About us

OUR STORY

Leading Egypt’s Digital Future: The SMART Journey

It All Began from Suez…

The year was 2005. In the historic city of Suez, 73 local grocers became part of a pilot project marked the beginning of what would become Egypt’s most transformative digital payment revolution. We were entrusted with a seemingly simple yet ambitious task: replacing traditional paper-based food subsidy cards with smart cards. SMART, destined to become the region’s premier payment solutions innovator, took the first bold step in a journey that would redefine the very essence of public service delivery.

From Paper to Digital: A Vision Takes Shape

When the Egyptian government sought to modernize the nation’s subsidy system, they turned to SMART. Our mission? Transform paper-based food subsidy cards into sophisticated smart cards. While others saw paper subsidy cards, we envisioned a future where every Egyptian would hold the power of seamless digital transactions in their hands.

Innovation Meets Social Impact

With innovative state of art technology, we crafted a solution that included:

  • Cutting-edge POS terminals
  • Secure smart card architecture
  • Advanced application systems

The result? A staggering 20% reduction in subsidy cost. This wasn’t just efficiency – it was transformation at scale, attesting our expertise in payment technologies.

Success Breeds Success

By 2009, our digital revolution cascaded across Egypt like a tide of transformation:

By adding another 9 governorates to reach 16 governorates

Beyond Basic Services

2009 marked another milestone as our smart cards became the gateway to:

  • Social Security pensions (now Takaful and Karama)
  • Healthcare services in Canal cities
  • Children’s milk subsidy distribution
  • Bread subsidy system

The 2014 Renaissance

2014 became our landmark year of transformation. We made a bold decision: to take complete control of our technological destiny. We:

  • Developed our proprietary “Bread” system
  • Created end-to-end solutions for flour and bread distribution
  • Implemented an innovative points redemption platform
  • Launched nationwide coverage

By the end 2014, the whole country went live.

Guardians of Public Trust

2014-2016 saw us revolutionize our entire payment network and digital architecture. we transform the entire platform to be online with real time transaction processing: WE

  • Partnered with government for enhanced governance
  • Rebuilt and optimized the entire platform
  • Implemented comprehensive monitoring systems

Innovation Never Sleeps

What began as a simple smart card project has evolved into a comprehensive payment gateway network serving millions of Egyptians daily. Today, SMART powers:

  • Digital subsidy distribution
  • Healthcare service access
  • Social security payment systems
  • State-funded treatment programs
  • Automated bread distribution networks

The Numbers Tell Our Story

From 73 grocers to millions of daily transactions. From Suez to covering the 27 governorates of Egypt. Our journey showcases:

  • Nationwide coverage
  • Significant cost savings
  • Enhanced service delivery
  • Reduced subsidy leakage
  • Improved citizen satisfaction

Looking to Tomorrow: The SMART Effect

What sprouted in Suez has blossomed into a sophisticated digital platform that’s reshaping the future of payments and e-government solutions. As a pioneering fintech innovator, we’re not just expanding our horizons – we’re redefining them. Every transaction we process, every solution we deploy, every partnership we forge strengthens our position as Egypt’s premier payment solutions provider. Our mission isn’t just about connecting systems – it’s about empowering dreams, enabling progress, and engineering the future of digital finance.

Where Innovation Meets Impact

SMART: Pioneering Digital Transformation Since 2005

OUR CLIENTS

OUR INDUSTRY IFS LEADERS

Our partnerships span the pillars of Egyptian society, from government ministries to leading corporations. We’re proud to work with:

Government & Financial Institutions

  • Ministry of Supplies and Internal Trade
  • Ministry of Information and Communications Technology
  • Banque Misr
  • Egypt Post
  • CIB
  • EBE

Telecommunications

  • Vodafone
  • Etisalat Misr
  • Orange
  • WE

Technology Leaders

  • ECC
  • Damen
  • Dsquares
  • Advanced Smart Cards Co.

Partner with us to experience the pinnacle of digital transformation. Your future, our innovation.

OUR VISION

Maintain and strengthen our position as payment and e-government solutions service provider. As well as capitalizing on our track record and long experience to become the major player in the payment and fintech businesses in Egypt and eventually the region.

OUR MISSION

To provide state-of-the-art payment and digital solutions to all business sectors in Egypt and eventually the region while focusing primarily on governmental and financial sectors through innovative ideas, talented and well developed staff members, and qualified partners and suppliers and leveraging from our infrastructure to provide alternative payments methods and increase cards and wallets acceptance.

OUR VALUES DEFINE US

At SMART, our values are the pillars of our identity and the foundation of our success. We take immense pride in who we are today and are committed to these core principles:

  1. Mission-Driven Excellence: Our mission is clear: to lead in payment and e-government solutions, not just in Egypt, but across the region. We are relentless in our pursuit of excellence, always aiming to innovate and stay ahead.
  2. Exceeding our Partners’ Expectations is Our Benchmark: Meeting partners’ expectations isn’t just a goal; it’s our benchmark. We go above and beyond to ensure our partners’ expectations are not only met, but exceeded with our cutting-edge solutions.
  3. Empowering Our People: Our people are the heartbeat of SMART. Their creativity and hard work are the engines of our success. Their dedication and creativity drive our achievement and innovation. We are committed to their growth and well-being because their accomplishments are the foundation of our collective realization. Together, we grow and innovate.

