Badeel

What Badeel does

Badeel is a Moroccan smart mobility company that provides long-term vehicle leasing (Location Longue Durée, LLD) and fleet management services to both businesses and individual consumers. Founded in 2021 and headquartered at 161 Avenue Hassan II in Casablanca, the company operates exclusively in Morocco under the registered trademark "Badeel" with a multi-brand vehicle catalog spanning Audi, BMW, Mercedes, Dacia, Renault, Hyundai, Peugeot, Volkswagen, Volvo, and Toyota.

The company's core technology consists of a digital platform combining an online showroom, an LLD cost simulator, and dedicated customer portals layered with two proprietary service modules. OPTIMIZ is an AI- and IoT-based fleet management platform that delivers real-time vehicle monitoring, consumption analytics, and driver behavior reporting through dashboards for enterprise customers. HANY is a tiered vehicle management subscription (Access, Comfort, Premium) for vehicle owners who already own their cars, bundling maintenance, assistance, accident handling, insurance, and tax/vignette administration. All-inclusive monthly lease payments under the Feeyz 60-month contract bundle insurance, maintenance, 24/7 assistance in Morocco and abroad, manufacturer-approved service network access, home pickup for maintenance, vignettes, and taxes.

Badeel monetizes through recurring monthly subscriptions across three primary streams: LLD leasing (24-60 month contracts, typically 60 months/Feeyz), HANY vehicle management subscriptions, and OPTIMIZ enterprise fleet management. Pricing is publicly disclosed in Moroccan Dirhams excluding tax, ranging from approximately 5,867 DH/HT/month for entry-level Dacia vehicles to 28,132 DH/HT/month for executive SUVs like the Volvo XC90. Distribution combines self-service digital channels (website, showroom, simulator) with inside sales via a commercial phone team and a physical commercial agency in Casablanca, targeting both B2B enterprise fleets (LLD Pro) and B2C individuals and liberal professionals (LLD Particuliers, HANY).

Name

Badeel

Legal name

Badeel

Website

https://badeel.ma

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Badeel is a Moroccan long-term vehicle leasing (LLD) and fleet management company founded in 2021, serving businesses (LLD Pro, OPTIMIZ) and individuals/professionals (LLD Particuliers, HANY) with all-inclusive monthly subscriptions across a multi-brand catalog.

Ownership category

akta.pro rank

Product category

Long-term Vehicle Leasing Services

NAICS

Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321), Passenger Car Rental and Leasing (53211)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Finance Lessors (6172)

akta.pro primary industry

Vehicle Subscription Services (All-Inclusive, Flexible Term) (TLABAAAE)

akta.pro secondary industries

Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC), Long-Term / Fixed-Term Car Subscriptions (6–36 months) (THADACAD), Subscription Fleet Operations & Remarketing Providers (THADACAN)

Keywords

• Long-term vehicle leasing
• Vehicle subscription services
• Fleet management solutions
• Corporate mobility leasing
• Car leasing services

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Long-Term Vehicle Leasing (LLD): Core revenue stream from monthly rental payments for vehicles over contract periods of 24-60 months (typically 60 months/Feeyz). Payments are all-inclusive covering insurance, maintenance, assistance, vignettes, and taxes. Revenue is recurring over the contract duration.
2. Fleet Management Services (HANY): Monthly subscription service for vehicle management, available in three tiers (Access, Comfort, Premium) for customers who already own vehicles. Includes maintenance, assistance, accident handling, insurance, and reporting services.
3. OPTIMIZ Fleet Management Platform: AI/IoT-based fleet management service for enterprise customers with vehicle fleets, offered in tiers (Access, Comfort, Premium) providing varying levels of vehicle replacement and support services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Badeel provides long-term vehicle leasing (LLD) subscriptions to both businesses (LLD Pro) and individuals/liberal professionals (LLD Particuliers) in Morocco, with all-inclusive monthly payments covering insurance, maintenance, 24/7 assistance, vignettes, and taxes across 24-60 month contracts. The portfolio is extended by HANY, a tiered vehicle management subscription for existing vehicle owners, and OPTIMIZ, an AI/IoT-powered fleet management platform for enterprise customers. Supporting digital tools include an online showroom and a monthly payment simulator.

Product overview

Badeel is a Moroccan smart mobility company offering long-term car rental (Location Longue Durée - LLD) solutions through two main channels: LLD Pro for businesses and LLD Particuliers for individuals. The core LLD offering bundles vehicle usage with premium services including insurance, maintenance, 24/7 assistance, and administrative management into all-inclusive monthly payments. Two supplementary modules extend the portfolio: HANY provides fleet management services for users who already own vehicles, offering maintenance, assistance, sinistre handling, and reporting through tiered packs; OPTIMIZ delivers AI and IoT-powered fleet intelligence with real-time dashboards and analytics. Supporting tools include an online simulator for cost calculation and a showroom displaying the multi-brand vehicle catalog (Audi, BMW, Mercedes, Dacia, Peugeot, Renault, Volkswagen, Volvo, Hyundai, Toyota, and others).

