{"id":6937,"date":"2024-06-24T01:52:56","date_gmt":"2024-06-24T05:52:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/06\/24\/revoluts-superapp-ambitions-5-questions-to-answer-in-volatile-times\/"},"modified":"2024-06-17T14:55:12","modified_gmt":"2024-06-17T18:55:12","slug":"revoluts-superapp-ambitions-5-questions-to-answer-in-volatile-times","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/revoluts-superapp-ambitions-5-questions-to-answer-in-volatile-times\/6937\/","title":{"rendered":"Revolut\u2019s SuperApp Ambitions: 5 Questions to Answer in Volatile Times"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By<\/em> <a href=\"https:\/\/uk.linkedin.com\/in\/aehatami\"><em>Alessandro Hatami<\/em><\/a><em>, founder of strategic consultancy<\/em> <a href=\"https:\/\/www.pacemakers.io\/\"><em>Pacemakers<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s gold standard in digital innovation is set by the rush to SuperApp status. Tech giants <a href=\"https:\/\/www.ft.com\/content\/0acdb9bd-2ec9-4050-891a-e5d6b60d1d94\">Uber<\/a>, <a href=\"https:\/\/www.modernretail.co\/technology\/why-super-apps-have-yet-to-take-off-in-the-u-s\/\">Meta<\/a> and <a href=\"https:\/\/www.cityam.com\/klarna-going-all-in-on-ai-to-fuel-super-app-push\/\">Klarna<\/a> are all looking to diversify their reach, buoyed by the phenomenal success of all-in-one lifestyle apps such as China\u2019s WeChat and Alipay.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Until recently, Revolut\u2019s place in these ranks was unclear. Despite the arrival of both <a href=\"https:\/\/www.revolut.com\/blog\/post\/say-hello-to-stays\/\">Revolut Stays<\/a> and <a href=\"https:\/\/www.revolut.com\/news\/revolut_launches_revolut_chat_an_instant_messaging_feature_in_step_forward_to_super_app\/\">Revolut Chat<\/a>, the finance app hasn\u2019t veered much from its ambition to be \u201ca global bank which gives you access to <a href=\"https:\/\/www.thetimes.co.uk\/article\/revolut-chief-nikolay-storonsky-we-can-still-be-bankings-super-app-ttq8mdhtt\">all financial services\u201d<\/a> (says CEO Nikolay Storonsky).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But things could be about to change. Since the beginning of this year, Revolut has unveiled a raft of new market services, including the <a href=\"https:\/\/www.revolut.com\/news\/revolut_launches_esim_a_seamless_way_to_avoid_unexpected_roaming_charges\/\">Revolut<\/a><a href=\"https:\/\/www.revolut.com\/news\/revolut_launches_esim_a_seamless_way_to_avoid_unexpected_roaming_charges\/\"> eSIM<\/a> for roaming charges abroad, and a push into media-model <a href=\"https:\/\/www.ft.com\/content\/21c34ad2-c267-4810-a4bf-8908a3599d72\">advertising sales<\/a>. Coupled with its pivot to <a href=\"https:\/\/www.revolut.com\/news\/revolut_launches_revolut_x_a_stand_alone_crypto_trading_platform_for_experienced_traders\/\">crypto trading<\/a>, these developments could well signal a move by Revolut to match both Asian and Silicon Valley rivals with what Elon Musk hails as <a href=\"https:\/\/www.raconteur.net\/technology\/can-elon-musk-turn-twitter-into-x-the-super-app\">\u201cthe Everything App\u201d<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Such a move is not without risk, however. To be successful, SuperApps demand clear corporate vision, deep-rooted cultural renewal and supportive regulatory environments to thrive \u2013 no mean feat at a time of seismic upheaval in the digital ecosystem. Here are five key considerations that will determine the fate of Revolut\u2019s SuperApp moonshot:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Do Revolut consumers want their bank to be a SuperApp?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Among the many major brands testing the SuperApp frontier are<a href=\"https:\/\/www.raconteur.net\/technology\/can-elon-musk-turn-twitter-into-x-the-super-app\"> X<\/a>, <a href=\"https:\/\/www.paypal.com\/uk\/brc\/article\/enterprise-evolution-of-super-apps\">PayPal<\/a>, <a href=\"https:\/\/www.emarketer.com\/content\/meta-transform-whatsapp-super-app\">Meta<\/a> and <a href=\"https:\/\/www.cityam.com\/klarna-going-all-in-on-ai-to-fuel-super-app-push\/\">Klarna <\/a>\u2013 each of which shares its own privileged relationship with customers. Can Revolut be sure that its own audience would support a dilution of the brand\u2019s core capabilities? Do users of the app even want a multipurpose service that covers, for example, grocery deliveries or gaming? And would Revolut be an instinctive homeplace for these features if so? In such a crowded sphere, a better solution for fintechs exploring the space might be to collaborate with like-minded brands \u2013 leaning into a SuperApp ecosystem, rather than going it alone.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2.Can the SuperApp model even work in Europe?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">To date, the most popular SuperApps include China\u2019s <a href=\"https:\/\/www.cppinvestments.com\/insight-institute\/superapps-dominate-digital-life-in-asia-will-they-do-the-same-in-other-markets\/\">Alipay and WeChat<\/a>,<a href=\"https:\/\/www.digitalmarketingforasia.com\/why-line-is-the-most-popular-social-media-app-in-japan\/\"> Japan\u2019s LINE<\/a>, <a href=\"https:\/\/timesofindia.indiatimes.com\/gadgets-news\/tata-neu-2-billion-revamp-ceo-explains-how-the-investment-has-paid-off-for-the-super-app\/articleshow\/100772106.cms\">Tata Neu<\/a> in India, and <a href=\"https:\/\/www.slashgear.com\/1366368\/most-popular-super-apps-in-the-world\/\">Grab and Gojek<\/a> in Southeast Asia. Consumers in Asia appear to favour a SuperApp model whereby accessing anything in one space, from chat functions to shopping and finance, is the norm. By contrast, as one academic tells the <em>New York Times<\/em>, in the US and similar markets \u201cpeople are <a href=\"https:\/\/www.nytimes.com\/2023\/07\/27\/technology\/elon-musk-x-everything-app.html\">accustomed to single-service apps<\/a>, which makes moving to a multiservice app a bit disorienting.