Wafa Cash: From Siloed Organization to Agile Product Model in 12 Months
Wafa Cash
Attijariwafa bank subsidiary · Money Transfer
The Initial Challenge
A leading money transfer company in Morocco and subsidiary of Attijariwafa bank, Wafa Cash operated under a traditional siloed organizational model: IT, Marketing, Business Development, Financial Inclusion, International, and HR each advanced at their own pace, with rarely aligned priorities. The project portfolio was saturated, time-to-market was growing, and teams struggled to deliver high-value products in an increasingly competitive fintech market.
Senior leadership wanted to shift from a project-based logic to a product-based logic, with cross-functional governance enabling faster, better, and measurable delivery.
Our Solution
360° Diagnostic — Comprehensive audit across all departments (IT, Marketing, Inclusion, Business Development, International, HR) to map value streams, identify bottlenecks, and assess agile maturity.
Transformation Roadmap — Co-created with the Executive Committee, aligning teams around products rather than projects, with measurable quarterly milestones.
Agile Product Operating Model (APOM) Deployment — Implementation of an enterprise-wide operating model structured around value streams (Transfer & Change, Financial Inclusion, Corporate, Digital Inside) with 80% WIP reduction.
Product Owner Role Redefinition — Introduction of OKRs, clarified responsibilities, tooling with Azure DevOps for backlog management. Individual coaching of 8 Product Owners.
Continuous Coaching & Governance — Supporting POs in product vision, roadmap alignment, and stakeholder engagement at every sprint.
Impact and Results
Within 12 months, Wafa Cash moved from a saturated portfolio to a controlled delivery flow. The 80% reduction in work-in-progress freed team capacity, enabling a 35% increase in quarterly velocity.
Repositioning the Product Owner role was a decisive lever: 89% of POs reported stronger role clarity and 69% better product visibility. This clarity directly contributed to delivering two strategic products — CASH Express Web and the Partners Portal — in just 5 months, initiatives that had stalled for over a year.
About the project
“Before, we managed projects. Now, we drive products. Our teams know why they work, and the results follow.”
Directeur Général Adjoint
Wafa Cash
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