Waseela was licensed in February 2021, it was founded through a partnership between AUR Finance and Egyptian Gulf Holding for Financial Investment. Waseela operates in the field of microfinance and offers individual and group lending products.

This company aims to provide quick and innovative financial products for Micro and Small enterprises that have been operating for a minimum of 1 year in a variety of sectors: Trade, Transportation, light manufacturing, agriculture as well as many others.