Attijariwafa Bank launches “Simple”, Morocco’s first neobank

13:00

Attijariwafa Bank has officially unveiled “Simple”, presented as the first neobank in Morocco, marking a new milestone in the country’s banking and digital transformation landscape. The launch event took place in Casablanca and highlighted the group’s ambition to modernize banking services and expand financial accessibility through digital solutions.

The new platform was designed to meet the expectations of customers seeking faster, more accessible, and user-friendly banking services. Building on the experience gained from L’bankalik, the bank’s digital banking service launched a decade ago, Simple aims to offer a fully digital experience adapted to modern lifestyles and smartphone usage.

According to bank officials, L’bankalik played a key role in accelerating digital banking adoption, particularly during the Covid-19 period, when online financial services became increasingly essential. With more than one million users and strong customer satisfaction, the platform laid the foundation for the development of Simple.

The neobank offers several account packages tailored to different customer profiles. “Simple Go” targets the general public, while “Simple Plus” includes additional premium features such as a Gold card. “Simple Prime” provides dedicated advisory services and an upgraded banking experience, while “Simple Metal” focuses on premium clients seeking exclusive services and benefits.

In addition to traditional banking operations, Simple introduces community-oriented and innovative features. “Simple One” is specifically designed for teenagers aged between 12 and 17, allowing parental supervision and financial education. “Simple Pay” enables QR-code payments as an alternative to cash transactions, while “Simple Share” encourages customer referrals and social interaction within the platform.

The neobank also plans to expand services for Moroccans living abroad through account aggregation and personalized digital tools. Other thematic services linked to travel, mobility, entertainment, and special deals are expected to strengthen customer engagement and integrate banking into everyday life.

Although Simple is built around a digital-first model, the bank emphasized the importance of physical accessibility through a nationwide network of thousands of service points and partnerships with commercial distribution channels. The integration of artificial intelligence is also expected to improve personalization and simplify customer interactions.

With the launch of Simple, Attijariwafa Bank reinforces its position as a pioneer in banking innovation in Morocco. The initiative reflects the growing importance of fintech solutions in the region and the increasing demand for flexible, mobile-centered financial services.