No queue, no paper — Simple. wants to be the bank Moroccans already live in. Attijariwafa bank has launched Simple., which it describes as Morocco’s first neobank — a super app built around the daily rhythms of Moroccan life rather than the traditional rhythms of a bank branch. The launch comes a decade after L’bankalik, the group’s digital banking product that gathered one million customers. Simple. is a different proposition entirely: not a simplified bank, but a rethinking of what a bank should be.
Opening an account requires no paperwork and no queue. The card comes first — available in supermarkets, malls, e-commerce delivery platforms, Wafacash outlets, branches or home delivery — and the account is finalised on the app in minutes, through biometric identity verification, KYC, card scan and electronic signature.
Simple. is not just another banking app — it is a direct response to what customers expect from their bank today: speed, fluidity, and an experience truly integrated into their daily lives.
— Ghyzlaine Alami Marrouni, Executive Director, Retail and Professional Markets · Attijariwafa bank
Beyond payments and transfers, the app covers teen accounts for 12-to-17-year-olds with parental controls, travel booking inside the app at exclusive rates, year-round lifestyle rewards including lounge access and promotional codes, and a full investment suite — automated savings, fixed-term deposits, stock market access and UCITS funds. Virtual cards, single-use or multi-use, can be generated instantly for secure online and international payments.
Freemium model, backed by 7,000 physical touchpoints
Simple. runs on a freemium model — free access with no commitment, with four tiers (GO, PLUS, PRIME and METAL) that users can move between at any time. Despite its fully digital design, it is anchored in the country’s largest physical banking network: over 7,000 points of presence across Morocco, spanning Attijariwafa branches, Wafacash outlets and ATMs.
Attijariwafa bank manages more than 12 million customers across more than 8,000 branches and operates in 27 countries across Africa and Europe. Simple. is available now on iOS and Android, in supermarkets and on home delivery platforms. More at Simple.ma.