1. L'bankalik: Attijariwafa Bank's '100% Mobile' brand since 2016
In 2016, Attijariwafa Bank launched L'bankalik, Morocco's first 100% mobile banking brand, designed for young people. The original offer, called 'Smart', is free (0 MAD) and combines a checking account with a contactless bank card usable in Morocco and internationally, with no need to visit a branch for day-to-day management.
Ten years after launch, L'bankalik claims a community of around 1 million customers, a figure that made it the historic reference for mobile banking in Morocco well before competitors like Hssab-e (Crédit Agricole du Maroc) or other banking networks' digital cards appeared.
L'bankalik remains an Attijariwafa Bank brand
Contrary to what is sometimes claimed, L'bankalik was never a Crédit du Maroc offer: it has been a commercial brand of Attijariwafa Bank (AWB) since its creation in 2016. The Holmarcom group, Crédit du Maroc's historic shareholder, is separately negotiating a 67% stake in BMCI in 2026 — a completely distinct deal that has nothing to do with L'bankalik or Attijariwafa Bank.
2. Simple: on May 25, 2026, L'bankalik changes name and scope
| Tier | Price | Card | Key points |
|---|---|---|---|
| Go | 0 MAD/month | Standard Mastercard | Apple Pay/Google Pay, free virtual and ephemeral cards, free transfers between Simple and AWB customers |
| Plus | 19 MAD/month | Gold Mastercard | All Go benefits + higher payment/withdrawal limits + 3 free included operations/month |
| Prime | 59 MAD/month | World Mastercard | All Plus benefits + travel focus + unlimited included operations + very high limits |
| Metal | 159 MAD/month | Metal card | Airport lounge access, concierge, fast-track, all Prime benefits |
Source: Wafir.ma — July 20, 2026
On May 25, 2026, Attijariwafa Bank officially rebranded L'bankalik as Simple, presented by the bank as 'Morocco's first neobank' and designed as a Super App bringing together banking, instant payment, savings and everyday services. This is a brand evolution, not a competitor's arrival: L'bankalik accounts, history and customer relationships are gradually moving to Simple, run by the same bank.
This repositioning comes as Revolut, eagerly awaited by part of Morocco's urban youth and MRE expats, still had not obtained its Bank Al-Maghrib licence by mid-2026 — a file repeatedly delayed. Attijariwafa Bank is getting ahead of the game with an already-established local offer rather than waiting for an uncertain international arrival.
An openly freemium model
The 4 tiers are designed to evolve with usage: a customer can move up or down a tier from the app depending on the moment's need (a one-off trip, a big purchase, back to everyday use), without reopening an account.
3. Account opening: selfie and facial recognition
- Step 1 — Download the Simple app (iOS/Android)
- Step 2 — Scan ID card front and back
- Step 3 — Verification selfie with facial recognition
- Step 4 — Choose your tier (Go/Plus/Prime/Metal)
- Step 5 — Receive your IBAN and activate the virtual Mastercard
Simple keeps the fully remote opening process that made L'bankalik's success: download the app, scan the ID card, verify identity via selfie and facial recognition, with no branch appointment or mandatory video interview for most applications.
An extensive distribution network
Simple relies on more than 7,000 contact points in Morocco: Attijariwafa Bank branches, Wafacash outlets, Marjane stores, Glovo couriers and train station points — a network far larger than most Moroccan neobanks for physical card pickup or cash deposit/withdrawal.
4. Simple Pay, Simple Trip, Simple Invest, Simple One: the flagship features
Beyond the checking account, Simple pushes four features designed to cover uses that L'bankalik did not natively offer.
