On Tuesday, December 24, Wafasalaf, Morocco’s leading consumer credit provider, marked nearly four decades of service with a special event reaffirming its commitment to clients and its impactful role in the nation’s economic and social ecosystem.
Since its founding in 1987, Wafasalaf has grown into a cornerstone of the consumer credit market, granting one-third of all loans in Morocco and serving over two million households. Beyond being a financial service provider, Wafasalaf views credit as a tool of profound societal value, enabling the funding of life-changing projects, from education to homeownership.
A subsidiary of Attijariwafa Bank and Crédit Agricole Consumer Finance, Wafasalaf broke new ground by extending credit to a wider customer base, moving beyond public sector employees to include revolving and real estate loans.
Operating under the slogan “Dima Maakoum” (Always with You), the company emphasizes its enduring commitment to clients and collaborators, positioning itself as a trusted partner at every stage of their lives.
Wafasalaf’s strategy is built on a foundation of ethical responsibility. The company has implemented anti-corruption measures and earned certification from the French Institute of Internal Audit and Control (IFACI).
On the environmental front, the Green Print initiative aims to reduce the company’s carbon footprint by 50% by 2030. Partnerships like the one with Injaz Al Maghreb demonstrate Wafasalaf’s dedication to Moroccan youth. Through this collaboration, the company has provided free training to 7,000 students, fostering their integration into the workforce.
Wafasalaf thrives on being responsive to its clients’ needs. This dedication to reactivity is evident in its marketing campaigns, likening the company’s support to the care and guidance of a parent.
Transparency is another cornerstone of the company’s operations, ensuring clear, honest communication with clients. The company also embraces innovation, tailoring simple, accessible products to meet the needs of a diverse customer base.
Director of Marketing and Communication Kawtar Kalil emphasizes the company’s focus on youth: “It is the younger generation that will shape the future of this country.” As such, Wafasalaf offers tools and solutions aimed at empowering Morocco’s next generation.
Under its Dima Maakoum promise, Wafasalaf prioritizes consumer protection, especially against over-indebtedness and identity fraud. The company implements safeguards to ensure responsible lending and offers debt restructuring solutions when necessary.
With an excellent consumer satisfaction score, Wafasalaf designs its processes to make borrowing straightforward and hassle-free. Its unwavering commitment to customer comfort and financial health sets the company apart in the Moroccan market.
By reaffirming its values and initiatives, Wafasalaf solidifies its role as a catalyst for national economic development, a supporter of Moroccan households, and an advocate for sustainability. Dima Maakoum isn’t just a slogan—it’s a tangible promise to stand by Moroccans in every aspect of their lives, today and tomorrow.
