Alj cofounded Chari in 2020 alongside CEO Ismael Belkhayat and CSO Cyrille Jacques. Chari is an e-commerce platform for French-speaking African countries that allows users to benefit from financial services such as payments, micro-credit, and micro-insurance. Chari is available in Morocco, Tunisia, and Cote d'Ivoire. In 2022, it served over 20,000 customers and employed 187 people. As of May 2023, it had raised a total of $16.5 million in funding. Alj is also the cofounder of Mondentiste.ma and a co-managing partner at Wib.co. Before Chari, Alj worked at McKinsey & Company as a strategy consultant across Africa for four years.