Sophia Alj is the co-founder & COO of Chari, a B2B e-commerce app with embedded FinTech in French Speaking African countries. The app allows mom & pop shops to order any consumer goods they sell and get delivered for free while benefiting from financial services like payment, micro-credit, micro-insurance. Founded in January 2020, Chari has been growing at rocket speed over the last years. It recently received a payment institution license from the Central Bank of Morocco. The company was a member of the summer 2021 cohort at Y combinator and raised the largest series A funding round in Morocco to date. The start-up is currently working on launching new markets and further expanding its financial services in order to become a leader in Francophone Africa. The co-founders are also part of Endeavor, an organization that supports entrepreneurs who have an important economic and social impact in their region. Before becoming an entrepreneur, Sophia worked at McKinsey & Company as a strategy consultant across Africa for 4 years. She holds a Civil Engineering degree from McGill University and a Masters Degree from ESCP Europe.