UP Advisory was founded in 2017 with a clear ambition: to bring genuine consulting expertise and the right talent to Morocco's most demanding organisations. In less than a decade, we have grown into a firm of more than 80 active consultants embedded across more than twenty major accounts, delivering more than 14,000 consulting days in 2024 alone. That growth is not incidental — it is the direct result of clients who choose to renew and deepen their trust in us year after year. Our value proposition is simple and consistent: we advise our clients, mobilise the precise expertise they need, and walk alongside them through every phase of their transformation, from conception to execution. With more than 10 framework agreements, more than 2,500 consultants and experts in our network, and over 50% annual growth in consulting volume between 2019 and 2023, UP Advisory has established itself as a reference partner for strategic and operational transformation in Morocco.

UP Advisory is a multidisciplinary team led by three Managing Partners who bring together decades of complementary experience across banking, insurance, technology, and large-scale transformation. Anas El Bouaychi brings deep expertise in information systems organisation, AMOA, performance management, participatory finance, and risk. Rachid Chrifi Alaoui has held senior leadership roles in international banking and insurance groups, with a focus on strategy, marketing, distribution network management, and change management. Zouhair Bensouda draws on 22 years of consulting across banking, insurance, public institutions, and logistics, with particular strength in strategic studies, organisational efficiency, and performance management frameworks. Together, they lead a pluridisciplinary team that covers the full spectrum of transformation challenges — pairing strategic vision with hands-on operational rigour at every engagement.

We operate through two complementary service lines, designed to meet our clients wherever they are in their transformation journey. The first is consultant and expert sourcing on a time-and-materials basis: we identify, qualify, and deploy the right profiles — from Agile Coaches and Data Scientists to Programme Directors and Infrastructure Engineers — guaranteeing not just availability but quality, with ongoing follow-up and rapid replacement if needed. The second is strategy and transformation consulting: we engage on a deliverables basis, designing and executing studies and projects from start to finish. This spans strategic alignment and operational efficiency, through to full operational support encompassing PMO management, change management, IT master planning, business planning, and AMOA. In every engagement, a Partner ensures quality oversight of both our team and our outputs.

Our purpose is expressed in the commitment we make to every client: your performance is our mission. We exist to help Moroccan organisations navigate complexity and emerge stronger — more agile, better organised, and equipped with the right people and tools to sustain their transformation. Whether we are helping a financial institution define its strategic roadmap, guiding a public body through a digital overhaul, or embedding a specialised expert within an operational team, our North Star remains the same: to deliver measurable, lasting impact. Every engagement we take on is underpinned by that conviction.

At UP Advisory, our values are not declarations — they are the terms of every contract we sign and every conversation we have. We are committed to quality: each consulting mission is governed by a Quality Assurance Plan and overseen by a Managing Partner, because our reputation rests on the standard of what we deliver. We are committed to responsiveness: when a client needs a profile replaced or a scope adjusted, we act quickly and without compromise on expertise level. We are committed to trust: the fact that our clients repeatedly renew our presence is the clearest proof that trust, once earned, is our most important currency. And we are committed to partnership — not as a positioning statement, but as a genuine operating model in which our success is inseparable from that of our clients.

Choosing UP Advisory means choosing a firm that has proven itself where it matters most: in the field, with real clients, over time. Our growth — more than 50% annually in consulting volume between 2019 and 2023 — reflects not market conditions but client satisfaction. We are present across more than twenty major Moroccan accounts simultaneously, which means we understand the ecosystems, the constraints, and the expectations of the organisations we serve. Our two-model approach gives clients the flexibility to engage us as a strategic partner on a full project or as a reliable sourcing engine for expert talent, with the same level of rigour and oversight in both cases. And because our Managing Partners are directly involved in quality control on every engagement, senior attention is never the exception — it is the standard.