"Saham Bank" Officially Launches and Reveals New Strategy Following Saham Group’s Acquisition of SGMB
Saham Group announced on Wednesday, June 18, 2025, in Casablanca, the official transformation of the Moroccan Public Bank (SGMB) into "Saham Bank," following the completion of the acquisition that took place in December 2024. This transformation marks the beginning of a new strategic phase built on a century of banking experience, looking towards the future with a renewed entrepreneurial vision.
Saham Bank is betting on an innovative banking model that combines historical rigor with openness to change. Over the past six months, the bank has worked on redesigning customer service pathways, modernizing its internal structures, and launching a vision aimed at enhancing tangible impact, while developing a governance model that boosts collective performance and strengthens the institution’s local presence.
At the core of this transformation, the bank’s new brand identity is based on five clear strategic pillars: operational excellence, practical proximity, trust in customer relationships, practical innovation, and social responsibility with actual impact. These elements aim to create a banking experience that aligns with customer aspirations and the realities of the Moroccan market.
Financially, Saham Bank has recorded significant growth in its results, with net profits rising by 16.97% to reach 420 million dirhams in the first quarter of 2025. This performance reflects the effectiveness of the new model and its capability to establish a strong position within the banking sector.
The bank has launched a visual identity that reflects a balance between roots and innovation. The new logo design combines a traditional Arabic script emphasizing Moroccan identity with a modern font that showcases future aspirations, using colors that convey trust, stability, and warmth, thereby asserting the image of a modern bank open to changes in society and the economy.
Regarding the administrative structure, the bank maintains its executive stability with the same management team led by Ahmed El Yaacoubi. The Supervisory Board is headed by Moulay Hafid El Alamy, the founder of Saham Group, alongside his deputy Moulay Mohammed El Alamy and a team of banking professionals. This composition strengthens the balance between strategic vision and operational expertise, establishing a strong governance framework that ensures continuity and effectiveness.
Moulay Hafid El Alamy emphasized that the "Saham Bank" project is built on a firm conviction: customers expect specialized and flexible services, with a constant commitment to quality, precision, and a spirit of innovation.
This conviction has been translated into a clear action plan that centers on the customer, involving the restructuring of customer experiences, adopting a management culture based on performance and initiative, and proposing commitments grounded in added value and measurable results. Additional developments in this dynamic are anticipated in the coming months.
Saham Bank is one of the oldest banking institutions in Morocco, established in 1913, and has since played a pivotal role in supporting economic development. The bank today serves a wide customer base that includes individuals, professionals, and businesses, continuing its commitment to innovation, quality, and sustainability, reinforcing its position as a key player in the Moroccan banking sector.
