Société Générale Morocco is officially history. On June 18, in Casablanca, the bank unveiled its new identity: Saham Bank. This rebranding marks the final step in a six-month transformation process that began in December, when Morocco’s Société Générale subsidiary was acquired by the Saham Group.
Under its new name, the bank aims to represent a new generation of financial institutions—rooted in tradition but clearly focused on innovation. Shedding the conventional banking mold, Saham Bank is positioning itself as a more dynamic, customer-centric organization. Its new vision emphasizes streamlined client experiences, simplified products, and a more agile operational structure.
One of the first tangible changes is the complete overhaul of customer journeys. Every interaction has been redesigned for simplicity and clarity. The bank is also shifting focus toward transparency in its offerings, with a strong emphasis on measurable results. Internally, there’s been a cultural shift as well, promoting teamwork, encouraging initiative, and strengthening the bank’s local presence.
At the heart of this transformation is a revamped brand platform built around five key principles. The bank is aiming for a service model that is both minimalistic and exacting, with closer ties to clients and a stronger human touch—relying on its staff to foster real connections. Its digital tools have been redesigned to better serve users, and the new brand is making a clear commitment to inclusion and sustainability.
The governance structure reflects this new direction while maintaining leadership continuity. The Supervisory Board is now chaired by Saham Group founder Moulay Hafid Elalamy, with support from his son, Moulay M’Hamed Elalamy. Meanwhile, Ahmed El Yacoubi continues to lead the executive board, ensuring stability through the transition.
Even the new visual identity bridges past and future. The name “Saham” appears in its original script, paired with modern typography and a color palette that blends professionalism with warmth. The design embodies the bank’s ambition: to be both a solid financial institution and a nimble, forward-looking enterprise.
