super.money's UPI Market Share Stagnates: Flipkart's Fintech App Shifts Focus to Rupay Cards

• Flipkart's fintech app super.money's UPI market share has remained stagnant at 1.3% for five consecutive months since July 2025.
• Despite stagnant market share, super.money became India's fifth-largest UPI app by July 2025, surpassing BHIM, WhatsApp Pay, CRED, and Amazon Pay.
• The company is shifting its focus from cashbacks on UPI payments from savings accounts to promoting Rupay credit card transactions via UPI, which have a Merchant Discount Rate (MDR).
• super.money launched a co-branded Axis Bank Rupay credit card in May and entered the travel category with flight bookings in July, offering 5% rewards.
• The app aims to build a 50-million user base, focusing on cross-selling financial products and considering entry into broking.

Why It Matters: super.money's UPI market share plateaued, prompting a strategic shift towards Rupay credit cards and new financial services.