Lessons From Cash App

Content. Over time, Cash App created recurring content streams, delivered in Gen Z-meets-hip hop aesthetics and revolving around democratization of investing and improving financial literacy. “Cash App Wisdom” is a series of explainers focused on everything from the basics of stock investing to account protection.

Collaborations. Cash App collaborated with everyone from Travis Scott to Red Bull to Cardi B to Meghan Tee Stallion and Miley Cyrus. These collaborations include cash and stock giveaways, tutorials and Cash App financial wisdom. Through linking itself with celebrities, Cash App embedded itself not only in communities of its users and fans, but also

Curation. “The alternative to Venmo has become ubiquitous in rap lyrics. How did that happen?” asked GQ last April. Cash App curates its brand narrative around the hustle ethos, hip hop aesthetics, and voices of those who have often been traditionally excluded from the establishment but who are in charge of cultural innovation. Cash App started wit

Cash App mastered the 4Cs of successful brand building - community, collaborations, content and curation - and turned them into its winning go-to-market strategy. The app’s strategy wiped away Venmo’s first-mover advantages and proved that the highest switching costs come from culture.

Community. Cash App didn’t invent #CashAppFriday. #CashAppFriday already existed among its fans, and until 2017, Friday tweets came organically from men and women asking each other for Cash App money for grooming or drinks. Cash App’s genius was to get on the trend. Now hosted on Twitter and Instagram, #CashAppFridays mark giveaways to people who t