Ismael Belkhayat and Sophia Alj founded Chari in 2020 to digitise services for neighbourhood retailers. The Moroccan company is now developing agency banking and financial infrastructure alongside its commerce roots.
In September 2026, Chari appointed former Visa executive Aurélien Pichon as an independent director.
The appointment brings payments operations and institutional experience to the board as the company builds services connecting merchants with banks and other financial providers.
For the founders, governance is part of the expansion story. A business serving small retailers still needs the controls and operational discipline expected by financial institutions. Pichon’s appointment is a board development, not a newly announced investment round or a guarantee of regulatory approval for future products.
