PwC Releases Fourth Edition of Financial Management Priorities Survey in Morocco

Navigating Economic Uncertainties

In a landscape marked by persistent economic uncertainties, heightened compliance demands, and rapid digital transformations, Moroccan financial departments are increasingly faced with complex decision-making challenges. Their roles are evolving into strategic levers that significantly influence corporate decisions, balancing performance security, cost control, and growth support.

Resilience Amidst Challenges

Despite geopolitical tensions, cost pressures, and market fluctuations, Moroccan financial leaders demonstrate remarkable resilience. The survey reveals that 91% of financial executives express confidence in their company's growth prospects over the next year, while an impressive 95% maintain optimism looking towards 2030. This sustained confidence underscores their ability to navigate an unpredictable environment.

A PwC partner in Morocco noted that the findings indicate a strengthened adaptability among financial departments in response to a complex economic and geopolitical landscape. This confidence reflects improved performance management and risk anticipation, alongside a commitment to medium-term growth.

Cost Increases and Cash Management as Top Priorities for 2026

For the third consecutive year, rising costs have been identified as the primary risk, cited by 21% of respondents. Regulatory and fiscal changes have emerged as significant concerns for 18% of financial departments, highlighting increased demands for compliance and data reliability. Geopolitical risks remain a notable factor, with 17% of responses acknowledging their impact.

In this context, performance management has been prioritized as the foremost focus for financial departments in 2026, followed closely by cash management and optimizing working capital to ensure profitability and liquidity.

Experts emphasize that cost control, cash performance, and regulatory compliance are now intertwined. Financial departments are expected to deliver reliable information within increasingly shorter timeframes to inform strategic decisions and bolster stakeholder confidence.

Technology and AI as Catalysts for Performance Enhancement

The survey underscores the pivotal role of technology in transforming the finance function. A significant 51% of financial departments are banking on technological transformation and innovation to drive growth in 2026. However, maturity levels vary, with only 6% reporting operational use of artificial intelligence across multiple processes, while a considerable portion remains in the stages of contemplation and experimentation.

Expected productivity gains are primarily associated with financial and performance reporting, identified as the top area for improvement by 74% of respondents, followed by budgeting, cash management, and accounting closures. These results affirm the evolution of the finance function towards a more strategic role, integrating data mastery, operational efficiency, and sustainable value creation.