Chari is a banking-as-a-service provider and FMCG distributor that operates in Morocco. Founded in 2020, the company now prioritizes financial services for traditional retailers. Unbanked shop owners use the mobile app to access digital payments, microcredit, and other banking tools.

Chari maintains its FMCG distribution as a secondary offering to drive user engagement. Shop owners use the app to order store inventory and receive deliveries. By combining financial services with retail logistics, the business digitizes informal grocery stores and helps merchants build credit profiles. The company uses transaction data to underwrite loans, offer tailored financial products, and streamline daily operations for local shop owners.