In a region where financial access has long been fragmented and trust in traditional systems strained, Toufic Koussa, Co-Founder and CEO of Whish Money, has emerged as a driving force for digital transformation. Under his leadership, the fintech has grown from a bold idea born in Lebanon to a regional powerhouse connecting over 1 million users across 110+ countries. His vision is simple yet profound: make financial services simple, inclusive, and borderless.
Building Trust in Volatile Times
Launching a fintech in Lebanon against a backdrop of economic crisis and infrastructural instability meant navigating uncharted territory. For Koussa, the greatest challenge was trust.
“The biggest challenge was establishing trust during a shifting financial environment. We focused on building a digital-first platform that’s secure, easy to use, and transparent,” he says.
Through financial literacy programs, regulatory collaboration, and strong customer support, Whish Money turned skeptics into believers. By guiding users step by step, the company not only overcame initial barriers but also positioned itself as a trusted partner in financial resilience.
From Local Disruptor to Regional Leader
Today, Whish Money is no longer just a Lebanese disruptor, it’s a regional leader, expanding into global markets like the GCC and North America. Its rapid scale is powered by strategic alliances with giants such as Visa, Mastercard, TerraPay, Ria, and more.
Whish Visa Cards now enable seamless global payments with perks like airport lounge access and zero cross-border fees, while TerraPay and Mastercard integrations provide instant money transfers to over 150 countries.
“Our growth comes from understanding local needs while forming global alliances,” notes Koussa. “We’re building for agility, compliance, and borderless scalability.”
Partnerships That Power Inclusion
For Koussa, technology alone isn’t enough. True transformation requires trust and accessibility. That’s why Whish Money blends cutting-edge tech with a strong retail presence of over 1,300 outlets, providing in-person guidance for users hesitant about digital finance.
“Combining innovative technology with a retail presence and dedicated customer support is what sets us apart,” he explains.
By pairing seamless KYC onboarding with educational outreach, Whish is unlocking financial participation in underserved communities that have historically been excluded.
Technology for Real-World Impact
Whish Money’s most impactful innovations, mobile wallets, digital onboarding, and versatile payment tools, are designed with inclusion in mind. Whether an individual, a micro-entrepreneur, or a business, the platform provides end-to-end money movement solutions: payroll, bills, groceries, and global transfers.
“Technology should adapt to users’ needs,” Koussa emphasizes. “That’s how you help people save, transact, and build resilience.”
A Vision for the Future of Payments
Looking ahead, Koussa envisions a future where payments are borderless, intelligent, and instant, powered by AI, blockchain, and digital currencies. Whish Money is already investing in these technologies while strengthening compliance and fraud detection.
“We work closely with regulators to evolve frameworks that balance innovation with user protection. Our proactive approach ensures Whish is future-ready,” he says.
About Whish Money
Part of the Talaco Group (est. 2004), Whish Money is licensed and regulated by the Central Bank of Lebanon, with offices in Lebanon, the UAE, and the USA. Serving over 1 million individuals worldwide, the company operates through a network of 1,200+ agents in Lebanon and 3,000+ points of sale in the UAE, offering secure remittances, digital payments, and merchant tools for businesses and individuals alike.
