Attijariwafa Bank Business Model Canvas

Alliances with card schemes and fintechs enable Attijariwafa Bank to offer digital wallets, merchant acquiring and instant payments across a market of roughly 38 million people (Morocco, 2024). Co-innovation with fintechs accelerates user experience and embeds finance into commerce. These partners shorten time-to-market for new features. They also strengthen fraud controls and advanced data analytics capabilities.

Regulatory and correspondent networks secure cross-border licenses and FX liquidity across 25 countries, supporting MAD 9.3bn consolidated net income (2023). Fintech, card schemes and telco partners drive digital wallets, merchant acquiring and >100% mobile penetration in Morocco (2024). DFIs (AfDB, IFC) and guarantees expand SME, infrastructure and green finance capacity.

Attijariwafa Bank, Morocco's largest bank by assets with extensive African and European coverage, issues LCs, guarantees, documentary collections and supply-chain finance to facilitate trade corridors. The bank provides FX hedging and settlement solutions for importers/exporters across Africa and beyond. Robust sanctions screening and AML frameworks protect transaction integrity. Dedicated advisory teams smooth complex cross-border trade flows.

Originating, underwriting and servicing loans across consumer, SME and corporate segments; focused in 2024 on risk‑based pricing and portfolio monitoring to keep reported NPLs under 5% in Morocco. Cross‑sell of payments, insurance and wealth products boosted fee income. Digital scale: 7.8 million digital customers and c.18% mobile transaction growth in 2024. Operations in about 25 countries supporting trade, payments and treasury.

Modern core banking, mobile apps and centralized data lakes enable Attijariwafa Bank to scale reliably, processing over 1 million digital transactions daily and serving millions of customers via omnichannel access. A robust API layer—exposing 500+ endpoints—supports partnerships and embedded finance integrations across Morocco and Africa. Advanced analytics and AI models improve credit scoring and fraud detection, while resilient infrastructure targets 99.99% uptime to ensure continuous service.

Equity MAD 50.2bn; retail deposits MAD 460bn; LCR c.182% in 2024. Largest Moroccan bank by assets, operating in 26 countries. Digital stack: >1m transactions/day and 500+ APIs. Licenses and payment scheme access support universal banking and cross‑border services.

Attijariwafa Bank, Morocco's largest bank by assets in 2024, offers tailored lending, guarantees and cash-flow tools targeting SMEs, which represent about 95% of Moroccan firms (World Bank). Non-financial services—training programs and digital marketplaces—augment credit impact and uptake. Risk-sharing lines with development finance institutions expand lending capacity and lower collateral needs. Streamlined credit decisions accelerate scaling for entrepreneurs.

Universal banking under one roof simplifies retail, corporate, investment and asset management for 15+ million clients; Morocco’s largest bank by assets in 2024. Pan-African reach across 25+ markets speeds cross-border trade and payments. Digital-first security, Sharia-compliant and ESG-linked products expand market access and client loyalty.

Tiered benefits, fee waivers and rewards at Attijariwafa Bank drive engagement by rewarding higher-balance and active segments, while milestone offers tied to life events (home, education, retirement) increase relevance and uptake. Data-driven segmentation and predictive models enable targeted cross-sell, boosting product penetration; loyalty members typically spend 12–18% more and a 5% retention lift can raise profits 25–95%, improving CLV.

Dedicated RM-led coverage for corporates/affluent and omni-channel digital care serve ~20m clients; group assets MAD 610bn and >4m digital customers in 2024. Tiered rewards, targeted cross-sell (loyalty +12–18% spend) and SLAs/NPS drive retention; basic accounts +25% YoY in 2024. Co-creation forums and workshops lifted fee income and inclusion across Morocco & Africa.

As Morocco's largest bank by assets in 2024, Attijariwafa Bank leverages extensive ATMs and agent networks to deliver cash services, deposits and cardless withdrawals at scale. Agents extend reach into remote areas, increasing financial access where branches are scarce. This lower-cost distribution model supports inclusion and, through greater availability, measurably improves customer satisfaction and transaction continuity.

Physical branches (3,000+ in 2024) handle advisory, onboarding and complex transactions while flagship centers serve SMEs/corporates; digital channels (mobile/web) process the bulk of retail transactions with biometric login and real-time alerts. ATMs/agent networks extend cash access to remote areas, lowering distribution costs and boosting inclusion. Relationship managers and specialized corporate desks combine onsite and virtual coverage across 26 countries to accelerate deals and pipeline follow-through.

SMEs and mid-market corporates—which make up over 90% of Moroccan firms and employ about 40% of the workforce—rely on Attijariwafa Bank for working capital, equipment finance and cash management to sustain growth. Trade services (letters of credit, guarantees) facilitate exports and imports, while fast turnaround and collateral flexibility speed access to liquidity. Targeted advisory services bolster operational resilience and credit performance.

Attijariwafa Bank (Morocco's largest by assets in 2024) serves mass retail (everyday banking, low‑fee accounts, digital channels); affluent/private clients (wealth, FX, estate services across 26 African countries); SMEs/mid‑market (working capital, trade finance; >90% of firms, ~40% workforce); large corporates/sovereigns (treasury, DCM, syndication; diaspora remittances $702B in 2023).

Technology and cybersecurity spend for Attijariwafa Bank in 2024 prioritizes core upgrades, cloud migration, APIs and scalable data platforms to support digital banking. Cyber tools and fraud-prevention remain continuous operating needs with recurring license and monitoring costs. Innovation demands both CapEx for infrastructure and OpEx for development and managed services. Vendor fees and integration complexity materially increase total TCO.

In 2024 Attijariwafa Bank’s cost base is driven by funding costs, salaries and technology, with a reported cost-to-income ratio of 46%. IFRS 9 provisioning and credit write-offs remain material recurring charges calibrated to forward-looking scenarios. Ongoing investments in IT, cyber and compliance raise OpEx while automation and shared services target efficiency gains.

Treasury and markets income at Attijariwafa Bank stems from trading, FX and investment securities gains, with treasury desk profits driven by bilateral and proprietary positions. Hedging solutions for corporates and banks generate client spreads and fee income while managing counterparty risk. Strategic deployment of excess liquidity into short-term instruments enhances returns. Volatility management is crucial given global FX daily turnover of about 7.5 trillion dollars (BIS 2019).

Net interest income is driven by spread management and retail/SME volume growth. Fees and commissions (payments, cards, trade finance, advisory) are core, supported by scale as Morocco’s largest bank by assets in 2024. Treasury, asset management and bancassurance provide diversified, recurring income with growing embedded finance partnerships.