20 Women Behind Middle Eastern
Tech Brands 2022
![](https://forbesme-prestaging-media.s3.us-east-2.amazonaws.com/lists/uploads/2022/04/26120151/Sophia-Alj.jpg)
8. Sophia Alj
Brand: Chari.co
Category : E-commerce and Fintech
Establishment : 2020
Nationality : Moroccan
Headquarters: Morocco
Alj cofounded e-shop Chari.co with her husband Ismael Belkhayat. The app connects retailers in French-speaking Africa to FMCG companies. The platform was valued at $100 million after its latest seed-round extension. In 2022, Chari.co acquired Axa Credit—the credit arm of Axa Assurance—for $22 million. It aims to finance 200,000 shop owners across Morocco, who can then lend to their consumers based on credit risk analysis.