact:

The Valu Public Relations Team 
publicrelations@efgholding.com

May El Gammal
Group Chief Marketing & Communications Officer
melgammal@efgholding.com

Omar Salama
Head of Communications
osalama@efgholding.com  

Albatool Alfayez
Marketing Manager – Valu Jordan
balfayez@valugroup.com

Note on Forward-Looking Statements:
In this press release, Valu may make forward-looking statements, including, for example, statements about management’s expectations, strategic objectives, growth opportunities, and business prospects. These forward-looking statements are not historical facts but instead represent only Valu’s belief regarding future events, many of which, by their nature, are inherently uncertain and are beyond management’s control and include, among others, financial market volatility; actions and initiatives taken by current and potential competitors; general economic conditions and the effect of current, pending, and future legislation, regulations and regulatory actions. Accordingly, the readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made. Readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made.