Super.money dropped in July 2024, backed by Flipkart—and didn’t take long to shake up the UPI game. Fast forward to Feb 2025, and it’s already sitting at #5 among third-party UPI apps with 139M+ transactions and 0.86% market share. Not bad for the new kid. Before this, the space was basically owned by the big three—PhonePe (47.5%), GPay (36.2%), and Paytm (6.7%). Together, they ran the show with over 92% of UPI traffic. But Super.money came in hot—used Flipkart’s massive user base, rolled out juicy cashbacks, and layered in smart stuff like FDs through small finance banks and UPI-linked secured credit cards. The result? Real competition. A fresh wave of innovation. Proof that the market wasn’t full—it just needed someone to play it smarter.
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