AtlantaSanad Assurance has taken a major leap in customer service with the launch of Assia, its brand-new AI-powered virtual assistant. This digital innovation, a first for Morocco’s insurance industry, is designed to reshape how policyholders interact with their insurer—offering smoother, more personalized access to essential information and services.
Accessible 24/7 on the company’s website, Assia is more than just a chatbot. She serves as a digital guide, assisting users throughout their insurance journey—from filing a claim to navigating complex policy details. Whether it’s explaining the documents needed after an accident, outlining coverage for different insurance products, or offering practical advice on retirement planning or savings, Assia delivers tailored support in real time.
This launch is the latest step in a broader digital transformation strategy AtlantaSanad has been building for years. The company previously introduced a humanized chatbot available through instant messaging platforms to help users request quotes and track claims. With Assia, the experience goes further—offering a more intuitive and seamless interaction, built to respond in context and meet evolving customer expectations.
According to CEO Jalal Benchekroun, the introduction of Assia reflects the company’s deepening commitment to technology and service excellence. Even the assistant’s name—short for “AtlantaSanad Solutions IA”—underscores the company’s ambition to embed artificial intelligence at the very heart of its customer experience.
Since the 2020 merger of Atlanta and Sanad—both part of the Holmarcom Group—AtlantaSanad Assurance has emerged as a major player in Morocco’s life and non-life insurance markets. The company now boasts a workforce of over 600 employees, a national network of 360 exclusive agents and 300 brokers, and a growing presence in bancassurance.
Strategic partnerships have played a key role in this expansion. In addition to its longstanding alliance with CIH Bank, AtlantaSanad became the exclusive insurance partner of Crédit du Maroc in January 2025. The company also reaches underserved communities through inclusive insurance products offered via Barid Cash, in collaboration with the CNRA.
True to its social values, AtlantaSanad remains committed to making a broader impact. Its corporate responsibility agenda centers on education, healthcare, social inclusion, and environmental protection—reinforcing a vision that combines business growth with long-term societal value.
