Ahmed Masloh, a fintech and digital transformation expert, said financial technology means using modern technology and digital solutions to develop financial services and transactions, making them faster, easier and cheaper and available to a wider range of users, which helps advance financial inclusion.

Masloh explained that “fintech” is short for financial technology and refers to combining technology with financial services to develop the way these services are delivered and improve the customer experience. He noted that the success of this approach depends on offering solutions that meet real needs and make financial services easier to use.

He added that the relationship between banks and fintech companies is no longer limited to traditional competition but is increasingly moving toward integration and cooperation, combining the strength of banking institutions with fintechs' ability to innovate and develop digital services.

He explained that banks hold key strengths, including customer trust, large customer bases, risk-management expertise, the ability to meet regulatory requirements and financial infrastructure. Fintech companies, by contrast, stand out for their agility, fast innovation and customer-experience-focused solutions, aiming to deliver services at lower cost and higher speed.

He pointed out that integration between the two sides highlights the importance of strategic partnerships, open banking and application programming interfaces (APIs), as tools that allow systems to connect and services and data to be exchanged securely and in an organized way, with customers' consent, supporting the development of financial solutions that meet their needs.

Masloh stressed that one of the biggest mistakes fintech companies can make when expanding beyond their home markets is assuming that a model that succeeded in one country can be applied in the same way in every other market, without considering each market's different conditions and requirements.

He noted that markets differ in customer behavior, levels of digital literacy, payments infrastructure, and legislation and regulatory controls, which makes understanding these differences an essential step before making expansion decisions.

He continued that customer needs vary from country to country, as do the most widely used payment methods and the degree of reliance on e-wallets, bank cards, instant transfers and mobile payments, which requires adapting products and services to the nature of the target market.

He explained that successful regional expansion rests on three main pillars: first, studying the market and understanding customers' needs and behavior before entering; second, adapting products, services and operating models to each market's characteristics; and third, complying with local legislation and cooperating with regulators and licensed financial institutions.

Masloh pointed out that the challenges of expanding in the Middle East and North Africa and in African markets are not limited to technology, but include a set of interconnected factors that affect companies' ability to enter markets and keep growing within them.

He said regulatory challenges top the list, given the differing legislative and regulatory frameworks across countries, particularly regarding licensing, data protection, anti-money laundering and electronic know-your-customer procedures, which requires a precise understanding of each country's local requirements.

He added that uneven levels of technological infrastructure are another challenge, whether in payment systems, telecommunications and digital infrastructure, or in how ready financial institutions are to integrate with new solutions, which affects how services are delivered and whether they can be scaled.

He stressed that customer trust is a cornerstone of successful digital financial services, explaining that an easy-to-use app alone is not enough: the customer also needs to feel secure, know their data is protected and be confident that their transactions will go through successfully.

He noted that cross-border payments in turn face challenges linked to differences in payment networks, currencies, settlement systems, fees and regulatory procedures between countries, which affect the speed and cost of money transfers.

He affirmed that entering a new market is not in itself proof of successful expansion. The real challenge lies in building a business model capable of growing and generating a sustainable economic return, while managing operational and regulatory requirements across different markets.

On the role of technology and innovation, Masloh said technology has become a key driver reshaping the financial and banking sector, its role having gone beyond merely improving existing services. He highlighted the importance of artificial intelligence, data analytics and regulatory technology in supporting regional expansion.

He explained that artificial intelligence can be used to analyze customer behavior, detect fraud, assess credit risk, improve customer service and forecast demand for financial services, as well as help raise operational efficiency and cut costs.

He added that data analytics helps financial institutions understand customer needs in greater depth, develop tailored products that meet those needs and make more accurate, data-driven decisions.

He noted that regulatory technology solutions help automate regulatory compliance procedures, transaction monitoring, anti-money laundering and customer identity verification, helping reduce operational and non-compliance risks.

On sustaining growth after entering markets, Masloh stressed that the success of regional expansion should not be measured only by the number of countries a company operates in or the number of customers it attracts, but by its ability to build a sustainable and profitable business model.

He explained that achieving this goal depends on offering services that solve real problems for customers and give them a better experience, building an operating model that can scale without costs rising at the same pace as the customer base, and having clear and sustainable revenue streams, rather than settling for growing user numbers.

He added that managing operational, technological and credit risks and complying with local legislation are key factors for continued growth, alongside building strong partnerships with banks, financial institutions and payment service providers, and strengthening cooperation with regulators.

Masloh concluded by stressing that sustainable regional expansion requires combining market understanding, innovation, operational efficiency and risk management, while using partnerships to deliver real value to customers and turn geographic reach into lasting economic growth.