The investment round was led by Azur Innovation Fund, a prominent public-private seed capital fund based in Casablanca.

Tookeez plans to utilize the funds to fuel its expansion across Morocco and the wider Middle East and North Africa (MENA) region.

Additionally, a significant portion will be directed towards enhancing its core blockchain-based platform. With this strategic investment, Tookeez aims to establish itself as a leading force in Africa’s loyalty program landscape, targeting a reach of 4 million active users by 2028.

Founded by Hicham Amadi alongside sisters Wiam and Siham Elmejjad, Tookeez tackles a major pain point for both businesses and consumers: the inefficiency of traditional loyalty programs.

These programs often frustrate customers with slow point accumulation and limited redemption options. Conversely, businesses struggle with managing complex point conversion systems.

Tookeez offers a user-friendly solution by aggregating loyalty points from various programs into a single, secure digital wallet. This empowers users to seamlessly transact across a vast network of partner stores and brands using their accumulated points. Businesses, on the other hand, benefit from a streamlined system that allows them to offer point-based redemption options to their customers.

Azur Innovation Fund expressed strong support for Tookeez, recognizing its potential to revolutionize the customer loyalty landscape.

“We are proud to partner with Tookeez, a company redefining the way businesses and consumers interact through loyalty programs,” stated Adnane Filali, President of Azur Innovation Fund.

“Their vision perfectly aligns with our mission of supporting impactful entrepreneurs who are shaping the future.”