Simple Pay
- Free instant payment and transfer between Simple users
- Works as a Moroccan equivalent of peer-to-peer payment solutions already common elsewhere
- Available from the Go tier
Simple Trip and Simple Invest
- Simple Trip: discounts advertised up to 20% on travel-related services, useful for MRE expats and frequent travelers
- Simple Invest: access to investing from 10 MAD, designed to democratize invested savings among a young customer base unfamiliar with financial products
Simple One: the account for 12-17 year olds
- Account accessible from age 12 with a parental control framework
- Stated goal: introduce teenagers to digital budget management before adulthood
- Parents keep visibility over transactions from their own Simple app
5. Simple vs Hssab-e (Crédit Agricole du Maroc) vs Banque Populaire digital cards
| Criterion | Simple (AWB) | Hssab-e (Crédit Agricole) | Pocket Bank cards (Banque Populaire) |
|---|---|---|---|
| Nature of the offer | Full neobank (Super App) | Multi-profile digital account-opening channel | Digital cards integrated into an existing app |
| Launch | May 25, 2026 (successor to L'bankalik, 2016) | Channel active for several years, Youth pack documented | June 4, 2026 |
| Entry tier | Go: 0 MAD/month | Youth Pack: ≈ 18 MAD/month (-50% year 1) | La Virtuelle included at opening; L'Instant free |
| Card network | Mastercard (Standard to Metal) | Mastercard CAM'IN / ISIC for students | Compatible with Apple Pay / Google Pay + physical POS terminals |
| Main target | General public, travelers, teens (Simple One) | 18-25 year olds primarily (other packs exist at CAM) | Existing Banque Populaire customers wanting more online security |
| What's missing | Apple/Google Pay not yet confirmed on every tier at launch | No Simple Pay/Invest-style features | Not standalone accounts, only cards |
Source: Wafir.ma — July 20, 2026
The Moroccan digital banking landscape is no longer limited to L'bankalik/Simple. Crédit Agricole du Maroc offers Hssab-e, its 100% digital account-opening channel (see our dedicated guide), with a Youth Pack at around 18 MAD/month for 18-25 year olds. Banque Populaire, meanwhile, chose a different approach: rather than a standalone neobank, it enriched its existing Pocket Bank app with two digital cards launched on June 4, 2026, La Virtuelle and L'Instant.
The honest verdict
Simple is the only one of the three offers positioned as a full neobank with integrated instant payment and investing. Hssab-e remains relevant for an 18-25 year old who wants to stay with Crédit Agricole du Maroc. Banque Populaire's Pocket Bank cards don't directly compete with Simple: they aim to secure existing BP customers' online payments, not to open a new account.
6. Why now? Revolut's shadow over the Moroccan market
- Revolut: licensing file still under review at Bank Al-Maghrib as of mid-2026
- Simple: already operational with 7,000+ physical contact points, an advantage Revolut won't replicate quickly
- Metal tier (159 MAD/month): positioning clearly inspired by European neobanks' premium offers
- MRE: Simple Trip and the Wafacash network explicitly target this customer base ahead of an international competitor's arrival
The timing is not neutral. Revolut has signaled ambitions on the Moroccan market for several years, backed by an MRE user base already using the service from Europe. By mid-2026, the British fintech still had not obtained its Bank Al-Maghrib licence, its file having been repeatedly pushed back.
By turning L'bankalik into Simple with a premium tier (Metal, airport lounges, concierge) and modern fintech features (instant payment, investing from 10 MAD), Attijariwafa Bank locks in part of the urban and MRE customer base ahead of Revolut's possible market entry.
7. Who is Simple for in 2026? Three target profiles
After the L'bankalik-to-Simple evolution, three profiles get the most out of the offer in 2026.
Profile 1 — The student or young professional
The Go tier covers the essentials at no cost: virtual Mastercard, online payment, Simple Pay to send and receive money between friends. A natural choice for a first account.
Profile 2 — The traveler or MRE
The travel-focused Prime tier, with Simple Trip and high limits, suits an MRE who returns to Morocco regularly or a frequent traveler wanting to avoid conversion fees.
Profile 3 — The parent of a teenager
Simple One lets you open a supervised account from age 12 to learn digital budget management, with parental control built into the parent's own app.
Who Simple is not necessarily the right choice for
If you are an auto-entrepreneur looking for a dedicated pro account with integrated invoicing, neither Simple nor Hssab-e currently offer that kind of module in Morocco — see our guide on auto-entrepreneur taxation and business accounts.
8. FAQ
Q.Is Simple (formerly L'bankalik) a real bank or just an app?
Q.What's the difference between L'bankalik and Simple?
Q.How much does Simple cost in 2026?
Q.What is Simple Pay?
Q.Does Simple offer an account for minors?
Q.What's the difference between Simple and Crédit Agricole du Maroc's Hssab-e?
Q.Does Banque Populaire have a neobank equivalent to Simple?
Q.Why did Attijariwafa Bank relaunch L'bankalik as Simple now?
Q.How do I pick up a physical Simple card?
Q.Can you request a consumer loan from the Simple app?
Need a consumer loan in Morocco?
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