Loyalty, reinvented.

Morocco is going digital. So are your customers.

Look around you. Phone payment, online orders, cards that live in the phone: what was rare three years ago has become normal. Morocco is moving fast, and it's moving everywhere — not just in the big chains.

For a small business, that's good news and a challenge at the same time. Good news, because your customers are ready. A challenge, because you're no longer alone. New players are settling in, better equipped, faster to build loyalty. The salon next door, the franchise opening on the corner, the brand arriving from abroad: they're all fighting for the same customer as you.

In this context, keeping your place is no longer enough. You have to make it solid.

That's exactly why Wafiy exists. Our job is to help Moroccan small businesses perform — without having to build an app, hire a technical team or burn through their cash. We give you a simple, very-low-cost digital tool, and above all tailored support: understanding your numbers, seeing who returns and who drifts away, and improving what needs improving.

No jargon. No overcomplicated machine. A tool designed for the field, by people who know the field.

Moroccan commerce is changing. We are here so that you change with it — and stay one step ahead.

What businesses tell us.

Before building Wafiy, we listened. Cafés, salons, grocers, restaurants — behind the counter, next to the till. We wanted to understand, not sell. And across the conversations, the same three sentences came back, everywhere, whatever the city or sector.

"We want to go digital, but the tools don't keep up." The desire is there — merchants clearly see what the big chains do. What's missing is a simple, accessible tool, designed for a neighbourhood business. Most solutions are built for organisations with an IT department, a marketing budget and the time to train a team. For a manager already juggling the till, the orders and the customers, it doesn't catch on.

"Building loyalty has become the real challenge." In the city, competition is everywhere: on one street, the customer often has three or four options for the same café, the same service. And the Moroccan consumer has changed — more informed, more solicited, more demanding. They no longer come back out of habit. Attracting costs more and more; keeping makes the difference.

"We have no direct link with our customer." Once the door is crossed, the link breaks. No way to warn of a promotion, a new product, or simply to say "come back." That channel, the big chains capture it. The neighbourhood business stays in the dark — even though it often has the most human relationship with its customers.

We didn't invent these problems: we heard them, again and again. They are what shaped what we're building today — a tool that starts from the field, not from an idea in the air.

We listened. Wafiy is our answer.

Keeping your customers: the simplest growth secret.

Many merchants are always looking for new customers. But the easiest growth is already here: your current customers, the ones you sometimes let leave without giving them a reason to return.

Keeping a customer earns more than finding a new one

Finding a new customer costs about five times more than keeping a current one. And keeping 5% more customers can increase your profits by 25% to 95%. On top of that, 43% of people spend more at the businesses they love.

Your next growth is therefore in the customers who come back.

The real problem: your best customers are nowhere

You recognise your regulars at first glance, and your team welcomes them with a smile. That's a real strength — but it lives in your employees' heads, not in your data. When someone changes role, a customer spaces out their visits, or a newcomer takes over, that memory fades.

The result: impossible to know precisely who returns, how often, and which ones deserve a small gesture to keep them. You build loyalty on instinct, when your best customers deserve to be identified in black and white.

Today, everything happens in the phone

With Wafiy, each customer has their card in their phone, and you finally have your customer list in one place. No app, no account: they show their screen, earn their points, see their gift arrive live, and receive a message at the right moment: "One more purchase before your gift!"

On your side, you finally know who returns, when, and how much they spend — without depending on anyone's memory.

In Morocco, now is the right moment

• 92%of Moroccans have a smartphone: it's already in their pocket.
• ~75%have already paid with their phone.
• +50%businesses that stay in touch with their customers on mobile keep up to 50% more of them.

Sources: Bain & Company / Harvard Business Review; Bond Brand Loyalty; ANRT 2024-2025 national ICT survey and Morocco 2025 sector data.