TRANSFORMATION IS A FINGERPRINT… “ESREFLAK” RESHAPES THE RELATIONSHIP BETWEEN CITIZENS AND MONEY.

 TRANSFORMATION IS A FINGERPRINT… “ESREFLAK” RESHAPES THE RELATIONSHIP BETWEEN CITIZENS AND MONEY.

Baghdad/Al-Masala: Iraq has achieved a qualitative leap in the electronic banking sector, ranking third in the Arab world in the number of bank cards issued, with a rate exceeding 46.5 cards per 100 people. This rate puts Iraq ahead of Jordan and Morocco, and close to the Gulf states, which have long led the field.

This progress was based on a dual strategy that combined institutional support from the Central Bank of Iraq with popular support through awareness campaigns that met with a remarkable response, most notably the “Spend It” campaign, which sparked a wave of cultural change in the way people handle money.

In a short period of time, the campaign was able to break through the walls of cash habits, replacing them with easy and safe digital options. Hashtags like #spendyours and #makeyouruseseasier flooded social media platforms, transforming from mere advertising slogans into real-life experiences shared by people.

Haider Al-Zaidi tweeted on the “X” platform, saying: “This is the first time I have paid with a fingerprint and without cash at Abu Ammar’s store. Thank you to the #SpendYou campaign, which taught me this feature and facilitated the procedures.” This is a common testimony among new users of electronic payment.

The campaign invested more in field presence than in billboards, entering popular markets and signing partnerships with restaurants, gas stations, and even food stalls, giving it a popular feel uncommon among official digital transformation campaigns.

The Central Bank of Iraq confirmed in its latest data that electronic payment transactions increased by 62% during the first quarter of 2025 compared to last year, with more than 15 million card and point-of-sale (POS) payment transactions recorded. This reflects widespread acceptance of a more reliable technical infrastructure.

The campaign focused on the concept of simplicity of use and security of the experience, removing the psychological and cultural barriers associated with fear of financial technology, especially in a country where a large portion of the economy still operates in cash and on the margins of banking.

The campaign was integrated into a comprehensive national vision for the transition to a cashless economy. However, it did not follow the traditional path of digitization, opting instead for gradualism and partnership, using a language relatable to the people and tangible services on the ground.

Most Iraqi cities have witnessed a growing demand for card and mobile payments. This trend is evident in transportation stations, small shops, and even kiosks, which now display signs reading “We support you, spend it,” a direct reflection of the shifting business and societal mentality.

“Asreflak” gained double power because it wasn’t just a top-down decision, but rather the product of a need from below. Field monitoring showed that people were ready to embrace this change, but were waiting for trust, and now they have found it.