A platform born from frustration.

It all begins in winter 2023, in an office of an FMCG multinational in Casablanca. Yasmine Bennani, then digital marketing director, has just received the fourth agency quote for an influence campaign she wanted to launch before Ramadan. The quote came after thirteen days of back-and-forth, proposes eight creators she hadn't asked for, and charges 38% management fees. That evening, returning to Anfa, she sends a message to Mehdi El Amrani, an ENSIAS engineer friend met ten years earlier: "There's something to do."

Mehdi, freshly returned from Paris after co-building and reselling a tourism marketplace, shares exactly the same intuition. He has seen from the inside how platforms like Malt or Upwork transformed tech freelance in Europe — and he knows that Morocco does not yet have the equivalent for creators. Yet, the Moroccan creator economy has been exploding since the pandemic: Moroccans spend an average of 3h22 per day on social networks, the local digital advertising market exceeded one billion dirhams in 2023, and more than 12,000 active creators live — or want to live — from their audience.

The third pillar arrives in March 2024: Sara Cherkaoui, HEM graduate, former talent manager in the Moroccan music business, personally knows half the creators who matter in the Kingdom. She joins as co-founder and brings what neither Yasmine nor Mehdi have: the long, patient human relationship with talents. The trio settles at La Factory, the O Capital group incubator in Casablanca, where they spend the following four months interviewing one hundred brands and two hundred creators before writing the first line of code.

Seed funding closed in spring 2024 and the team grew across design, engineering and growth. The MVP shipped in private beta in autumn 2024 with a first circle of creators and pilot brands, whose feedback shaped the brief-and-escrow flow as it exists today.

In February 2025, Wassit opens to the public at an event at NumA. Six hundred creators sign up in forty-eight hours. TelQuel titles: "The platform that wants to be the Moroccan Malt for influencers." Six months later, in September 2025, a Series A of 35 million dirhams is announced, this time led by UM6P Ventures. Assumed objective: to become the reference infrastructure for the creator economy in Francophone Africa. But the ambition itself remains the same as that first message from December 2023 — to make the absurd fluid, and the opaque clear.