Egypt's Beltone Financial Holding announced on Sunday the strategic rebranding of its consumer finance subsidiary from BelCash to seven. The move aims to reinforce Beltone's position as a leading consumer finance powerhouse, offering innovative fintech payment solutions that bridge the gap between financial capability and aspiration. seven, formerly known as BelCash, aims to be the easiest, fastest, and most reliable financing tool for individuals across sectors such as education, healthcare, travel, electronics, home finishing, furniture, and automotive. The company enables customers to make purchases and repay them over periods of 6 to 60 months. Reaching an impressive portfolio of 1.3 billion Egyptian pounds ($42.2 million) in less than five months after the rebranding is a strong testament to the company's success. The rebranding of BelCash to seven is part of Beltone's broader efforts to expand its non-banking financial institutions (NBFIs) platforms. This platform encompasses private equity, direct investment, leasing, factoring, venture capital, and microfinance. Beltone seeks to provide comprehensive and disruptive financial solutions that meet the evolving needs of the market while supporting economic growth and development. Magd Darwish, CEO of seven, emphasised that seven stands out in the market by offering a diverse range of products and services. "With an unwavering commitment to customer satisfaction, seven not only offers a diverse range of products but also goes above and beyond by actively supporting individuals during pivotal moments in their lives. Whether it is crucial milestones like education, healthcare, or home finishing, seven stands as your trusted partner in investment, ensuring your success." Darwish said. seven has also embarked on an ambitious expansion plan across various regions in Egypt, including greater Cairo, Alexandria, the Delta region, Upper Egypt, and the Red Sea. This exemplifies seven's dedication to reaching a wider audience and making its innovative products accessible throughout the country.
