Toufic Koussa, Co-Founder and CEO of Whish Money, explains how the platform is driving financial inclusion across Lebanon and beyond through secure, compliant, and user-centric fintech solutions—powered by global partnerships, AI, and blockchain to build a trusted digital ecosystem.
What was the inspiration behind launching Whish Money, and how does it differentiate itself from traditional digital wallets and fintech platforms in the region?
Whish Money was born out of a simple yet powerful vision: to transform a cash-based economy into a digital-first, compliant, and accessible financial ecosystem. What sets Whish Money apart is that it is more than just a digital wallet. It’s a comprehensive financial ecosystem that integrates secure, seamless, cross-border solutions tailored to real-world needs. We focus on practical, people-first products that enable users to control their finances from their devices.
Our commitment to adhering to global compliance standards, working with partners like Mastercard and Visa, coupled with our agility and customer-centric approach, has been instrumental in building trust and enabling us to scale effectively. Today, we proudly serve over 1.3 million users across 110 countries. Our success demonstrates that agility combined with trustworthy solutions can drive meaningful scale and impact.
What problem in the financial ecosystem are you solving, and how has user feedback shaped your product roadmap since launch?
Our mission is clear: to increase financial inclusion in a region where cash transactions still dominate, and people are underserved. Beyond mere access, we aim to build trust and relevance through fast, reliable, and secure solutions. User feedback has been central to shaping our product development. We listened closely to our customers’ challenges and needs, which led us to introduce features like instant transfers, digital payroll solutions, and QR-based merchant payments.
Every new feature and service we roll out is driven by real insights, from families needing quick remittances to small businesses seeking affordable digital payment options. These insights have guided us in expanding our cash-in and cash-out networks, issuing digital prepaid cards, and refining our user experience. By embedding user voice at every step, we’ve built solutions that turn problems into opportunities for inclusion and growth.
How is Whish Money helping drive Lebanon’s digital transformation, and how are you overcoming the economic and infrastructural challenges to shift a largely cash-based society toward digital payments?
Lebanon is a dynamic market where digital innovation can unlock tremendous opportunities. We see these challenges as catalysts for creating smarter, more practical solutions that enhance everyday financial experiences. By offering accessible and reliable financial services, we’ve contributed significantly to Lebanon’s digital evolution. Digitizing salaries for corporate clients has expanded formal financial participation, QR code-based payments have made daily transactions safer and seamless and instant remittances have opened new avenues for families and businesses to grow.
We are licensed by the Central Bank of Lebanon and adhere to the highest compliance standards, building trust with users and partners alike. Even in a demanding environment, the focus on simplicity, security, and relevance demonstrates that digital solutions can thrive and propel the Lebanese economy forward.
From your beginnings in Lebanon to scaling globally, how has Whish positioned itself as a regional fintech leader—and what lessons have shaped your expansion journey?
Our journey started with a deep understanding of the domestic market’s needs and the recognition that digital financial solutions could be a catalyst for economic participation. While our roots are in Lebanon, our vision was always global. The key lessons in our expansion include the importance of agility, compliance, and strong strategic partnerships. We learned that trust is vital; every market presents unique regulations, cultural nuances, and infrastructural realities. We prioritized listening and adapting locally, rather than applying a one-size-fits-all approach.
Establishing offices in the United States, UAE, and Canada allowed us to build local channels for growth while maintaining a scalable core infrastructure. Constant innovation combined with local adaptation has enabled us to be accepted and trusted in diverse markets. This approach has shaped our journey into becoming a regional fintech leader and a trusted name across borders.
What role does embedded finance or ecosystem partnerships with telcos, e-commerce platforms, banks, Mastercard, Visa, and others play in your growth strategy?
We view Whish Money as an embedded financial engine rather than just a standalone wallet. Our partnerships with telcos, e-commerce platforms, banks, and international payment networks like Visa and Mastercard are central to this vision. They help us extend our reach, diversify our product offerings, and instill greater confidence among our users. For example, with Mastercard, we offer seamless global remittances to Lebanon and our Visa card offers privileged benefits like airport lounge access and zero cross-border fees, making digital payments more appealing.
Collaborating with international remittance leaders like Ria and TerraPay has strengthened our position in the global money movement space, enhancing our ability to serve the diverse needs of both individual and business customers who require seamless international financial transactions. Partnerships are the foundation of our ecosystem; they define our growth, expand our reach, and solidify our position as a trusted leader in digital finance.
How do you balance rapid innovation with strong compliance frameworks—especially in an industry where trust, regulation, and security are non-negotiable?
In fintech, speed without trust is meaningless. At Whish, we’ve turned compliance into a technology challenge rather than an operational requirement. Our platform is built on a multi-layered security stack that includes real-time monitoring, end-to-end encryption, and strict adherence to international standards like FATF.
Being licensed by the Central Bank of Lebanon and aligning with global best practices allows us to innovate quickly without compromising security. This balance is essential for building trust with our users, partners, and regulators and enables us to expand responsibly while maintaining the integrity of our services.
Financial inclusion is a core part of Whish’s mission. What are some tangible impacts you’ve seen in empowering communities that were previously excluded from formal financial systems?
Financial inclusion is at the heart of what we do. We’ve seen firsthand how accessible, simple digital solutions can transform lives and open new opportunities for underserved communities. For example, by providing easy digital onboarding, we enable small entrepreneurs and families in remote areas to participate fully in the economy. Our focus on financial literacy helps demystify digital finance, empowering users to manage their finances responsibly.
We’ve also expanded cash-in and cash-out networks and introduced innovative products like merchant QR payments and digital remittances, which have helped lift thousands of people out of financial exclusion. The tangible impact is a more empowered, inclusive community where everyone has the tools to build a better financial future.
Looking ahead, how do you see fintech evolving in the next five years—and what role will technologies like AI and blockchain play in Whish’s long-term strategy?
The next five years will see fintech becoming even more intelligent, borderless, and integrated into everyday life. Technologies like AI will play a crucial role in personalizing financial services, making them more intuitive and responsive to individual needs. Blockchain will enhance security, transparency, and speed in cross-border transactions, enabling instant remittances and decentralized finance applications to reach new levels. At Whish, we are investing heavily in these emerging technologies.
Our goal is to leverage AI for smarter fraud detection, personalized financial management, and improved customer experiences. Blockchain will help us craft a secure, compliant, and scalable infrastructure for global payments. Ultimately, our strategy is to stay at the forefront of innovation, ensuring that we can deliver seamless, inclusive, and future-proof financial solutions that adapt to a rapidly evolving digital landscape.
