Fintechs ride UPI engagement to cross-sell lending and commerce to Gen Z
Flipkart-backed super.money and peers including Navi, Kiwi, Kredit.Pe and POP are using UPI payments as an engagement gateway into higher-margin lending, secured credit cards and commerce. The play targets Gen Z, which makes up 75% of customers, and first-time formal credit users at 40-45%.
Indian fintechs including Flipkart-backed super.money are leveraging UPI payments as an engagement gateway to cross-sell higher-margin lending, secured credit cards and commerce, targeting Gen Z and first-time credit customers.
Why this matters
super.money follows the wider UPI challenger pattern, where new players weaponise cashback to erode the PhonePe-Google Pay duopoly, now converting that engagement into lending and commerce revenue.
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