Société Générale Maroc turns the page: Welcome to Saham Bank, the accelerator of your ambitions!

This is a real turning point in the Moroccan banking landscape! This Wednesday, June 18, 2025, Société Générale Maroc officially unveiled its complete transformation, marking the end of an era and the beginning of a new adventure under the banner of Saham Bank. This transformation, expected since its acquisition by Saham Finances, is not limited to a simple change of name: it is a strategic and visual rebirth.

Gone is the iconic red and black. Make way for a new, fresh and dynamic visual identity, presented this very morning with a certain brilliance. The new logo, colors and graphic universe clearly embody the bank’s desire to reinvent itself while anchoring itself in its heritage. Because let’s make no mistake: Saham Bank is not starting from scratch. She proudly presents herself as the heir to a “historic” institution, recognized for its rigorous expertise, promising to write an exciting “new chapter” in this long history.

And the new slogan? It hits the right note: “Accelerator of your ambitions”. A strong message which summarizes the central promise of the new entity: to be much more than a simple bank, but a true growth partner for its clients, individuals and businesses.

But concretely, what trajectory for Saham Bank? Ahmed El Yacoubi, Chairman of the Management Board, detailed with conviction the ambitious roadmap structured around three key dynamics:

Queen of Simplification: No more labyrinthine routes and incomprehensible offers! Saham Bank is embarking on a major simplification project. The objective? “Create value for the customer by making complexity completely transparent to them.” This will involve an in-depth cleaning of the internal organization, business processes, customer journeys and product offerings. An approach presented as fundamental for regaining agility and efficiency.

Digitalization, an essential driver: Identified as the main lever of this simplification, the acceleration of digital transformation is no longer an option, but a vital necessity. El Yacoubi affirms: this advanced digitalization is the “guarantee of a tangible improvement in the customer offering” and the key to “bringing value to the market”. Expect to see the emergence of 100% fluid digital journeys and innovative tools in the months to come.

Relational and Operational Excellence, the Bank’s DNA: At the heart of it all, the customer. Saham Bank places the satisfaction and needs of its customers as the top priority of its strategy. This translates into a double commitment: relational excellence (personalized, responsive and quality service) and operational excellence (internal processes well-oiled to deliver impeccable service). The main idea? “Putting the banker back at the center of the banking offering”, not as a salesman, but as a real advisor of proximity and expertise.

The takeoff is given. The name and image change is just the tip of the iceberg. The real transformation of the former Société Générale Maroc into Saham Bank, this “ambition accelerator”, promises to be profound and structuring. The Moroccan market and customers are now carefully observing how this promise of simplicity, digital and exceptional service will materialize on the ground. A turn to follow very closely!

Mohamed Khartouf