Al Barid Bank is a major player in financial inclusion in Morocco. Its main mission is to provide banking services to citizens with low or irregular incomes, particularly in peri-urban and rural areas, in line with its vocation of serving all Moroccans and acting as a citizens’ bank.
Convinced that digitisation
and financial education
are the key components for ensuring sustainable and efficient financial inclusion
, Al Barid Bank has made them a priority since its inception in 2010.
In terms of financial education
, an original TV programme about budgetary and financial education that targeted all groups of the Moroccan society
was launched in 2016. The project was presented as a weekly TV show called DirLabass and broadcasted on the national channel - 2M- for 26 weeks, as well as a fun web series called Bghawydirou Labass. The goal of both programmes was to make financial administration common place by popularizing the banking system and savings and offering guidance to young people, households and project leaders on how to better manage day-to-day finances and use their money. When the TV programme ended in April 2017, it had reached an average audience of more than 1.2 million during the 28 episodes, while the web series had over 1 million views.
The launch of all these products and programmes has contributed to the development of financial inclusion in Morocco and allowed Al Barid Bank to increase national banking levels from 34% to 70%.