Cash App Begins Roll Out of Afterpay’s Pay Over Time Offering at Hundreds of Thousands of Merchants

Rhea-AI Summary

Block Inc. (NYSE: XYZ) is integrating Afterpay's pay-over-time services into Cash App, creating a unified brand called Cash App Afterpay. Starting this week, eligible Cash App customers can access Afterpay's Pay-in-4 product at partner merchant sites, with Pay Monthly features coming in the following months.

The integration connects Afterpay's payment solutions with Cash App's 57 million monthly active users, significantly expanding the merchant network's potential customer base. When shopping online, customers can select $Afterpay at checkout to split their purchases into payments. Cash App users can manage their pay-over-time transactions directly within the app through the applet feature.

Cash App ranks among the top five most authentic brands for Gen Z, while Afterpay holds the position of most trusted BNPL (Buy Now, Pay Later) provider in the market.

Positive

• Integration expands merchant reach to 57 million monthly active Cash App users
• Strong brand positioning: Top 5 most authentic for Gen Z (Cash App) and most trusted BNPL provider (Afterpay)
• Potential revenue growth through expanded BNPL service adoption

Negative

• Integration to only eligible Cash App customers
• Pay Monthly feature not immediately available

Insights

Financial Analyst

Block's integration of Afterpay into Cash App represents a significant strategic milestone in the company's ecosystem development. This move creates a unified 'Cash App Afterpay' brand that will immediately begin providing eligible Cash App customers access to Buy Now, Pay Later options across hundreds of thousands of merchant partners.

The integration creates multiple revenue synergies. By connecting Afterpay's payment technology to Cash App's 57 million monthly active users, Block can potentially increase BNPL transaction volume substantially while enhancing Cash App's value proposition with payment flexibility that users increasingly demand. The merchant partner network gains access to a significantly expanded pool of potential customers, strengthening Block's overall market position.

From a competitive perspective, this integration represents an important defensive and offensive move. It protects against standalone BNPL providers like Affirm and Klarna while strengthening Block's position against comprehensive payment solutions from PayPal and Apple. By combining Cash App's strong reputation among Gen Z with Afterpay's status as the most trusted BNPL provider, Block creates a compelling offering in the increasingly competitive payment space.

The financial implications are meaningful. Afterpay generates transaction fees from merchants (typically 4-6%), creating a new revenue stream from Cash App users who adopt BNPL services. This leveraging of existing assets and user bases is significantly more efficient than building separate platforms and represents the kind of synergy investors hoped for when Block acquired Afterpay.

This integration aligns perfectly with Block's strategic vision of creating an interconnected financial ecosystem spanning both consumer and merchant services. By unifying these platforms, Block strengthens its competitive positioning while creating new revenue opportunities without significant additional costs.

The two leading fintech brands are becoming one, expanding access to its Pay-in-4 product to eligible Americans from today and access to Pay Monthly in coming months

DISTRIBUTED-WORK-MODEL/SAN FRANCISCO--(BUSINESS WIRE)-- Starting this week, eligible Cash App customers will begin to have access to Afterpay’s leading pay over time products when shopping online at partner merchant sites. In recognition of this change, Cash App and Afterpay, part of Block, Inc. (NYSE: XYZ), have debuted an evolved brand, Cash App Afterpay, with a new logo for their checkout to expand access to a seamless Pay Over Time experience from one of the most preferred and trusted brands in the market and connecting with hundreds of thousands of merchants.

Starting this week, eligible Cash App customers will begin to have access to Afterpay’s leading pay over time products when shopping online at partner merchant sites.

“The scale of Cash App’s 57 million monthly actives means our merchant partners benefit from a larger network of customers, and eligible customers gain greater access to simple, fair, and accessible payment options outside of traditional systems,” said Nick Molnar, Global Head of Sales at Block and Co-founder of Afterpay. “We believe that Cash App Afterpay will not only be an accelerant to Cash App growth, but also an accelerant in the growing preference towards BNPL options in the United States.”

As Afterpay becomes increasingly available within the Cash App ecosystem, merchant partners offering Afterpay’s Pay Over Time products can reach the eligible customers in Cash App’s 57 million monthly actives network.¹ Cash App was ranked among the top five most authentic brands to Gen Z, a core demographic for the brand, while Afterpay was ranked the most trusted BNPL provider compared to other providers.^{2 3}

When shopping online with participating merchants, customers can select $Afterpay at checkout to pay over time for their purchases. Eligible Cash App customers new to Afterpay can now begin using their accounts to pay over time for purchases at many merchant sites accepting $Afterpay. Cash App customers will also be able to manage their pay over time transactions from merchant checkouts directly within Cash App through the applet feature. Existing Afterpay customers can expect to receive the same seamless checkout experience managed through their original Afterpay account, inclusive of the new branding.

About Cash App

Cash App is the money app. Banking* on Cash App is easy: customers can receive paychecks early with direct deposit, spend money where Visa is accepted with a personalized Cash App Card, and grow their money with a separate savings balance - all without hidden fees. Customers can also create a unique $Cashtag to share with anyone to get paid fast, make purchases with Cash App Pay, trade stocks and buy and sell bitcoin, and pay over time with Cash App Afterpay. Download Cash App for free at cash.app/download.

*Cash App is a financial services platform, not a bank. Banking services provided by Cash App’s bank partner(s). Prepaid debit cards issued by Sutton Bank, Member FDIC. Afterpay provided by Cash App, a Block Inc., brand.

¹ Block Q4’24 Earnings
2 YPulse, Gen Z’s Top 50 Most AUthentic Brands (2023)
3 Afterpay Oxford Economics 2023 report

View source version on businesswire.com: https://www.businesswire.com/news/home/20250317248487/en/

Press Contact

press@cash.app

Source: Block, Inc.

FAQ

How many monthly active users will have access to Cash App Afterpay's payment solutions?

Cash App Afterpay will have access to Cash App's network of 57 million monthly active users.

What payment options are being rolled out by Cash App Afterpay in 2025?

Cash App is rolling out Afterpay's Pay-in-4 product immediately, with Pay Monthly features planned for the coming months.

How will Block Inc. (XYZ) merchants benefit from the Cash App Afterpay integration?

Merchants will gain access to Cash App's 57 million monthly active users, significantly expanding their potential customer base.

Where can Cash App users manage their Afterpay transactions?

Users can manage their pay-over-time transactions directly within Cash App through the applet feature.