AtlantaSanad unveils ‘Assia,’ Morocco’s first AI-powered insurance assistant

Friday 19 September 2025 - 11:20

By: Dakir Madiha

AtlantaSanad unveils ‘Assia,’ Morocco’s first AI-powered insurance assistant

AtlantaSanad Assurance has launched Assia, Morocco’s first artificial intelligence-based insurance assistant, marking a milestone for the country’s insurance sector. Assia is designed to provide personalized, real-time customer service 24/7, offering seamless access to insurance services beyond traditional office hours.

The AI assistant can perform a variety of tasks, including assisting customers with auto accident claims, guiding them through amicable observations, clarifying required documents for claims, and explaining insurance guarantees, conditions, and thresholds. It also advises on subscribing to insurance products, managing claims, and navigating savings and retirement product options.

Driving innovation in insurance

According to Jalal Benchekroun, General Director of AtlantaSanad Assurance, Assia represents a key step in the company’s innovation strategy. “The launch of Assia reaffirms our commitment to integrating technology into insurance services, making them more accessible and customer-focused,” he said.

The name “Assia” reflects the company’s focus on artificial intelligence (“AtlantaSanad Solutions IA”) and its mission to enhance the customer experience. The tool builds on AtlantaSanad’s previous chatbot solutions, which enabled users to request quotes, declare claims, and track updates through instant messaging platforms.

Assia aims to reduce friction in the claims process, clarify contract terms, and increase transparency, while maintaining a balance between automation and human interaction. Routine queries are handled by the assistant, while complex cases are escalated to human agents to ensure personalized support.

A leader in Morocco’s insurance landscape

AtlantaSanad Assurance, formed in 2020 through the merger of two leading companies under the Holmarcom Group, offers life and non-life insurance products across Morocco’s 12 regions. With a network of over 360 exclusive agents and 300 broker partners, the company has become a key player in Morocco’s insurance sector.

The company has also strengthened its bancassurance partnerships, becoming the exclusive partner of Crédit du Maroc as of January 2025. It collaborates with Barid Cash to provide inclusive insurance options, regulated by the CNRA.

By introducing Assia, AtlantaSanad continues its digital transformation, aiming to make insurance more transparent, efficient, and responsive to the evolving needs of its customers.