In today’s corporate world, employee engagement has become one of the top predictors of productivity, culture, and long-term retention. Yet, most companies especially large organizations still rely on outdated onboarding manuals, boring training sessions, and generic HR processes. That’s exactly the gap NowEdge, a Moroccan HR-tech startup, set out to fix. The company has become a rising force across Africa and the Middle East by reimagining how modern teams learn, grow, and connect inside the workplace.
Instead of traditional HR tools, NowEdge creates customized gamified digital experiences for onboarding, training, and talent development, helping companies with 250+ employees build cultures where people actually want to stay. Their platform transforms every HR journey into a dynamic, interactive, measurable experience, enabling companies to retain talent, strengthen employer branding, and unlock higher performance.
The Founder Story: How Youssef Jbel Built a New Category in HR-Tech
NowEdge is powered by the vision of Youssef Jbel, its Founder and CEO, a recognized leader in Morocco’s digital innovation ecosystem. Before building the company, Youssef spent years studying the disconnect between modern employees and the outdated systems used to train and onboard them. He noticed that while companies spent thousands of dollars on recruitment, very few invested in the employee’s first 90 days the period that determines whether new hires stay or leave.
This insight became the spark.
Youssef envisioned a workplace where employees felt immersed from day one, not overwhelmed or lost. He drew inspiration from modern gaming dynamics, digital learning techniques, and behavioral psychology. Rather than launch another HR tool, he set out to build a platform that makes employees feel seen, valued, and emotionally connected to the company mission.
His early prototypes quickly gained attention, earning him invitations to major tech stages, including GITEX Africa, where NowEdge began generating buzz as one of Morocco’s most promising HR-tech disruptors. Today, Youssef’s work is frequently featured in Moroccan tech publications, and NowEdge is becoming a trusted partner for companies expanding and modernizing their workforce.
A Digital Shift That Enterprises Didn’t Know They Needed
Large organizations face the same burning challenge: how do we keep employees engaged?
NowEdge answers this with:
1. Gamified Onboarding
New hires go through missions, challenges, and story-driven learning journeys that make them feel part of the team from day one.
2. Interactive Digital Training
Instead of PDFs and PowerPoints, employees train through mini-games, quizzes, simulations, and role-play scenarios.
3. Personalized Engagement Paths
Every employee’s journey is unique. NowEdge adapts the experience to their pace, role, and skill gaps.
4. Advanced Analytics
HR teams get real-time insights on performance, engagement rates, completion levels, and training effectiveness.
5. Employer Brand Reinforcement
Companies can completely customize the digital environment to reflect their culture, values, and identity.
Why NowEdge Matters in Morocco’s Digital Future
The Moroccan workforce is young, tech-savvy, and demanding more meaningful, modern workplace experiences. At the same time, companies across Africa are scaling fast and need better tools to manage growing teams.
NowEdge sits at the intersection of these two realities.
By combining psychology, design, gamification, and HR strategy, NowEdge helps organizations create workplaces that inspire loyalty.
The result?
Higher retention. Stronger culture. Faster learning. Better performance.
In HR, NowEdge is a competitive advantage.
