Super Apps: Beyond Finance

The concept of super apps has been popularized in Asia, particularly by WeChat and Grab. These platforms have successfully integrated various services into a single app, making them essential tools for daily life.

However, the development of super apps outside of Asia has largely focused on financial services. Banks and fintechs have added budgeting tools, stock trading, and crypto trading to their platforms, while exchanges have expanded into cards, payments, and lending.

But what if this approach is misguided? According to a new analysis, the success of super apps in Asia suggests that finance should not be the starting point. Instead, these platforms began by addressing users' everyday needs, such as communication (WeChat) or transportation (Grab).