Egypt's Helpoo Receives Undisclosed Funding from Saudi Mobility Platform, Morni

Egypt's Helpoo Receives Undisclosed Funding from Saudi Mobility Platform, Morni

Egyptian mobility startup Helpoo has received undisclosed funding from its counterpart Saudi Arabian mobility solutions company, Morni. The deal was processed by a leading investment provider as well as a mergers and acquisition (M&A) advisory firm, ExitsMENA.

Helpoo will leverage on the investment to strengthen its market footprint, expand operations, and generate revenue streams through new product line extensions. The deal will also see Morni Holding providing Helpoo with technical and strategic support through ongoing consultations, training and exchange of expertise. The investment forms part of Morni Holding’s long-term goal to commit $10 million in the Egyptian market by 2030 through its advisory firm, ExitsMENA.

Managing Director of Morni, Shehail Alshehail said, “We are thrilled to announce that our recent investment in the Egyptian Roadside Assistance industry will have far-reaching and positive implications. It will drive potential economic benefits by attracting foreign capital and expertise, creating jobs and boosting economic activity, and spurring technological advancements and innovation as we bring our cutting-edge technologies and best practices to help propel Helpoo into its next growth phase.”

Shehail added that the investment marks a significant step in fostering strong investor relations between Egypt and Saudi Arabia, which will pave the way for increased cooperation and expansion opportunities.


Founded in 2022, Helpoo is an integrated app which provides a full suite of road assistance and car insurance services to its users in Egypt. It offers prompt high-quality motor vehicle insurance inspections, insurance claim management, and road assist services in Egypt.

Helpoo’s goal is to become a leader in the industry and set new service standards in the field of Inspection and Damage Assessment for Motor Vehicles and Road Rescue Services. Currently, Helpoo is the only startup with its type of license and approval provided by the Financial Regulatory Authority (FRA). It has partnered with Paymob,  Google Maps, Solera, Hikvision among others.

Morni Holding

On the other hand, Morni Holding which was founded in 2014, has served over 1.2 million customers and offers products such as an electronic auction platform, the first third-party administrator of motor claims licensed by the Saudi Central Bank, and the first end-of-vehicle life facility in the MENA region to save the environment by disposing vehicles with zero waste.

Morni Holding is planning its expansion strategy to tap into the region’s Vehicle Roadside Assistance & Automotive Services Market through the advisory of EXITS MENA. Morni wants to create the next super app for roadside assistance, and their investment in Helpoo Egypt will help them get closer to that goal. The funding gives them a significant opportunity to enter the highly underserved Egyptian market and broaden their service reach throughout the entire region.

Advanced Mobility Startups In Egypt

Some mobility startups are making an effort to improve road safety and not only offer ride-hailing services by providing a variety of features on web and mobile applications. These features which include accident detection,  carpooling and car insurance claims just to mention a few tend to reduce fatalities on the road. Helpoo’s rival startups in Egypt are Al-Winch, BlinkApp and Foorera.

The investment in Helpoo is evidence of the startup ecosystem’s resilience in the area and the growing importance of strategic partnerships in advancing growth strategies.