In a continent where financial inclusion remains closely tied to physical distribution networks, Moroccan startup WafR is betting on a hybrid model that combines fintech, retail technology and the informal economy.

WafR, a Moroccan startup, has built a digital platform that turns local corner shops known as hanouts into access points for financial and digital services.

Founded in Casablanca in 2021 by Ismail Bargach and Reda Sellak, the company said in February it had raised $4 million to expand its technology and scale operations.

Its solution includes a mobile app available on iOS and Android, with more than 100,000 downloads on the Play Store, according to platform data. Through its website and app, small retailers can offer services such as mobile top-ups, bill payments and other digital transactions without requiring customers to visit a traditional bank branch.

The model builds on the trust neighborhood merchants have long established within their communities. In a country where cash remains dominant and access to financial services is uneven, these shops are emerging as a key last-mile channel for digital finance.

WafR says it has nearly 20,000 active merchants on its platform, making it one of Morocco’s largest digitized retail networks. The startup now plans to expand into peer-to-peer transfers and domestic remittances, strengthening its role as a community-based fintech platform.

Beyond financial services, WafR also enables consumer goods brands to run targeted promotions and analyze purchasing patterns using data generated by traditional retail outlets.

The strategy reflects a broader shift in African fintech. Rather than displacing existing networks, some startups are opting to digitize informal retail structures to accelerate the uptake of digital services.

Adoni Conrad Quenum