Transforming Digital Banking with Simple
Ten years after the inception of L’bankalik, Attijariwafa Bank has taken a significant leap forward in its digital transformation by introducing Simple, a state-of-the-art mobile banking platform designed as a "Super App" that merges banking services, payment functionalities, lifestyle features, and community-oriented tools. With this innovative service, the banking group aims to further democratize access to financial services and establish its presence in the realm of everyday digital usage.
According to Attijariwafa Bank, Simple is distinguished by its user-centric approach, particularly in an era where customer expectations are heavily influenced by major international digital platforms. The goal is to offer an instantaneous, seamless, and personalized banking experience that is readily available on smartphones. "Banking is Simple. It’s not just a tagline; it’s a commitment. Simple is not just another banking app; it’s a direct response to what customers expect from their bank today: speed, fluidity, and a truly integrated experience in their daily lives," stated Ghylzaine Alami Marrouni, Executive Director in charge of the retail and professional market at Attijariwafa Bank, during a press conference held in Casablanca on May 25th.
Redefining Banking Relationships and Services
Attijariwafa Bank presents Simple as a departure from traditional mobile banking models. While L’bankalik primarily targeted a younger clientele with a simplified banking offer, the new platform seeks to encompass a broader range of uses, from payments and travel services to savings and promotional benefits. The bank believes that experience standards are no longer defined solely by the banking sector but by the digital habits established by everyday applications. Hence, Simple is introduced as a response to the evolving digital consumption behaviors in Morocco.
One of the standout features of this neobank is its account opening process, which Attijariwafa Bank claims has inverted traditional banking norms by allowing customers to obtain their bank card before finalizing their account setup within the mobile application. The cards are readily available across various distribution channels, including supermarkets, malls, e-commerce delivery platforms, Attijariwafa Bank branches, Wafacash outlets, and home delivery services. Users can complete their registration within minutes using their smartphone once they retrieve their card. This journey is fully digitized, eliminating the need for paperwork or mandatory agency visits, as it involves identity verification, a biometric KYC system, card scanning, and electronic signature.
Beyond conventional banking services, Simple emphasizes the integration of daily use cases. The application facilitates payments, money transfers, and collections through a user-friendly interface designed for regular transactions. Additionally, Simple introduces an educational banking account aimed at youths aged 12 to 17, allowing teenagers to learn money management while maintaining parental control over certain operations.
The banking group has also integrated various lifestyle-oriented services within Simple. Users can search for, book, and pay for travel-related accommodations or services directly through the app, with exclusive rates announced for select destinations and transportation services. Moreover, the application features a plethora of discounts, promotional codes, lounge access, and partner offers available throughout the year, enhancing customer loyalty and enriching the overall user experience.
On the financial front, the neobank incorporates multiple savings and investment tools, including an automated "Smart Savings" solution, digitized term deposits, and access to stock market products and mutual funds. Attijariwafa Bank aims to simplify investment access via mobile devices. Furthermore, Simple provides virtual cards that are generated instantly for single or multi-use, enhancing the security of e-commerce payments and international transactions.
Another unique aspect of Simple is its positioning as a "second bank" for Moroccans. Ghylzaine Alami Marrouni explained that the platform does not necessitate the termination of existing banking relationships. "Our ambition is to equip all Moroccans, ensuring that everyone has a Simple account from the age of 12," she stated, emphasizing that clients can retain their banking commitments with other institutions.
Simple adopts a freemium model, offering free access without commitment, with users able to upgrade their services according to their needs through various tiers called GO, PLUS, PRIME, and METAL.
One of Simple’s significant strengths is its backing from a vast physical network. "With over 7,000 points of presence across Morocco, Simple leverages one of the most extensive physical banking networks in the country for cash transactions, through Attijariwafa Bank branches, Wafacash, and ATMs, creating a neobank that meets international standards while being deeply rooted in various regions of the Kingdom," the group emphasized. This synergy between digital and physical presence is seen as a strategic lever to facilitate cash operations and enhance the accessibility of financial services across Morocco.
With the launch of Simple, Attijariwafa Bank officially enters the neobank segment in Morocco, at a time characterized by the rapid acceleration of digital usage and rising expectations for integrated mobile financial services. Simple is available on both iOS and Android platforms, as well as in large retail locations and home delivery e-commerce platforms.
As reported by fr.le360.ma.
