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As part of Block Inc., this integration aims to expand the reach of buy now, pay later (BNPL) services, making them accessible to hundreds of thousands of merchants. By tapping into Cash App’s vast and highly engaged consumer base—predominantly Gen Z users—the partnership seeks to enhance retail connectivity and provide shoppers with greater flexibility in payments.
With Afterpay now available through Cash App, participating merchants can offer BNPL options to eligible users within the Cash App ecosystem. Cash App boasts an impressive 57 million monthly active users and 25 million active Cash App Card users, broadening the potential customer network for retailers.
Nick Molnar, Global Head of Sales at Block and Co-founder of Afterpay, emphasized the strategic advantage, stating, “With Cash App’s 57 million monthly actives, our merchant partners gain access to a significantly larger customer base. In turn, eligible customers benefit from simple, fair, and accessible payment options beyond traditional credit systems.”
Molnar further expressed confidence that Cash App Afterpay will not only fuel the platform’s growth but also accelerate the adoption of BNPL services in the U.S.
Tanuj Parikh, Head of Revenue for North America at Afterpay and Cash App, highlighted the value for retailers, noting that the fusion of Afterpay and Cash App will “empower merchants to engage more customers and drive higher sales.”
He elaborated, saying, “We’re enhancing our BNPL network by integrating it seamlessly within Cash App, enabling users to complete purchases anywhere Afterpay is accepted. This expansion benefits both merchants and consumers by increasing accessibility to flexible, transparent credit solutions.”
Parikh also pointed out that Millennials and Gen Z consumers overwhelmingly prefer BNPL options over traditional credit for better financial control, whether for small or large purchases, occasional buys, or regular expenses.
Both Afterpay and Cash App have earned significant consumer trust in recent years. A 2023 YPulse survey ranked Cash App among the top five most authentic brands for Gen Z, while Afterpay was recognized as the most trusted BNPL provider in an Afterpay Oxford Economics report.
Surprisingly, Parikh revealed that most Cash App users have yet to try Afterpay.
“We’re excited to introduce them to a simple, transparent way to pay over time,” he said. “We believe Afterpay aligns with Cash App customers’ need for flexible financial solutions outside of traditional banking. Our goal is to position Cash App as the preferred financial platform for the next generation, allowing millions to seamlessly manage their finances and engage more deeply with their communities.”
To further highlight its expanding financial offerings, Cash App is launching a nationwide brand campaign called “Cash In.” Set to debut later this week, this four-part campaign will feature videos showcasing Cash App’s growing suite of banking features and the synergy between Cash App and Afterpay.
