Chari is positioning itself at the center of efforts to expand financial inclusion in Morocco through a new partnership with JAIDA that aims to unlock financing opportunities for micro-entrepreneurs and small businesses often overlooked by traditional financial institutions. The agreement is expected to strengthen local economic activity while supporting the growth of income-generating enterprises across the country.
The partnership is formalized through a memorandum of understanding signed between Chari and JAIDA, a subsidiary of the CDG Group and a financing company approved by Bank Al-Maghrib. The collaboration is designed to strengthen support for actors in Morocco’s Social and Solidarity Economy while improving access to financing solutions for underserved entrepreneurs.
By combining their expertise, the two organizations aim to address one of the most persistent challenges facing small businesses: access to finance. The partnership will focus on developing financing mechanisms for local retailers, small restaurant operators, urban mobility operators and other categories of micro-entrepreneurs integrated into Chari’s digital ecosystem. Through increased access to funding, these businesses will be better positioned to expand their operations, generate sustainable income and improve their long-term resilience.
A major strength of the initiative lies in its integrated digital model. The partnership covers the entire financing value chain, from onboarding beneficiaries and disbursing funding to monitoring performance and impact. By relying on digital channels, the model ensures greater transparency, full traceability of financial flows and more efficient processing. It also enables the rigorous measurement of economic and social impact indicators, reinforcing a structured and accountable approach to impact finance.
The collaboration is expected to contribute to broader financial inclusion by reaching populations that have traditionally been underserved by conventional financing channels. At the same time, it seeks to support entrepreneurship, stimulate local economic activity and strengthen Morocco’s entrepreneurial ecosystem through the creation of sustainable value.
Chari’s digital infrastructure will play a central role in delivering these outcomes. Through its mobile application, retailers can order a wide range of products at competitive prices while benefiting from fast delivery services. The platform also provides integrated financial services, including payment solutions and micro-insurance, giving entrepreneurs access to essential business tools through a simple digital process. In addition, Chari has established direct communication channels with merchants through its digital platforms, allowing for closer engagement and ongoing support.
Founded in 2020 by Ismael Belkhayat and Sophia Alj, Chari is a Y Combinator-backed fintech and e-commerce platform serving grocery stores, independent shop owners, retailers and small and medium-sized enterprises. The company provides embedded financial services such as payments, micro-insurance and working capital while also operating a digital marketplace for consumers. Through its partnership with JAIDA, Chari is expanding its role in supporting inclusive economic growth and creating new opportunities for Morocco’s micro-entrepreneurs and small businesses.
