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Heya Fawry Press Release

UK, private sector companies and civil society organizations enable women’s economic empowerment in Egypt through ‘Heya Fawry’

Fawry, Unilever, AXA, AWEF, Baheya, Mersal, Plan International and Resala come together to support women’s economic inclusion.

15 October – The British Ambassador to Egypt Sir Geoffrey Adams welcomed 40 Egyptian women to the Embassy today to celebrate their successful achievements as new “Heya Fawry “agents. “Heya Fawry” is a joint initiative between Fawry, a leading Fintech platform in Egypt, Unilever, AXA Egypt, and several leading Egyptian NGOs including Baheya, Mersal, Plan International and Resala.

The initiative, funded by the UK’s Department for International Development (DFID) under the Arab Women’s Enterprise Fund (AWEF) programme, directly supports Egypt’s vision towards women’s economic empowerment and financial inclusion.

The event, held at the Embassy, also witnessed the launch of the second phase of “Heya Fawry”, which aims to increase the number of female agents and partnerships. “Heya Fawry” encourages low-income female consumers to access life-enhancing e-payment services and everyday-life consumer goods directly through other women in their local community.

In the pilot phase, civil society organisations such as Baheya, Mersal, Plan International and Resala, played a critical role in selecting the women to become agents. Each agent received a Fawry POS machine as well as the necessary training on how to operate it. To date 150 women have joined as “Heya Fawry” agents.

Unilever trained the female agents on procuring and trading consumer goods within their communities. Meanwhile, AXA Egypt offered the “Heya Fawry” agents various insurance packages such as life insurance and hospitalisation benefits.

The second phase will bring key partners together to scale-up the initiative by offering 400 Egyptian women – across different governorates – the chance to be part of the “Heya Fawry” e-payments network.

Sir Geoffrey Adams said: “This strong collaboration between the UK, private sector companies and civil society organisations is a great example of how we should work together to achieve women’s financial inclusion. I look forward to seeing future initiatives like “Heya Fawry” that digitalise finance and improve women’s access to it”.

Yomna Mustafa, AWEF Egypt’s Country Director, said: “AWEF is proud to support forward-thinking and collaborative initiatives such as “Heya Fawry” that stimulate sustainable systemic change toward women’s economic inclusion. We hope that this event will spur further innovations among financial services providers willing to develop gender-smart strategies and tap into one of Egypt’s most underutilised resources: women.”

During the event, the top achieving female agents received certificates for their success in “Heya Fawry’s” first phase. The award ceremony brought together the managing directors of Fawry, Axa Egypt, Unilever, as well as the other partners.

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Notes to Edits:

About AWEF:
The Arab Women’s Enterprise Fund (AWEF) is a five-year program, which aims to address barriers to women’s economic inclusion in the Middle East and North Africa (MENA) region. Financed by the UK’s Department for International Development (DFID) until 2020, the programme uses an innovative market system approach to understand the underlying constraints to women’s economic empowerment in targeted markets, such as financial services, ready-made-garments and food. AWEF works with key stakeholders to make these markets better work for low-income women. It aims to increase economic opportunities and well-being for 150,000 low-income women in the region.

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