By : Wael Magdy

Before Egypt’s fintech ecosystem reached its current momentum, three young entrepreneurs, Mohamed Khalifa, Fatma Khalifa, and Omar Kamel, set out to rethink how people experience money. They envisioned a platform aligned with how today’s generations live, communicate, and manage their money. This vision led to the foundation of Kiwe in 2021, the fintech startup created to transform the way money is moves, shared and experienced in Egypt.

The founders believed their generation needed more than access to financial services — they needed clarity and understanding. From this belief, Kiwe was born, built on the conviction that true financial empowerment begins with knowledge. Over the past few years, the Kiwe team worked methodically to study Egypt’s market dynamics, user behavior and the shifting generational mindset moving away from traditional money management toward a more relevant and modern experience.

In light of today’s challenging macroeconomic conditions, the team recognized that the issue is no longer financial inclusion alone, but financial literacy, the ability to manage money responsibly, make informed financial decisions and plan effectively for a more secure and comfortable future.

Omar Kamel, Co-Founder, commented: “We believe our generation deserves a more relevant and informed way to manage money. In today’s economic climate, the priority is no longer financial inclusion alone, but financial literacy. Users need platforms that empower them to make informed decisions, better understand their finances and build sustainable financial habits for the future.”

Building on this generational shift, the founders focused not only on functionality, but also on how financial services are experienced in everyday life.