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eCards Rebrands to eNovate in Line with Its New Strategy for Development and Innovation

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eCards, a subsidiary of eFinance Investment Group, has announced a rebrand, changing its name and logo to "eNovate" instead of "eCards," in line with the company's new strategy of innovation, development, and expansion into more services and activities.
The new name signifies a blend of digital and electronic solutions, represented by the letter "E" as a common identity among all companies in the eFinance Investment Group, and "Novate," derived from the word "innovate."


eNovate (formerly eCards) explained that the new name was chosen to build on its successes in supporting the digital transformation of many national projects for ministries, agencies, and banks over the past 15 years. The company has undergone several structural changes and added many innovative digital services to align with its new strategy, which aims to adapt to the changing dynamics of the market, prompting the need to develop both the name and the brand.


Ibrahim Sarhan, Chairman of eNovate (formerly eCards), stated that the continuous and rapid developments in technology require all players in the sector to continue evolving, keeping up with new trends, and even contributing to change and innovation to meet market demands and expectations. He added that the eFinance Group is committed to continued development and investing heavily to strengthen the group's infrastructure and various subsidiaries, ensuring they are better positioned to keep up with developments and contribute strongly to innovation within Egypt’s and international financial technology markets, while expanding existing activities and adding new ones.


On her part, Nashwa Kamel, CEO of eNovate (formerly eCards), noted that the company will undergo further development and expansion to support innovation and management, contributing to the creation of a competitive edge in the market by offering a range of unique and diverse services and products for managing and operating smart digital payment solutions. This includes updating and fully automating the card center and expanding into several new solutions and services.


It is worth noting that eCards, a subsidiary of eFinance Investment Group, was established in 2020 to be the main arm for issuing and managing government and bank-issued cards, both banking and non-banking. The company has worked on digitizing payments for many large national projects and has issued more than 50 million cards over the years, including Takaful and Karama cards, the Falah Meeza card, pension cards, and many smart solutions for the transportation sector, among other projects with both public and private sectors in various fields.


eCards has expanded its services to include integrated solutions for digital payment systems and provided innovative digital solutions for financial and non-financial institutions. Its aim is to enable organizations to adopt modern payment technologies and promote financial inclusion through digital services that facilitate safe and efficient electronic payment operations.
 

Know More About eNovate

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