Masary

Cover Block

Attribute	Value
Name	Masary
Tagline	Egypt-based payment facilitator with 25k POS terminals and bill payments
Headquarters	Giza, Egypt
Founded	2007 [PitchBook]
Stage	Growth / Late Stage
Business Model	B2B2C
Industry	Fintech
Technology	Software (Non-AI)
Geography	Middle East / North Africa
Growth Profile	Venture Scale

Links

• Website: https://e-masary.com
• LinkedIn: https://www.linkedin.com/company/masary-egypt

Summary and Signal

Masary is a long-established Egyptian payment facilitator that has built a substantial physical distribution network for cash-based digital transactions. The company reportedly holds a 30% share of the bill payments market [Daily News Egypt, 2019]. Founded in 2007, the business operates as a payment aggregator that connects consumers via a network of point-of-sale terminals and agents to services for mobile top-ups, utility bills, and government payments [Crunchbase].

Its core differentiation is an asset-heavy, offline-first approach, integrating with banks and telecom operators to deploy thousands of terminals; reported figures range from 25,000 to over 70,000 service points [Perplexity Sonar Pro Brief] [ZoomInfo]. Mohamed Nagy is identified as Chairman & CEO [The Org, 2026]. The company appears to be privately funded, generating revenue from transaction fees [Perplexity Sonar Pro Brief].

Data Accuracy: YELLOW -- Core operational claims are sourced from dated news reports or unverified third-party profiles; employee and revenue figures are conflicting and uncorroborated.

Taxonomy Snapshot

Axis	Classification
Stage	Growth / Late Stage
Business Model	B2B2C
Industry / Vertical	Fintech
Technology Type	Software (Non-AI)
Geography	Middle East / North Africa
Growth Profile	Venture Scale

Company Overview

Masary was founded in 2007 and is headquartered in Giza, Egypt. It operates as a payment facilitator and aggregator, integrating with banks, mobile operators, and government services to process transactions across a network of physical points-of-sale [Perplexity Sonar Pro Brief].

A 2019 statement from the company's chairperson and CEO outlined a target to double its POS terminal footprint to 150,000 by the end of 2020 [Daily News Egypt, 2019]. More recent data suggests a network of 25,000 POS locations nationwide [Perplexity Sonar Pro Brief], though a separate source cites over 70,000 service points [ZoomInfo]. Bee Smart Payment Solutions and Masary Egypt have consolidated under the name BASATA [Wuzzuf].

Data Accuracy: YELLOW -- Market share and expansion targets are from a single 2019 source; current network size and corporate status are reported with conflicting figures.

The Product and the Stack

Masary operates a payment aggregation platform that connects consumers and businesses to a broad network of service providers through physical and digital channels. The core offering acts as a non-traditional agent for mobile operators, landlines, internet service providers, and government entities, enabling cash payments [Perplexity Sonar Pro Brief]. This is executed through a reported network of 25,000 to 70,000 point-of-sale terminals [ZoomInfo]. The platform provides real-time transaction processing, mobile applications, and online account management for over 120 payment services [Perplexity Sonar Pro Brief] [ZoomInfo].

Technologically, the platform's architecture is not detailed in public materials. The requirement for real-time processing and integration with numerous banks, telecoms, and government systems suggests a backend built on enterprise-grade software.

Metric	Value
Masary Bill Payment Share (2019)	30 %
Fawry & Masary Combined Bill Payment Share	>50 %
MEA Digital Payments Market (2023)	80 $B

Data Accuracy: YELLOW -- Market share claims are from a single 2019 source; the broader MEA sizing is an analogous estimate.

The Competitive Field

Masary operates in a mature, fragmented Egyptian fintech market. A direct comparison of key players highlights the crowded field.

Company	Positioning	Stage / Funding	Notable Differentiator
Masary	Egypt-based payment facilitator	Growth / Late Stage; no public funding	Legacy physical network of 25k+ POS locations
Fawry	Leading Egyptian e-payments platform	Public (EGX: FWRY)	Dominant market share, extensive digital banking integrations
Bee	Payment solutions provider	Private	Merged operations with Masary Egypt
Aman	E-payment services provider	Private	Listed as direct competitor
Sadad	Electronic bill payment network	Private	Regional presence in MENA bill payment corridors

Masary's defensible edge rests on its reported 25,000 POS terminal footprint and its status as a non-traditional agent for major telecom operators and government entities [Perplexity Sonar Pro Brief]. The 2019 target to reach 150,000 POS terminals appears to have been missed [Daily News Egypt, 2019]. The reported merger of Bee and Masary Egypt under the BASATA brand points to industry consolidation [Wuzzuf, 2026].

Opportunity

Masary’s opportunity hinges on converting its physical footprint into a multi-service payment platform for Egypt’s 110 million consumers. The company acts as a non-traditional agent for major mobile operators, ISPs, and government services, processing bill payments that, combined with rival Fawry, account for the majority of the market [Ken Research].

Scenario	What happens	Catalyst
Government Mandate	Masary becomes the exclusive partner for national subsidy programs.	A formal partnership with the Ministry of Finance.
Merchant Banking	The POS network evolves into a full-service merchant acquirer.	Launch of a proprietary business dashboard.
Embedded Finance	Payment APIs become the backend for e-commerce platforms.	Release of a developer-friendly API suite.

Data Accuracy: YELLOW -- Core metrics like POS count are cited from older press and unverified databases. Growth scenarios are extrapolations.

Sources

1. [PitchBook] Masary 2026 Company Profile | https://pitchbook.com/profiles/company/265187-17
2. [Daily News Egypt, 2019] Masary targets doubling POS to reach 150,000 POS end 2020 | https://dailynewsegypt.com/2019/06/17/masary-targets-doubling-pos-to-reach-150000-pos-end-2020-has-30-market-share-chairperson-ceo/
3. [Crunchbase] Masary - Crunchbase Company Profile | https://www.crunchbase.com/organization/masary
4. [Perplexity Sonar Pro Brief] Masary (e-masary.com) | https://e-masary.com
5. [ZoomInfo] Masary - Overview, News & Similar companies | https://www.zoominfo.com/c/masary/346126352
6. [The Org, 2026] Mohamed Nagy - Chairman & CEO at Masary Egypt | https://theorg.com/org/masary-egypt/org-chart/mohamed-nagy
7. [Wuzzuf, 2026] Jobs and Careers at Basata in Egypt | https://wuzzuf.net/jobs/careers/Masary-Egypt-11058
8. [Ken Research] Egypt Remittance Market Size | https://www.kenresearch.com/industry-reports/egypt-remittance-market
9. [Daily News Egypt, 2020] EGX awaits IPOs of 3 e-payments companies in 2021 | https://www.dailynewsegypt.com/2020/09/27/egx-awaits-ipos-of-3-e-payments-companies-in-2021/