Thursday, January 15, 2026
Tactful AI, an Egypt-based startup recognized for its AI-driven customer experience solutions, has entered into a strategic partnership with Valu, one of the region’s most prominent universal financial technology platforms. Through this collaboration, Valu aims to deliver faster, smarter, and more personalized customer interactions across its expanding digital ecosystem.
As financial technology companies scale rapidly, customer expectations around speed, convenience, and personalization continue to rise. Against this backdrop, Valu is strengthening its customer engagement strategy by integrating Tactful AI’s unified customer experience platform. The partnership focuses on enabling seamless, data-driven interactions while preserving the human element that remains critical in financial services.
Founded by Mohamed Elmasry, Mohammad Hassan, and Sherif Khairallah, Tactful AI has built a platform that allows businesses to manage the entire customer journey through a single, centralized dashboard. From engagement and communication to analytics and journey optimization, the platform enables organizations to understand customer behavior across multiple touchpoints while acting on insights in real time.
Tactful AI’s journey has included key milestones that shaped its growth. In 2022, the company was acquired by Dstny, a European provider of interactive communication tools designed to enhance collaboration between businesses, employees, and customers. Earlier this year, however, Tactful AI returned to independent ownership after being reacquired by its original founders—allowing the company to refocus on its regional vision and product roadmap.
Under the new collaboration, Valu will deploy Tactful AI’s capabilities to unify and automate customer engagement across multiple digital channels. These include WhatsApp, Valu’s website, its mobile application, and various social media platforms. By consolidating these interactions into a single system, Valu can ensure consistent communication, faster responses, and smoother customer journeys across all touchpoints.
In addition to automation, the platform will provide Valu with deeper insights into customer behavior and preferences. These insights are expected to reduce operational friction, improve response accuracy, and help customer service teams resolve issues more efficiently. Importantly, the system is designed to support—not replace—human agents, ensuring that complex or sensitive interactions still receive a personalized, human-led response.
The partnership reflects a shared ambition to elevate customer experience standards within the fintech sector, particularly as digital financial services become more central to everyday life across the region.
“We are proud to partner with a homegrown fintech powerhouse like Valu as it continues to scale its vision of inclusive and accessible finance across the region. This partnership goes beyond technology; it represents a shared commitment to raising the standard of customer experience in financial services. With Tactful AI, Valu can accelerate its services, engage smarter, and gain deeper insights into customer needs at every interaction,” said Mohamed Elmasry, co-founder and CEO of Tactful AI.
By combining Valu’s fintech reach with Tactful AI’s customer experience expertise, the collaboration positions both companies to deliver more responsive, intelligent, and customer-centric digital financial services across Egypt and beyond.
To join our expert panel discussions, reach out to info@intentamplify.com
Recommended News
GoML and EMB Global form a strategic alliance to help enterprises across India and South Asia scale Generative AI from pilots to production-ready systems.
TomTom and SoundHound AI partner to showcase multi-agent, voice-driven navigation at CES 2026, delivering smarter, safer, and more personalized driving experiences.
