Banks usually sound distant, all glass and jargon. But Morocco’s Groupe Banque Centrale Populaire (BCP) is trying to change that, at least in its private banking arm, with a fresh push to feel closer and more useful to wealthy clients.
The bank has launched a new brand identity and slogan, “Constructing today the value of tomorrow,” as part of a wider plan to modernise how it serves high-net-worth individuals in Morocco.
It is also planning to expand beyond Casablanca, opening private banking centres in key regions across the country. The idea is to bring advisers closer to clients, whether they are business owners, executives, professionals, or Moroccans living abroad.
The service itself is also being widened. BCP wants to offer more tailored solutions depending on client needs, especially around investing, structuring wealth, and passing it on to the next generation.
This shift is part of a bigger internal change. Idriss Bensmail says: “It is about making services more specialised and better organised across regions.”
BCP is betting on proximity and clearer advice to win over increasingly demanding clients.
