Ali Benzakour: “We Help Technician-Artisans Transition Out of the Informal Sector and Professionalize”

Ali Benzakour, CEO of Hany, welcomes us in the company’s Casablanca offices, designed with a startup vibe. “We take pride in contributing to the growth of all these professionals—technician-artisans—whom we’ve watched evolve. Today, their progress validates the vision we aimed to build,” he states upfront.

Addressing both economic and societal challenges, he shares his perspective on a sector undergoing full-scale transformation.

What role do structured platforms play in elevating technicians and artisans?

“Platforms like Hany are critical for technicians and artisans, primarily to help them professionalize and better target their markets.

In today’s era of multisectoral digitization, these professionals need far greater visibility and access to broader markets, extending beyond their natural geographic zones and traditional areas—like their home neighborhoods.

Through these platforms, we grant them significantly wider reach. Beyond showcasing their expertise to clients, another priority for us is addressing informality.

It’s vital to help these technician-artisans transition out of the informal sector and professionalize via training and tailored support. Overall, with the Hany team, we strive—through partnerships—to provide this professional community with the full ecosystem needed to grow, adapt to market demands, and thrive in today’s landscape.”

How do these platforms enhance technicians’ market visibility and boost their operations?

“In the market itself, these platforms tackle a dual challenge. First, structuring the supply through quality and price standardization—a key lever to improve consumer perception and strengthen trust capital in this professional community. Second, practicality and ease of service.

In our culture, it took time to move beyond relying on word-of-mouth to request plumbing, cleaning, electrical services, etc. Today, our role is to foster market trust and highlight the simplicity of accessing these services.

Quite literally, in two or three clicks, you book a service, and a professional arrives at your home at a pre-agreed time and price. Addressing this dual challenge is the first real step to energizing this market. Revitalizing it also means generating meaningful supplementary income for these professionals.

In fact, Hany pros earn 20–50% in additional monthly income through our app—though this applies only to those for whom Hany supplements their existing workload. For others, particularly in cleaning services, the app accounts for 80–100% of their monthly revenue.”

What training is provided to help technicians adapt to platform requirements? And what is the impact on their competitiveness?

“During recruitment, candidates undergo four core training modules. The first focuses on digital and online communication: using our app, managing orders, maintaining an online service portfolio, and interacting with clients.

The second—and arguably most critical—module covers client management. This includes non-negotiable standards like punctuality, interpersonal skills, and handling feedback from clients or others present during service delivery.

Third is technical training, guided by Hany’s internal experts. We standardize work quality, methodologies, and even the tools used, with tailored checklists for each trade.

The fourth module professionalizes technician-artisans as managers of small businesses: handling bank accounts, contract comprehension, invoicing, etc. We also train them on leveraging marketplace dynamics—flexibility, promotions, client retention, and service expansion—to grow their visibility and revenue.

Collectively, these programs empower professionals to refine their service quality, competitiveness, and economic resilience, aligning with the evolving demands of a transforming market.”

How do platforms handle insurance and liability concerns?

“At Hany, we take insurance seriously. First, we provide all our professionals with civil liability coverage, protecting both clients and technicians. Second, our ‘Satisfaction Guarantee’ acts as a quality assurance: if a service doesn’t meet expectations, Hany covers the cost of redoing it.

We collaborate with insurance partners invested in this new operational model, enabling us to develop tailored products that meet both professionals’ and clients’ needs. For clients, this security is paramount—it’s what we prioritize. It allows professionals to work comfortably and clients to enjoy what we call ‘Ra7t el Bal’ (Peace of Mind), which is especially meaningful for in-home services.”

What are the main advantages for customers using these platforms?

“If we focus only on the key ones, I would highlight six. The first and foremost is the trust factor, backed by insurance and guarantees.

Second is seamless convenience. We aim to become a natural reflex for users, offering such ease that within two minutes—whether via the app or a phone call—they can book a home service at a scheduled time.

Third is the wide selection we provide. Customers can choose professionals based on ratings, expertise, or geographic proximity, ensuring they find the right fit.

Fourth is pricing transparency, crucial in a market plagued by inconsistent pricing. We communicate costs openly and offer digitized, traceable quotes for accountability.

Fifth is quality and reliability. We enforce processes like on-site expertise, with auditors visiting clients daily to evaluate services in real time.

Finally, billing efficiency is vital. Many clients require invoices for various reasons, and we streamline this process.

Together, these advantages position Hany as an indispensable solution for Moroccan households of all backgrounds. We address daily challenges with reliable, high-quality home services, delivered comfortably and hassle-free.”