Société Générale Maroc is turning a page in its history as it becomes Saham Bank. Backed by the Saham Group, this new banking entity combines a century of expertise with a forward-looking ambition. With a new name, new identity, and new vision, Saham Bank aims to be a disruptive player in the Moroccan market, placing impact, proximity, and innovation at the heart of its model. Six months after being acquired by the Saham Group, Société Générale Marocaine de Banques (SGMB) has officially rebranded as Saham Bank. The name change marks the end of the first phase of its transformation and the start of a new chapter, one that blends nearly a century of banking experience with a bold, forward-looking vision. Positioning itself as a next-generation bank, Saham Bank combines the legacy and discipline of an established institution with the entrepreneurial energy of its new shareholder. The shift comes with a renewed focus on customer experience, simplified services with real impact, a more agile leadership culture, and a stronger presence on the ground. Early signs are promising. The bank reported a 16.97% rise in net profit in Q1 2025, reaching 420 million dirhams, a clear signal that the strategy is already gaining traction. Stable Governance with a Renewed Vision Unveiled in Casablanca on June 18, Saham Bank is backed by stable leadership. Saham Group founder Moulay Hafid Elalamy now chairs the Supervisory Board, joined by Moulay M'Hamed Elalamy as vice president. Ahmed El Yacoubi continues as Chairman of the Management Board, with his existing team in place, ensuring operational continuity while aligning with Saham's long-term vision. Since the transition, the bank has begun redesigning its customer journey for clarity and efficiency, rolling out new offers built around real value, and evolving its internal culture to emphasize local engagement, teamwork, and initiative. Looking Ahead: A New Strategy for Moroccans Abroad? Saham Bank is also rolling out a new visual identity, modern and distinctive, yet still recognizable. The goal, says leadership, is to deliver «the best of both worlds»: honoring SGMB's legacy while building a more personal, accessible banking experience. When asked by Yabiladi about plans for Moroccans living abroad (MREs), El Yacoubi admitted this market has been overlooked. «We currently hold just 4% of the MRE market. With Saham, we've been asked to rethink that», he said. A new strategy is in the works to offer tailored, competitive solutions for Moroccans around the world.
