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Al ,ada Ventures has joined a $4 million seed investment in Moroccan fintech startup WafR, backing the company’s push to widen access to digital financial services for small retailers across the country.
The oversubscribed round was co-led by LoftyInc Capital and Attijariwafa Ventures, with participation from returning investors UM6P Ventures and First Circle Capital. The deal marks one of the first investments from LoftyInc’s recently launched Alpha Fund and signals growing investor appetite for early-stage fintech ventures focused on underserved markets.
WafR operates at the intersection of informal commerce and digital finance. Its platform equips neighbourhood shop owners with tools to offer services that go beyond traditional retail. Through a simple digital interface, merchants can facilitate bill payments, mobile top-ups and other essential transactions for customers who often lack easy access to formal banking channels.
In Morocco, where small shops anchor daily life in many communities, that model has gained traction. By embedding financial services within trusted local businesses, WafR is creating new revenue streams for shopkeepers while helping residents complete everyday transactions closer to home.
Mariam Kamel, partner at LoftyInc Capital, said the firm views WafR as aligned with its broader strategy of backing founders building infrastructure for Africa’s digital economy.
“We are proud to co-lead this round and champion WafR’s bold mission,” Kamel said. “This investment reflects our commitment to supporting strong founders in high-potential markets who are solving foundational challenges. WafR is unlocking access to essential financial services for thousands of underserved Moroccans, and that is the type of impact we aim to scale across the continent.”
The participation of Almada Ventures adds regional depth to the investor base. The firm has increasingly positioned itself as a supporter of technology-driven businesses seeking to bridge structural gaps in financial access and digital commerce.
Ismail Bargach, WafR’s chief executive and co-founder, described the funding as a turning point for the startup.
“The entry of LoftyInc Capital, Attijariwafa Ventures and Almada Ventures is a pivotal milestone,” Bargach said. “Their support brings not only capital but deep fintech experience and strong regional networks that will be instrumental as we scale our impact.”
WafR plans to use the new capital to grow its merchant network across Morocco, expand its range of services and strengthen its digital infrastructure. The company is betting that demand for accessible, shop-based financial services will continue to rise as consumers seek convenience and small businesses look for additional income streams.
