Digital banking: Attijariwafa bank launches the “Simple” super app

Attijariwafa bank is revolutionising the banking landscape with the launch of its first neobank, “Simple”. Ten years after L’bankalik—which now has over one million customers—the group is taking a new step in its digital transformation by unveiling a banking super app that brings together a bank account, payments, lifestyle, and community services within a single mobile interface.

“This is by no means a pre-emptive response to the potential arrival of Revolut. That would be reductive given all the efforts undertaken by the group over the past months. Our motivation is to build the bank of tomorrow, with a different mindset,” emphasised Hassan El Bedraoui, Deputy General Manager in charge of Transformation, Innovation, Technology and Organisation at Attijariwafa bank.

This shift comes at a pivotal moment where “it was necessary to reinvent the banking experience, as standards and expectations have changed, with a significant increase in smartphone usage. Likewise, customers are seeking personalised interactions and a conversational banking model,” explained Ghyzlaine Alami Marrouni, Executive Director in charge of the retail and professional market at Attijariwafa bank, during a press briefing dedicated to the presentation of Simple.

In practice, Simple reverses the traditional onboarding process in banking. The card is obtained first—available in supermarkets, shopping malls, on e-commerce delivery platforms such as Glovo, at Wafacash outlets, in branches, or delivered to the customer’s home. Users then simply scan their ID and take a selfie to complete account opening. The entire journey is fully digital, including identity verification, biometric KYC, card scanning, and electronic signature.

The neobank offers four types of packages, starting with a free premium model (Simple Go), which provides free, no-commitment access. Customers can then upgrade to other plans, such as Simple Go+ at 19 dirhams per month, Simple Prime at 59 dirhams per month, and Simple Metal at 159 dirhams per month.

All services are integrated within the platform: Simple Pay for transfers between Simple users, Simple One—the first educational bank account for 12–17 year-olds, Simple Share, which offers a referral solution with rewards, and Simple Trip for booking travel and accommodation. This is in addition to Simple Deals and Simple Invest.

The bank does not intend to limit its development to these services. For Moroccans living abroad, it plans to introduce a solution to aggregate accounts from both the country of residence and the country of origin on a single platform. Additionally, the bank aims to facilitate customer account switching. The ultimate goal is to become the leading bank for Moroccans and the second for the diaspora.