Exclusive Interview with Mr. Toufic Koussa , Co-Founder and CEO of Whish Money

UAE: Wednesday, 6th August 2025

Toufic Koussa is the Co-Founder and CEO of Whish Money, a fintech company redefining how people spend, and access money across Lebanon and beyond. A visionary leader driven by purpose, Toufic is committed to building technology that solves real-world problems, fosters economic opportunity, and connects communities through innovation. With a bold vision for the future of finance, Toufic continues to shape a company that not only adapts to change but drives it.

Lebanon’s resilience and entrepreneurial spirit are among the world’s most inspiring. At Whish Money, I’m proud to lead a team of brilliant minds building solutions that are relevant today and paving the way for a digital lifestyle. Our success in leading Lebanon’s shift from cash to digital payments has come from focusing on practical, customer-focused solutions for individuals and businesses.

During the period of instability in Lebanon, I knew we had to create something different, a digital financial solution that would be accessible and easy to use by everyone. Whish Money  became a critical financial lifeline, which provided an easier way to access and manage money. Today, our app enables customers to send and receive money, pay, shop, process payroll, recharge phones, available 24/7, designed to give full financial control from their own devices.

My mission has always been to build a scalable infrastructure with the rails to fuel the digital economy and enable that ecosystem to thrive and run smoothly. By delivering transparent, secure, and simple payment solutions for businesses through our product Whish Pay, we are empowering our business community and e-commerce entrepreneurs to grow faster, reach more customers, and turn Lebanon into a fully digitized economy.

Today, we serve over 1.3 million customers across 110+ countries and adding new services and countries every day.

Our rapid regional growth stems from understanding local needs, leveraging innovative technology, and forging strong strategic partnerships with global brands like Visa, TerraPay, Ria, Mastercard, Al Ansari Exchange to name a few. We invested heavily in creating a seamless user experience with a simple interface, which made adoption fast and effortless. Recognizing the challenges of low card usage and hassles of cash handling, we also introduced Whish Pay, a seamless, digital cardless checkout experience for businesses.

We are a fintech disruptor proud to be instrumental in shaping digitisation in Lebanon. We helped normalize digital wallets in a country with limited financial access, laying the foundation for a more inclusive, tech-powered, and digitally driven economy. Looking ahead, we’re scaling this success globally to the North America, Europe and GCC by expanding our alliances, investing in scalable infrastructure, and building a borderless, reliable payments ecosystem that is localised and adapted to diverse markets and consumers.

Collaborating with global leaders like Visa, TerraPay, Ria, Transfast, Send Wave, Uremit, Shift, Mastercard, and others helps us deliver the latest payment innovations, making our services more secure, compliant, and accepted everywhere. These global alliances enable us to offer international remittances, card solutions, and merchant payments that open new markets and boost trust among our customers. 

For example, the Whish Visa Card enables seamless payments and offers value-added perks like airport lounge access and zero cross-border fees. Likewise, our integration with Mastercard and TerraPay powers instant, secure money transfer rails to over 150 countries. These strategic partnerships drive our growth, expand our capabilities, and help us deliver trusted, innovative financial solutions worldwide.

We invest in tools that make KYC onboarding quick and seamless, using smart technology. We also reach customers through retail channels and walk-in locations. For those hesitant to use new tech, our support teams, via WhatsApp, call centers, and over 1,300+ retail outlets, are there to help in person. I believe that the convergence of technology with our strong retail presence and dedicated customer support is our winning formula.

Our mission is to keep everything straightforward and promote financial literacy, so more people understand and trust digital finance. That’s how we empower underserved communities to participate fully in the economy.

Our vision is to build a truly borderless digital payment ecosystem that connects different communities, businesses, and financial institutions worldwide. We plan to continue enhancing our offerings in the Middle East and expand into new regions like North America and Europe, tailoring our solutions to fit each region’s unique needs.

With our innovative technology, we aim to develop cross-border solutions that serve the evolving needs of individuals, businesses, and institutions everywhere. Ultimately, we want to be recognized as a trusted global fintech leader enabling seamless, secure, and inclusive transactions no matter where you are.

Navigating the regional regulatory landscape requires proactive engagement, transparency, and a strong focus on compliance. We work closely with regulators and invest heavily in our compliance frameworks, including advanced AML and KYC protocols, to meet evolving global standards. Our team maintains open dialogue with regulators and adopts best practices from international standards. Beyond compliance, our strength lies in innovation.

Our tech-driven approach allows us to be agile, adapt quickly, and stay ahead of regulatory changes. This agility, combined with our focus on being a tech disruptor, enables us to operate confidently even in a challenging environment.

Our 2030 vision is driven by a five-point strategy: first, customizing product solutions to cater to global segments; second, expanding our distribution via agent and merchant networks; third, friction free onboarding processes; fourth, leveraging technology to reach remote and underserved areas; and fifth, investing in financial literacy through grassroots and community-based programs to empower everyone to participate confidently. We are committed to creating a financial ecosystem that empowers and includes all.

At Whish, I believe staying ahead means constantly pushing for innovation, forming strong partnerships, and investing in R&D. We keep a close eye on new technologies like AI, blockchain, machine learning, and biometric security to see how they can improve what we offer. Our innovation labs and collaborations with global tech leaders help us pilot solutions that enhance security, user experience, and operational efficiency.

Today, we operate at the intersection of innovation and purpose. Our mission is about more than just transactions — it’s about giving people the tools they need to participate fully in the financial system. We aim to grow thoughtfully, build responsibly, and always prioritize the needs of our customers. For me, disruption isn’t about hype; it’s about creating real, lasting change where it counts most, in the hands of the people the use it.

About Whish Money

As part of the Talaco Group established in 2004, Whish Money is a leading fintech company, licensed and regulated by the Central Bank of Lebanon. Headquartered in Lebanon, with offices in the UAE and USA, Whish Money serves an expansive user base of over 1 million individuals across more than 110 countries. Leveraging an extensive regional network of over 1,200 agents in Lebanon and 3,000 points of sale in the UAE, the company continues to amplify its reach and impact. Whish Money provides a diverse portfolio of digital financial services, including versatile payment solutions, secure remittances, and comprehensive merchant tools tailored for both businesses and individual clients.

Learn more at https://apps.whish.money/