TRU

TRU is a consumer finance app operated by Shahry for Consumer Finance, an Egyptian company founded in 2019 by Sherif ElRakabawy and Mohamed Ewis that originally launched as 'Shahry' and later rebranded its app to 'TRU'. It licensed as a consumer finance provider under Egypt's Financial Regulatory Authority (FRA), Consumer Finance License No. 36 (2022). The app lets users split purchases into installment plans at partner merchants, including 'TRU Flex' plans of up to 60 months with adjustable terms and 'TRU Zero' 0%-interest plans up to 18 months, plus larger premium financing for big-ticket items such as cars and home furnishings, including an integration with car marketplace Sylndr. TRU reports partnerships with over 1,600 merchants and roughly 2,000 physical points of sale in Egypt, and is available as an iOS and Android app supporting Arabic and English.