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Bank Al Yousr, a pioneering force in Morocco’s participatory banking sector, has quickly established itself as a benchmark of innovation, ethical finance, and strategic excellence. Founded in 2016 as a subsidiary of the BCP Group, the bank operates independently, offering fully Sharia-compliant financial solutions to individuals, professionals, and corporations across the Kingdom. Since its inception, Bank Al Yousr has remained steadfast in its mission to redefine the possibilities of Islamic banking in the modern age.
Under the visionary leadership of Ms. Mouna Lebnioury, CEO of Bank Al Yousr since 2018, the bank has delivered consistent value through a blend of responsible banking, innovation, and a strong customer-centric ethos. Ms. Lebnioury, a seasoned leader with extensive experience in Morocco’s financial landscape, has guided the bank through rapid growth and remarkable transformation—positioning it as a trusted partner for businesses and communities alike.
In 2024, Bank Al Yousr’s achievements were globally recognized when it was awarded the prestigious title of "Excellence in Islamic Corporate Banking – Morocco, 2024" by the Global Brand Frontier Awards, presented by Boston Brand Research & Media. This accolade honors the bank’s trailblazing efforts in designing ethical, forward-thinking corporate banking solutions and its contributions to Morocco’s economic development.
With a robust portfolio of Sharia-compliant products such as Ijara and Murabaha, the bank continues to provide innovative tools for businesses seeking sustainable financial growth. Its commitment to SMEs, digital transformation, and financial inclusion further reflect its role as a key enabler of Morocco’s evolving banking landscape.
Boston Brand Research & Media is proud to present this exclusive interview with Ms. Mouna Lebnioury, where she shares insights into the bank’s growth journey, its values, strategic priorities, and vision for the future of Islamic corporate banking.
Interview Questions:
At Bank Al Yousr, our vision and mission are deeply aligned with the core principles of Participation banking. Our goal is to accompany our customers in their development journey, providing them with the necessary expertise and financial instruments that comply with Sharia principles. We adhere strictly to the guidelines of the Higher Council of Ulama, and our approach is always focused on not just being compliant with Sharia law but also upholding the broader Sharia objectives. In doing so, we aim to contribute to both the environmental and social welfare of the nation.
Since its inception, Bank Al Yousr has set itself the goal of becoming a leader in Islamic banking in Morocco. One of its strategic choices has been to target SMEs and businesses, encouraging investment and contributing to economic growth. The implementation of this strategy has been facilitated by our years of cumulative experience (and I'm talking here about the management team and all the sales teams). With this knowledge of market expectations, we have been able to develop a comprehensive range of products and services that meet our promises and have been well-received by our target audiences, giving us a dominant market share in this segment. We also reached our break-even point in 2023 and have met all the performance commitments made as part of a medium-term plan that our governance bodies initially deemed ambitious.
Winning the "Excellence in Islamic Corporate Banking – Morocco, 2024" award was a significant milestone for Bank Al Yousr. Our success is rooted in the strong relationships we’ve built with hundreds of SMEs across different sectors, where we have supported their vision and development. As the bank with the highest exposure to Corporate banking in Morocco, we have developed a range of innovative products and services to provide a competitive customer experience. This recognition is not only a testament to our work but also a motivator for us to continue pushing boundaries and delivering excellence.
For our corporate clients, Bank Al Yousr has implemented financing lines that support businesses throughout their investment projects. But our approach goes beyond just providing financial products; we work closely with businesses to guide them through paradigm shifts, challenge their business plans, and help them find the most optimal configurations for their growth. Products like Salam and Murabaha have been tailored to cater to corporate needs, offering financing solutions that are not only Sharia-compliant but also deeply aligned with the business objectives of our clients.
At Bank Al Yousr, we are committed to staying at the forefront of financial technology. We have implemented digital banking solutions for all customer segments and continue to enhance our online banking offerings. We are also thinking about the use of artificial intelligence in our processes as a tool to further improve customer experience and streamline our operations. The goal is to create a seamless, efficient, and user-friendly banking experience for our clients, which is essential as we look to the future of digital banking.
Bank Al Yousr has always been at the forefront of launching innovative solutions for SMEs. For example, we were the first bank to launch Salam financing, which has quickly become one of our flagship products. Additionally, we offer financing lines that include all our Sharia-compliant products and tailored service packages at lower prices, adapted to the different profiles of businesses. We are proud of the success stories we've helped build, particularly in sectors such as energy efficiency, real estate, health, and education. In our upcoming newsletter, we’ll be sharing some of these success stories, as we believe that beyond the numbers, we can inspire others to achieve success.
Bank Al Yousr places a strong emphasis on ensuring full compliance with Sharia principles across all of our operations. We have a dedicated internal department for compliance with the guidelines of the Higher Council of Ulama. Additionally, we are the only bank in Morocco to have hired an external Sharia expert to support our compliance efforts and lead internal and external educational campaigns. We also undergo an external legal Sharia audit every year, which ensures transparency and accountability in our operations.
Our focus on financial inclusion has been twofold: supporting underserved SMEs and reaching individuals who have self-excluded from traditional banking due to religious reasons. Over the past years, we’ve made significant strides in both areas. While there is still much to be done, we’re proud of our achievements and remain committed to expanding financial access to all sectors of society.
Looking ahead, our key priorities at Bank Al Yousr are to stabilize our model as a leader in the banking sector while maintaining our close relationship with customers. We plan to accelerate our digitization efforts and stay focused on sustainability. Our vision is to become a digital, sustainable Islamic bank in Morocco, inspiring all our stakeholders and setting the standard for the future of Islamic corporate banking.
The challenges in implementing Islamic finance are what fuel our passion. The process of selecting the right model, approach, strategies, and timing can be complex. There are also external challenges such as regulation, technology, and people’s mindset. These hurdles drive us to turn challenges into success stories. We understand that Bank Al Yousr’s success is not just the sum of its achievements but the collective success of our customers.
To all the entrepreneurs who once felt held back by their convictions: today, you are free to bring your dreams to life. Islamic finance is not just an alternative—it is a powerful tool that allows you to build, grow, and succeed without compromise. The path may be challenging, but each step forward proves that ambition and faith can go hand in hand. Stay the course, push forward, and turn your vision into reality. The doors are open—walk through them with confidence.”
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