Attijariwafa bank, one of Morocco’s largest financial institutions, has launched Simple, a full-scale mobile neobank aimed at capturing a wide spectrum of the market. The move replaces its decade-old digital arm, L’bankalik, signaling a major strategic shift to compete directly with modern fintech platforms and tackle the country’s reliance on cash.
Quick Facts
- Replaces L’bankalik, which had over one million clients.
- Operates as a super app with four subscription tiers.
- Combines digital-first experience with a 7,000-point physical network.
- Features instant payments, travel booking, and investment tools.
From L’bankalik to a Broader Ambition
Simple marks a significant recalibration for the banking giant. Its predecessor, L’bankalik, successfully attracted over a million young, first-time banking clients and achieved profitability. However, Simple is designed with a much broader audience in mind, targeting families, merchants, Moroccans residing abroad, and premium clients who may already have accounts with other banks.
This new strategy was summarized by the group’s leadership, who told journalists to, “Keep your main bank and test Simple as a secondary bank,” an open invitation for already-banked customers to trial its platform. The onboarding process is fully digitized, allowing users to sign up in minutes via the app using biometric verification and a national ID scan, and then pick up a card from retail partners or have it delivered.
A “Super App” to Unseat Cash
Attijariwafa bank is positioning Simple as more than just a banking app, aiming to create a comprehensive digital ecosystem. Ghyzlaine Alami Marrouni, executive director at the bank, noted that customer expectations are now set by platforms like Spotify, Instagram, and Glovo, not traditional banking.
“Simple is not just another banking application – it is a direct response to what clients expect today from their bank: speed, fluidity, and an experience truly integrated into their daily lives,” she stated at the launch.
A core feature is Simple Pay, which facilitates free, instant QR code payments between Simple and Attijariwafa bank clients. Alami Marrouni framed this as a direct challenge to the nation’s cash-dominant economy. “Cash is a real problem in our country,” she declared, highlighting Simple Pay’s potential to digitize everyday transactions.
The platform extends into multiple lifestyle and financial verticals:
- Simple Trip: An integrated travel booking engine with discounts on accommodations.
- Simple Invest: Access to savings products, funds, and stock market participation from as little as MAD 10 ($1).
- Simple One: A parent-controlled account for adolescents aged 12 to 17.
- Credit: In-app consumer and mortgage credit with real-time approval.
A Hybrid Model Blending Digital and Physical
Despite its digital-first approach, Simple will leverage Attijariwafa bank’s extensive physical footprint of over 7,000 branches, Wafacash outlets, and ATMs. The group calls this a hybrid model, combining the seamless experience of a digital platform with the on-the-ground accessibility required in a market where in-person interactions are still common.
Rachid Kettani, Deputy CEO at the bank, emphasized that the launch is part of a wider effort to accelerate financial inclusion. He noted that Simple merges the robust infrastructure of a major bank with the agility of a fintech, with artificial intelligence set to play a key role in personalizing the client experience.
Bank officials confirmed that Simple is built on an open, API-driven, and cloud-ready architecture, enabling the rapid deployment of new features. While speculation suggested the launch was a preemptive strike against Revolut’s potential market entry, the bank denied this, stating the project was the result of a long-term internal transformation initiative.
About Attijariwafa Bank
Attijariwafa Bank is a leading Moroccan and African banking and financial group. Headquartered in Casablanca, it operates across 26 countries, offering a comprehensive range of financial services to retail, corporate, and institutional clients. The group is a major player in driving financial innovation and inclusion across the continent.
Source: Morocco World News
