WAFR is a groundbreaking retail-tech startup based in Morocco, revolutionizing financial services distribution through a network of informal retail stores. Founded and led by CEO Ismail Bargach, the company has rapidly positioned itself as a key player in promoting financial inclusion across the country. WAFR’s innovative digital platform allows over 8,500 active merchants to provide essential services like mobile top-ups, money transfers, and digital payments, bridging the gap for millions of underserved consumers.
Addressing a critical challenge in Morocco, where only 7,000 specialized outlets currently offer financial services to a population of 38 million, WAFR leverages proprietary technology to decentralize service delivery. With an 8.5% penetration of its targeted network of 100,000 informal merchants, WAFR is empowering small retailers to drive economic value while expanding access to financial tools.
This innovative approach mirrors the success of Kenya’s M-Pesa, enabling WAFR to accelerate financial inclusion in Morocco by transitioning from a limited, centralized distribution model to a widespread, accessible network. Backed by notable investors such as Kili Ventures, WAFR is poised to continue shaping the future of digital payments and consumer engagement in the FMCG space, offering brands a robust platform to track consumption, monitor sales, and access customer insights in informal retail ecosystems.
