Toufic Koussa, Co-Founder and CEO of Whish Money, stands at the forefront of a financial revolution. Leading one of the region’s most dynamic fintech companies, he is reshaping how people spend, save, and access money across Lebanon and beyond. With a visionary mindset and a deep sense of purpose, Toufic is building technology that solves real-world problems, fosters economic opportunity, and connects communities through innovation.
In a country facing significant economic and infrastructural challenges, Whish Money has emerged as a beacon of trust, resilience, and transformation. Today, with over 1 million users in more than 110 countries, the company has evolved from a local disruptor to a global fintech contender—driving financial inclusion and empowering communities worldwide.
Overcoming Early Challenges
Launching a digital-first fintech in Lebanon’s volatile financial environment was not without hurdles. For Toufic, building trust was the greatest challenge. “We focused on creating a secure, transparent, and easy-to-use platform while investing heavily in advancing financial literacy. By guiding customers through this digital transition with education, trust, and strong support, we turned challenges into opportunities for growth.”
Through relentless focus on customer confidence, regulatory collaboration, and user education, Whish Money paved the way for digital finance adoption in an environment where skepticism was high.
From Local Disruptor to Regional Leader
Strategic decisions and strong alliances fueled Whish’s rapid growth. Partnerships with global players like Visa, Mastercard, TerraPay, Ria, Transfast, and TapTap Send have allowed Whish to offer seamless, borderless payment solutions.
Flagship innovations like the Whish Visa Card—offering perks such as zero cross-border fees and airport lounge access—demonstrate how the company blends convenience with value. Integration with Mastercard and TerraPay has further enabled instant money transfers to 150+ countries, positioning Whish as a leading cross-border payments enabler.
Toufic emphasizes that agility is the key to Whish’s success, “We stay ahead by listening to market needs, investing in local compliance, and tailoring solutions for each region. As we expand into North America and the GCC, customer trust and financial inclusion remain at the heart of our mission.”
Partnerships That Drive Inclusion
Global collaborations have also enhanced user trust and financial literacy. Beyond cutting-edge technology, Whish’s retail presence in 1,300+ outlets ensures accessibility for those hesitant about digital adoption.
With support teams available via WhatsApp, call centers, and in-person locations, Whish bridges the gap between innovation and human touch. This hybrid approach empowers underserved communities to build confidence in digital finance. “Technology alone isn’t enough. We combine it with education, support, and simplicity—making digital finance accessible for all.”
Innovation for the Underserved
Whish’s most impactful innovations—mobile wallets, digital onboarding, and merchant tools—are designed with inclusivity at their core. From paying bills and groceries to international transfers and payroll solutions, Whish empowers individuals, micro-entrepreneurs, and businesses alike.
By reducing barriers such as complexity, cost, and trust, Whish enables marginalized populations to build savings, improve resilience, and participate fully in the economy.
Future of Payments: Borderless, Intelligent, Secure
Looking ahead, Toufic sees the future of payments shaped by AI, blockchain, and digital currencies—technologies that promise to make transactions instant, intelligent, and frictionless.
Whish is already investing in these areas, strengthening fraud detection, and proactively working with regulators to build a resilient and future-ready fintech ecosystem.
“We envision a borderless financial world where inclusion, security, and innovation drive prosperity. Our role is to adapt quickly while helping shape regulatory frameworks that foster growth.”
About Whish Money
Founded as part of the Talaco Group (2004) and licensed by the Central Bank of Lebanon, Whish Money is a fintech leader headquartered in Lebanon with offices in the UAE and USA. Serving over 1 million users across 110 countries, the company operates through a robust network of 1,200+ agents in Lebanon and 3,000+ points of sale in the UAE.