Differentiator

Problem solved

Functional benefit

Brands

• Badeel SmartLease: Long-term vehicle leasing service with premium inclusions such as maintenance, assistance, insurance, and administrative management
• OPTIMIZ
• HANY
• Feeyz

Products and services

• LLD Pro (Badeel SmartLease) Long-term vehicle leasing (Location Longue Durée - LLD) subscription service for businesses and enterprise customers in Morocco, bundling insurance, maintenance, 24/7 assistance, vignette, tax handling, and unlimited vehicle replacement during immobilization into a single recurring monthly payment over 24-60 month contracts.
• LLD Particuliers Long-term vehicle leasing subscription tailored to individual consumers and liberal professionals in Morocco, providing all-inclusive mobility with maintenance, assistance, insurance, and administrative handling covered in the monthly fee across 24-60 month contract terms.
• HANY Subscription-based vehicle management service in three tiers (Access, Comfort, Premium) for Moroccan customers who already own their vehicles, providing maintenance coordination, roadside assistance, accident/sinistre handling, insurance administration, vignette and tax handling, dashboard reporting, and alerts.
• OPTIMIZ AI and IoT-powered fleet management platform for Moroccan enterprises with vehicle fleets, offering real-time vehicle monitoring dashboards, usage analytics, consumption tracking, and driving behavior reporting to optimize fleet operations, available in tiered subscription packs.

Quantifiable outcome

• 48h maximum quote response, 7-day vehicle delivery
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Geotab: Leading global telematics and fleet management platform serving enterprise customers. Comparable to OPTIMIZ in fleet analytics, driving behavior assessment, and IoT integration, though Geotab is a software-only vendor rather than a leasing operator.
• Samsara: AI-powered fleet management and IoT telematics platform. Comparable to Badeel's OPTIMIZ offering in fleet intelligence, real-time monitoring, and analytics capabilities, though Samsara focuses on telematics-as-a-service rather than combining it with leasing operations.

Direct peers

• Arval: BNP Paribas-owned vehicle leasing and fleet management specialist operating globally including in Morocco. Arval competes head-to-head with Badeel in LLD for enterprises and individuals, with deeper capital backing and broader service network.
• Ayvens (ALD Automotive): Global leader in long-term vehicle leasing and fleet management, with established operations in Morocco. Ayvens offers LLD, fleet management, and multi-brand vehicle subscriptions—directly competing with Badeel's core LLD and OPTIMIZ offerings, but at much greater scale.
• Athlon: Mercedes-Benz-owned vehicle leasing and fleet management provider operating in Europe and select international markets. Comparable long-term leasing and fleet management offering to Badeel, with strong OEM backing as a competitive advantage Badeel lacks.
• LeasePlan: Major European fleet management and car-as-a-service company with multi-country presence. Comparable business model to Badeel—long-term leasing, fleet management, multi-brand vehicles—though at significantly larger scale and primarily B2B focus.

Regional players

• Wafa Salaf / Attijariwafa LLD: Major Moroccan financial group offering vehicle financing and potentially LLD-type products through its banking network. Comparable as a Moroccan competitor with deep local market knowledge and established customer base, but as a financing arm of a larger bank rather than a specialized leasing operator.
• BMCE Leasing (Bank of Africa): Bank of Africa's Moroccan leasing arm offering equipment and vehicle leasing solutions. Comparable as a Morocco-based vehicle leasing provider with established customer relationships, but operating as part of a larger financial institution rather than as an independent mobility specialist.

Others

• Careem (Uber): Major MENA mobility super-app offering vehicle-related services including chauffeur, delivery, and emerging mobility-as-a-service products. Comparable as a digitally-native MENA mobility player targeting similar consumers, though Careem's primary focus is ride-hailing rather than long-term vehicle leasing.

Broad incumbents

• Sixt Leasing: European full-service leasing and fleet management arm of Sixt, with online configurator and multi-brand offerings. Comparable to Badeel's LLD business with similar self-service digital tools and multi-brand catalog, but operating at much larger European scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCgERzOR3ikXjkX-KlMW_MyQ
• Facebookfacebook.com/badeelmaroc
• LinkedInlinkedin.com/company/badeel-smartlease
• Instagraminstagram.com/badeel_maroc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Badeel