Alya Pay: Morocco’s First Interest-Free Installment Fintech Startup

Born out of expertise shaped between Paris, Riyadh, and Casablanca, Alya Pay has quickly established itself as part of the next generation of fintech services. Founded by entrepreneur Brahim Zaid, the Moroccan startup provides a seamless interest-free installment payment solution, allowing consumers to split their purchases into two, three, or four equal payments—available both in-store and online.

How Alya Pay Works: Simple, Fast, and Free for Users

The mechanism is straightforward and designed for convenience: at the moment of purchase, the customer pays the first installment. The remaining payments are automatically debited every 30 days.

Importantly, this service is entirely free for the end user. Instead, it is financed by participating merchants, who see the tool as a direct lever for sales growth and improved customer conversion. By removing upfront payment friction, Alya Pay helps retailers capture hesitant buyers and boost average transaction sizes.

How Alya Pay Works: Simple, Fast, and Free for Users

Alya Pay has already been adopted by over 100 retail brands, and the integration process is fast—less than three minutes at the point of sale. Its application spans a diverse range of industries, including:

• Furniture
• Sports equipment
• Consumer electronics
• Educational services
• Fashion retail

Notable national chains like Monsieur Bricolage, Feu Vert, and Jacadi are among its current partners.

From Technopark Casablanca to Africa’s Fintech Future

Alya Pay is headquartered at Technopark Casablanca, Morocco’s leading innovation hub, which has played a key role in helping the startup shape its product offering and refine its go-to-market strategy. Surrounded by a vibrant ecosystem of startups and tech talent, Alya Pay has been able to scale quickly.

The company is backed by prominent investors such as:

• Proparco (a French development finance institution)
• Plug and Play (a global startup accelerator based in Silicon Valley)
• M Founders

Currently preparing a new round of fundraising—with the amount still confidential—the startup aims to solidify its position in the Moroccan market and expand into Francophone Africa over the medium term.

A Vision of Democratized, Localized Payment Innovation

Alya Pay’s mission is both ambitious and localized: to make installment payments a mainstream, accessible, and essential option for both consumers and retailers throughout Morocco and beyond.

“Our mission is to simplify access to installment payments by offering a solution that is 100% local, fast, transparent, and aligned with the highest global standards,” says founder Brahim Zaid.

Technopark: Morocco’s Engine of Innovation

The Technopark network is a public-private partnership that serves as a vital support structure for innovation in Morocco. With campuses in Casablanca, Rabat, Tangier, Agadir, and Essaouira, it hosts startups generating over 1 billion Moroccan dirhams (about $100 million USD) in annual revenue and employing more than 3,000 qualified professionals.

Since opening its first campus in Casablanca in 2000, Technopark has:

• Supported over 3,500 startups
• Helped create more than 15,000 direct and indirect jobs
• Incubated companies in strategic sectors such as digital technology, renewable energy, and cultural industries

Its expansion plans include launching new hubs in Fès, Oujda, and Tiznit, further reinforcing Morocco’s role as a regional innovation leader.

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(Featured image by SumUp via Unsplash)

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