Company
One team. Three category leaders.
Buying a home shouldn't feel like a bureaucracy. AFDAL is the missing interface layer for homeownership: we fix the broken doors to home financing worldwide, one door at a time.
The same core group built Morocco's largest digital agency, its largest ad network, and now its leading mortgage infrastructure: live at 10+ institutions on about $1M of total funding.
The team forms
Marshmallow Digital becomes Morocco's #1 digital agency, then the country's largest ad network, powering the classifieds leader to a $35M exit.
Afdal.ma launches
Morocco's first mortgage comparator: 5,000+ offers from 12 banks, ~7B MAD of financing accessed by 7,000+ people. Backed by EMTECH. Today it also hosts our avatar AI advisor and powers our market intelligence.
Pivot to B2B infrastructure
The engine goes white-label. Successive signatures with CIH Bank, BCP, Crédit Agricole du Maroc, Bank of Africa, Bank Al Karam, Bank Assafa and more.
Build-vs-buy settled
A Tier-1 bank that tried to rebuild the engine in-house re-signs with AFDAL.
First agentic-AI mortgage advisor
Live since 6 April at Bank Assafa, unveiled at GITEX Africa. #1 at Med-IA (BPI France × AFD). Plug and Play and Startup World Cup take AFDAL to Silicon Valley.
Four co-founders
The same core group since the agency days.
Bachir Benslimane
MSc Real Estate Finance & Investments (Henley Business School). Ex-Morgan Stanley, UBS PaineWebber, PwC, EY. Architect of the pricing engine.
Abdessamad Misbah
Founder of Digital Brains Agency. Architect of AFDAL's agentic AI. 16 years building with Bachir.
Fadila Fouad
Owns delivery and product development across bank deployments.
Yassine El Wahidi
Full-stack; owns the production platform across every bank deployment.
The team
Meriem Halla
Finance, controls and bank-grade reporting.
Asmaa Saouidi
Multi-bank account management, from deployment to ongoing success.
Plug and Play Morocco · 2026 cohort
Med-IA · BPI France × MEAE × AFD · voted by 32 VC funds
The Morocco Accelerator Cohort 2 · Plug and Play
Startup World Cup Morocco 2026 · of 130+ applicants
Supernova semi-finalist · 2023
Attijariwafa bank Group internal innovation award
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