 

            “Working at SMART has been an incredible journey. The support and opportunities for growth here are unmatched. I feel valued and empowered every day, knowing that my contributions make a real difference.” – Amr AbdelBasset

“From day one at SMART, I’ve been part of something truly transformative. The collaborative environment here pushes us to innovate while the leadership team genuinely cares about our development. What makes SMART special is how we constantly challenge ourselves to raise the bar, turning ambitious ideas into groundbreaking solutions.” – Mostafa Salama

“Our partnership with Smart has brought about a significant transformation at CARGAS. We replaced the traditional coupon system with an innovative digital solution that enables monitoring fuel consumption, helping us achieve notable savings and enhance fleet efficiency. The advanced technology and continuous support from SMART have allowed us to deliver greater value and superior services to our customers, contributing to the implementation of financial inclusion and digital transformation, while maximizing the efficiency and productivity of vehicle fueling operations and promoting sustainability.”Mahmoud El-Aswany, General Manager of Financial Affairs, CARGAS

  1. Quality without Compromise: While growth is important, quality is paramount. We expand thoughtfully, ensuring that our high standards of service are never compromised. We focus on nurturing our current talent and maintaining excellence in every project.
  2. Impactful Innovation: We are committed to making a positive social impact. Our work with Egypt’s subsidies and bread programs exemplifies our dedication to continuous improvement and innovation. For nearly two decades, we have been enhancing lives and we remain committed to this mission.

 

 

OUR CERTIFICATIONS

Smart Digital Services are on a continuous mission to provide the utmost levels of quality service and security to its clients and be formally recognized for it. Below are SMART’s current list of certificates which ensures compliance with quality and security global standards worldwide:

BOARD OF DIRECTORS

Chairman

Tarek Malash

Eng. Tarek held many responsibilities in different locations such as Sweden, Egypt, and Saudi Arabia. Established “Adcom” a promising start-up in the telecommunication Eng. Malash made many contributions to several telecommunication projects in Egypt, supporting and encouraging the growth of the economy. Currently, he is the chairman of the board of directors in Smart Cards Applications Company & Damen.
Board Member

Hany Assaal

Dr. Hany Mohamed Assal is the current CEO of Globaltronics, the leading Middle East manufacturer of electricity meters and energy management solutions and has more than 30 years of exceptionally successful leadership experience in Information Communication Technology (ICT). Dr Assal also worked as a visiting professor, teaching Telecommunications at Cairo University. He holds both his bachelor and masters from Cairo University and earned his PhD in Electrical Engineering from the University of Stanford.
Board Member and Head of the Human Resources Department

May El Mallawany

Ms. May El Mallawany possesses over 25 years of experience in numerous fields such as Administration, Management, as well as Human Resources. She has been the head of HR in both SMART- a mother company since 2007- as the head of HR and a board member at Damen. Ms. El Mallawany is an AUC Graduate and holds various business-related diplomas and certificates some of which are CPHRC, a financial diploma, and an International Strategy Business diploma.
Board Member

Tarek Assad

Engineer Tarek Assaad is currently working as a Managing Partner at Algebra Ventures, Egypt’s leading VC fund. Eng.Tarek is also a Managing Partner at Ideavelopers where he has been managing $50m of VC investments since 2009, including some of Egypt’s most prominent technology startups.
Eng. Tarek is a director of Smart Card Applications, SiWare and IdealRatings. In this role, he was also responsible for the investment in Fawry, the leading bill payment and presentment company in Egypt, which realized a $100m exit in 2015.
Eng. Tarek started his career as an engineer at Lucent Technologies then as a software developer for SAQQARA Systems, an internet startup in Silicon Valley. He later became General Manager of CID Consulting where he led the company’s high growth, helping it to become one of the leading local consulting firms in Egypt.
Eng.Tarek holds a B.Sc. in Electronics and Communication Engineering from Ain Shams University in Cairo and an MBA from Stanford Graduate School of Business.
Board Member

Ehab Abo Bakr

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Board Member

Tawfik El Bardai

Tawfik El Bardai is the founder of Smart Cards Application . He designed the first Online Banking Network in the world for Credits Lyonnais in France. He taught in both Egyptian and American universities as well as worked as a consultant for numerous American companies. Dr. Bardai currently holds the position of Chairman for the NationalTelecommunication Holding Company (NTC).
Dr. El Bardai obtained his Ph.D. in Computer Communications from the University of California Berkeley.
Chief Executive Officer

AbdelRaouf Hussein

Mr. Hussein has total of 37 years of experience in the Banking and Payments businesses and operations. In June 2009, he joined Banque Misr as Retail Banking Operations – General Manager. From 2016 he maintained leadership position at the bank including the Head of Operations, COO of the International Business and Head of Digital Transformation.
His earlier career includes Operations Director for Mastercard - Dubai, Operations & Technology Director for Citibank - Egypt, and Cards Business Manager for Banque du Caire - Cairo.
He graduate in Business Administration from Cairo University with an Executive Management Diploma from the American University in Cairo, additionally he is a Certified Operations Professional

OUR FOUNDATION

Backed by powerhouse institutions including the National Telecom Holding Company (NTC), Egypt Post, ASC, and Ideavelopers Fund, SMART Digital Services stands on a foundation of trust, innovation, and excellence. This strategic partnership empowers us to push boundaries and create transformative solutions that shape Egypt’s digital future.