To build a stronger connection with Morocco’s younger generation, Attijariwafa bank is stepping up its efforts, focusing on digital tools, education, and entrepreneurship as pillars of its long-term strategy. The bank is aiming to play a meaningful role in helping young people gain independence, equipping them with the tools they need to shape their own futures.
This commitment was formalized in 2021 with the launch of the @MBITIONS 2025 roadmap, a bold shift in direction that puts youth at the core of the bank’s development plans. Innovation, inclusion, and sustainability form the backbone of this strategy, marking a decisive move to adapt to a generation that values purpose and digital connectivity.
One of the standout initiatives from this push is L’bankalik, a fully digital banking service designed for quick and easy access. In just a few clicks, users can open an account and manage their finances with tools for budgeting, saving, borrowing, and insurance. Tailored to fit seamlessly into the hyper-connected lives of young people, L’bankalik offers a streamlined, no-fuss approach that meets their expectations for speed and autonomy.
Expanding on this idea, the bank recently introduced “L’bankalik Start,” a mobile app aimed at teenagers. It’s designed as an educational tool that gradually teaches financial responsibility, while still giving parents oversight. Features include balance checks, spending controls, and customized payment limits—striking a balance between independence and guidance.
But the bank isn’t just tapping into the needs of the digitally savvy—it’s also speaking the language of culture. In collaboration with Mastercard, Attijariwafa launched the region’s first co-branded debit card tied to the video game League of Legends. Aimed at the MENA region’s gaming community, this exclusive card comes with benefits and rewards on gaming platforms, showing a keen understanding of youth interests.
Outside the digital sphere, Attijariwafa’s work in education is equally robust. Its foundation supports programs that prevent school dropouts and assist students with career planning. One initiative, Jamiati, offers university students a multifunctional card that serves both as a payment method and a key to campus services. Through partnerships with organizations like Injaz Al-Maghrib, bank employees regularly engage with students, sharing their experiences to spark ambition and entrepreneurial thinking.
The bank is also forging ties with higher education institutions, such as Al Akhawayn University and Rabat Business School, to bridge the gap between academia and the job market. These collaborations aim to support students throughout their academic journey and smooth their transition into professional life.
For young people ready to start their own businesses, the Dar Al Moukawil program offers end-to-end support. From training and mentorship to help with securing financing, the initiative is geared toward young entrepreneurs and micro-business owners, giving them a real shot at launching and sustaining their ventures.
Through this wide-ranging approach, Attijariwafa bank is making it clear that its commitment to Morocco’s youth is more than a marketing gesture—it’s a long-term investment. At the heart of its strategy lies a simple yet powerful formula: listen, understand, and support. With technology, education, and economic empowerment woven together, the bank is positioning itself not just as a financial institution, but as a partner in building the next generation’s future.
