Société Générale Rebranding: Saham Bank Unveils Its Strategy

Morocco World

18-06-2025

Casablanca – On Wednesday, the Moroccan banking landscape witnessed the rebranding of Société Générale Maroc into Saham Bank.
The rebranding of the company took place in a ceremony held in Casablanca at the headquarters of Société Générale Marocaine de Banques (SGMB).
With the tagline 'a bank by entrepreneurs, for entrepreneurs,' the rebranding marks more than a name change. The announcement also covers a strategic shift toward innovation, digital transformation, and client-centric banking in Morocco.
Ahmed El Yacoubi will lead the Board of Directors of the bank.
The event presented Saham Bank's bold new direction to journalists, stakeholders, and industry leaders. The transformation follows SGMB's shift in ownership by Saham Group, finalized last December, and represents six months of groundwork in repositioning the bank's identity and services.
'There's a time for talk, and a time for work,' El Yacoubi said.
Francois Marchal Co-CEO in charge of the Corporate and Investment activities and Member of the Executive Board at Saham Bank told Morocco World News (MWN) that the company 'kept the DNA of resilience, reliability, and professionalism that defined SGMB, but we've injected it with energy, speed, and a new spirit.'
That new spirit is being put into action through three pillars: digital transformation, a renewed client experience, and international-standard operational excellence.
Saham Bank also reported a 16.97% increase in net profit, reaching MAD 420 million in the first quarter of 2025, signaling early financial momentum behind its transformation.
On the topic of crypto, Marchal shared a cautious but progressive stance: 'Crypto is clearly a topic. The technology is ready. However, as a regulated entity, we must align with Moroccan laws and regulations. There's some hype around crypto, probably a bit of a bubble…we need to see when everything settles down what is the real usage and figure out what we can offer to our clients.'
Digital Transformation at the Core
With a MAD 400 million investment in IT, Saham Bank is positioning itself as a digital-first institution. The new mobile app, developed in just three months, is only the beginning. Cybersecurity has been prioritized to meet the highest industry standards as the bank maintains full control over its digital assets to sustain digital data security.
AI is also being rolled out across banking operations to enhance personalization, better risk analysis, and faster service delivery.
'We all need AI in this age, we need to make sure we don't fall behind,' Asmae Hajjami, one of the bank's executive board members, said during the event, noting that 'Vertical and transversal transformation is necessary to meet our clients' expectations.'
A Bank Built for Entrepreneurs
One of Saham Bank's most defining commitments is its focus on entrepreneurs. The new service model is designed to offer Moroccan entrepreneurs and their institutions tools that reflect both local understanding and international standards.
El Yacoubi echoed Hajjami's remarks, noting that the bank seeks to 'become the fastest and most trustworthy players in the Moroccan market when it comes to international operations.'
With simplified digital processes through the 'MyBusiness' platform, new business clients can be integrated and build relationships with Saham Bank in just 30 minutes. The bank has also launched packs tailored to different client profiles, including entrepreneurs, institutions, or individuals – those who prefer autonomy, and those who need full support.
To match this ambition, Saham Bank has reimagined its customer experience with an omnichannel approach: multimedia customer service centers, transformed physical agencies, and grown service providers at the agency, ATMs offering autonomous services, and extended banking hours (7 days a week, 365 days a year, 8 a.m. to 9 p.m.)
Strategic Fundamentals and Governance
Backed by one of the strongest capital bases in Morocco, Saham Bank is maintaining its reputation for loan and credit quality while enhancing speed. Loan processing times have been reduced without compromising risk analysis rigor.
'We aim for excellence, not perfection,' said El Yacoubi, referencing Morocco's national football team's legendary World Cup run as an inspiration for Saham's own long game.
The transformation is also guided by stable, expert, and visionary governance. The bank's Supervisory Council is chaired by Moulay Hafid Elalamy, with operational leadership from the executive board.
'Creating value is why we wake up every morning and do our job as it should be done,' El Yacoubi concluded.
Finance Should Serve People
Saham Bank's reason for existing is now defined as catalyzing ambitions and building sustainable relationships. As part of its mission, the bank promises to place finance at the service of human development, green sustainability, entrepreneurship, and positive generational impact.
In the words of executive Jerome Brun: 'If there's a shadow to a problem, then the problem exists, and so does its solution.'
With bold vision, digital power, and a people-first philosophy, Saham Bank sets out not just to lead, but to redefine what a Moroccan bank can be in today's day and age. Tags: economyMorocco bankMorocco economySaham moroccosociete general