Tookeez, a Moroccan Blockchain loyalty startup, has raised $1.5 million from Azur Innovation Fund, a public private seed capital fund in Morocco.

As per the press release, the startup plans to use the funds to expand into Morocco and the MENA region. The funds will also go into technical development for its blockchain technology system. The fintech startup is a universal system that aggregates loyalty points from a wide range of brands into a single wallet. This wallet enables transactions to be carried out across a wide network of shops and brands, making the platform a source of additional value and complementary income for the ecosystem.

Following this, tookeez plans to expand into other African countries by 2026 to reach 4 million active members by 2028.

Hicham Amadi, Wiam and Siham Emejjad founded tookeez with an aim of eliminating the challenges associated with loyalty point conversions and transforms the royalty program ecosystem. The biggest challenge is point accumulation which is usually slow, while redemption is also difficult.

Siham Elmejjad, CEO of tookeez, comments, “We are humbled by the trust of our investors. This fundraising marks a crucial step in our development. Our goal is to reach 4 million active members by 2028. To make tookeez a true ecosystem of economic and financial inclusion for our continent.”

tookeez collects loyalty points from multiple brands and stores them in a wallet, which users can then use to transact across a large network of stores and brands. Brands use tookeez to allow their customers to pay with accumulated points.

Azur Innovation Fund noted that it is proud to collaborate with tookeez, recognizing that the startup is redefining the customer loyalty ecosystem. “Our ambition is to support entrepreneurs who have a significant impact on the world, and tookeez embodies this vision perfectly,” Adnane Filali, President of Azur Innovation Fund, said.

The loyalty market in Africa and the Middle East is expected to reach $6.48 billion in 2024. Between 2019 to 2023, this market recorded a CAGR value of 12.1%. It is predicted that this market in the region will continue to grow at a CAGR of 9.7% between 2024-2028.