Emtelaak: Diversify Your Portfolio with Fractional Ownership
Updated 8/24/2025 9:00:00 AM
Arab Finance: Fractional real estate ownership is an innovative investment model that allows multiple investors to co-own a share of a property, making high-value assets more accessible by significantly lowering the entry barrier.
In Egypt, this model is rapidly gaining momentum, reshaping how people think about property investment. At the forefront of this transformation is Emtelaak, a pioneering company redefining Egyptian real estate through fractional ownership.
In an exclusive interview with Arab Finance, Magdy El Yamani, CEO of Emtelaak, discusses how the company’s strategic partnerships, digital innovation, and investor-centric solutions are making premium real estate more accessible to a broader audience, while driving financial inclusion and digital transformation across the sector.
1-Could you briefly introduce Emtelaak to our readers who may be new to the concept of fractional real estate ownership? What was the core vision behind establishing Emtelaak?
Emtelaak is a pioneering company revolutionizing real estate investment in Egypt through fractional ownership. Our core vision is to make high-value properties accessible to a broader spectrum of investors by dividing ownership into shares.
This innovative model enables individuals to own portions of residential, commercial, administrative, medical, or educational properties at various stages of development, from foundation through to operation. This makes real estate investment more flexible, transparent, and attainable.
We officially launched in December 2024, marked by a strategic partnership with Uptown 6 October, one of Egypt’s foremost developers. This collaboration was our initial step in offering individual investors the opportunity to own property shares in premium projects, such as Grand Uptown Mall.
To date, we have attracted over 250 investors, secured investments totaling EGP 170 million, and sold 1,400 commercial property shares. This is a clear evidence of the strong demand for fractional real estate investments.
2-How do you see fractional ownership changing the traditional real estate landscape in Egypt, particularly for individual investors and those seeking more accessible entry points?
Fractional ownership is transforming the real estate landscape in Egypt by breaking down the high upfront capital barrier that has traditionally limited access to property investment. This model empowers individuals to diversify their investment portfolios without the need to finance an entire property.
In today’s dynamic economy, fractional ownership offers secure and scalable opportunities, fundamentally reshaping how people perceive and engage with real estate.
Thanks to our partnership with Uptown 6 October, investors can now participate in premium projects through flexible entry points, starting with smaller investments. They also benefit from innovative strategies such as Buy-to-Rent, Development and Sale, and Gradual Ownership. These approaches generate steady cash flow, enhance long-term value, and provide more affordable pathways to owning high-quality real estate.
3-Who is Emtelaak's primary target audience, and how are you tailoring your offerings to meet their specific investment needs and aspirations in the current economic climate?
Our primary target audience includes middle-income investors, young professionals, expatriates, and international buyers seeking secure, high-return investment opportunities. To meet their needs, we offer flexible investment options and collaborate with trusted developers such as Uptown 6 October. We also ensure a transparent process designed to help investors grow their wealth while minimizing risk.
Additionally, we support our investors through comprehensive legal contract reviews, detailed feasibility studies, educational resources, and a digital marketplace for the resale of property shares. These services collectively provide a seamless, informed, and confident investment experience.
4-The recent partnership with Fawry Dahab is significant. What were the key drivers behind this collaboration, and how do you anticipate it will enhance Emtelaak's operations and client experience?
Our partnership with Fawry Dahab underscores our commitment to accessibility and convenience. It offers secure, instant digital payment solutions that streamline and accelerate the investment process. This collaboration aligns with our mission to promote financial inclusion and integrate cutting-edge fintech innovations into real estate transactions.
Moreover, this initiative complements our vision of delivering a fully digital investment journey, from property selection and payment to portfolio tracking, making real estate investment more efficient, transparent, and user-friendly.
5-This partnership is a clear step towards digital transformation in real estate. How crucial is digitalization to Emtelaak's long-term strategy, and what further digital innovations can we expect from the company?
Digitalization is central to our long-term strategy. We currently offer seamless digital onboarding, property selection, and payment solutions, strengthened by our partnership with Fawry Dahab.
Looking ahead, we are set to launch investor dashboards for real-time portfolio tracking, implement blockchain-based property records. This is to enhance security and transparency, and deploy AI-powered tools to help investors identify the best opportunities.
Our ambition is to become Egypt’s leading digital-first real estate investment platform, making property ownership as straightforward as investing in shares.
6-The fractional real estate ownership model is gaining traction in Egypt. From your perspective, what is the current size and growth trajectory of this market in Egypt? How much potential do you see for this sector in the coming 3–5 years?
Fractional ownership is still in its early stages but is among the fastest-growing trends in Egypt’s real estate sector. The pilot phase of Emtelaak alone attracted 250 investors, with a total transaction value of EGP 170 million and 1,400 property shares sold, demonstrating strong appetite for this model.
With rising property prices, growing demand for flexible investment options, and government support for digital real estate solutions, we expect exponential growth in the next 3–5 years. Emtelaak is strategically positioned to lead this shift.
7-While the market is growing, could you share some insights into Emtelaak's own performance since its launch in December 2024?
Since our official launch with Uptown 6 October, Emtelaak has seen strong investor interest and rapid portfolio growth.
During our pilot phase, we attracted over 250 investors, raised EGP 170 million, and sold 1,400 commercial property shares. Our current portfolio includes residential, commercial, and administrative units in prime developments such as Grand Uptown Mall and Uptown Residences.
These results confirm that fractional ownership has strong market potential and investor trust.
8-Some discussions around fractional ownership touch upon challenges like secondary market liquidity and valuation mechanisms. How is Emtelaak addressing these aspects?
Transparency and investor confidence are our top priorities. We collaborate with reputable developers, conduct rigorous property valuations, and ensure clear legal ownership structures.
To address liquidity challenges, Emtelaak is developing a digital marketplace for property share resale, enabling investors to easily exit or expand their positions. We also provide regular project evaluations and market insights to ensure fair value and maintain transparency.
9-How does Emtelaak differentiate itself from other players like SAFE, Nawy Shares, or Seqoon?
Emtelaak stands out by offering:
- A diversified portfolio covering residential, commercial, administrative, medical, and educational properties.
- Strategic partnerships with reputable developers like Uptown 6 October.
- A fully digital platform providing onboarding, payments, portfolio tracking, and resale options.
- Investor education and legal support, ensuring safe and transparent transactions.
Unlike competitors focusing on limited segments, Emtelaak delivers end-to-end solutions addressing all investment needs.
10-Looking ahead, what are Emtelaak's strategic priorities for 2025–2026?
Our key priorities include:
- Expanding our portfolio with premium developments through partnerships with leading developers.
- Launching advanced digital tools, including dashboards, blockchain integration, and AI-powered recommendations.
- Exploring regional expansion into markets across the MENA region.
- Introducing new services such as property management for fractional owners, enhanced resale options, and investor education programs.
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