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In addition, Asian SuperApps are helped by booming domestic markets, and lower foreign competition; neither of which are givens in the competitive Western sphere. Meanwhile, apps here seem more likely to develop on a sector-specific basis, each brand operating in its own area of consumer influence. Seen against this backdrop, Revolut needs to be wary that its expansion doesn\u2019t end up as a costly and distracting over-reach. With a series of cross-market interests now in the mix, it may already be testing the outer limits of its SuperApp potential.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3.Where will Revolut expand next?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Revolut needs to make the right decision about where to expand next, to avoid confusion and pushback among its <a href=\"https:\/\/www.statista.com\/statistics\/943068\/estimated-growth-of-online-banks-globally\/#:~:text=Between%20November%202022%20and%20October,customer%20base%20reached%2040%20million.\">40 million customers<\/a>. Given that the business was born out of frustration with <a href=\"https:\/\/www.businessofapps.com\/data\/revolut-statistics\/\">foreign transaction fees<\/a>, expanding its footprint in travel services might make sense \u2013 hence a new <a href=\"https:\/\/www.revolut.com\/news\/revolut_announces_new_payments_partnership_with_aer_lingus_as_it_targets_travel_sector\/\">Aer Lingus partnership<\/a>. Wherever it heads next, Revolut must continue to mine real-time data from its <a href=\"https:\/\/www.revolut.com\/news\/revolut_surpasses_30_million_retail_customers_worldwide\/\">400 million+<\/a> monthly transactions, to understand exactly what its audience wants and expects.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4.Should a non-bank be trusted with so much financial data? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For a SuperApp to work, consumers can\u2019t just want it; they have to trust it, too. Already, trust in Big Tech<a href=\"https:\/\/www.law.com\/corpcounsel\/2023\/03\/23\/trust-in-big-tech-is-plunging-putting-sector-at-crossroads\/?slreturn=20240428065000\"> is waning<\/a> \u2013 and those seeking to control even more data could make the situation worse (particularly if would-be SuperApps can\u2019t prove service value with multipurpose use).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Revolut has been granted a banking licence from Mexico, and its European regulator in Lithuania, but it hasn\u2019t yet secured <a href=\"https:\/\/sifted.eu\/articles\/what-happens-revolut-uk-bank-licence\">a UK banking licence<\/a> \u2013 having applied for it in 2021. The London-based fintech is also delaying its application for a US banking licence. Despite a draft application three years ago, Revolut has <a href=\"https:\/\/tech.eu\/2024\/01\/03\/us-banking-licence-not-on-revoluts-immediate-roadmap-but-is-long-term-ambition-says-revoluts-us-boss\/\">yet to formalise<\/a> its request.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The complexity of obtaining banking licences seems to have had a direct impact on Revolut\u2019s financial services strategy. Storonsky himself admits that having the protection of services like the UK Financial Services Compensation Scheme would help <a href=\"https:\/\/www.thetimes.co.uk\/article\/revolut-chief-nikolay-storonsky-we-can-still-be-bankings-super-app-ttq8mdhtt\">build consumer trust<\/a> in the finance app. And the fact that Revolut is having a hard time with banking authorities could well be the primary trigger for pursuing its SuperApp strategy.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5.What about regulatory challenges?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The trust roadblock applies to regulators, too, who have shown little appetite to hand Big Tech, including fintechs, more power. The banking industry is highly regulated and subject to intense scrutiny \u2013 which may limit the scope of what Revolut can achieve as a SuperApp, compared to its Chinese counterparts. There are also major challenges around data privacy looming. Already, many <a href=\"https:\/\/www.forbes.com\/sites\/zennonkapron\/2024\/02\/16\/across-asia-super-apps-are-facing-a-moment-of-truth\/?sh=172fb09a24c9\">fintech SuperApps<\/a>, even in more receptive Asian markets, are grappling with regulatory headaches.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Apple\u2019s travails could be yet another indication of the risks with SuperApps. The<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">US Department of Justice has filed <a href=\"https:\/\/www.justice.gov\/opa\/pr\/justice-department-sues-apple-monopolizing-smartphone-markets\">a landmark lawsuit<\/a> against Apple, accusing it of illegally maintaining a monopoly over smartphones by undermining \u201capps, products, and services that would otherwise make users less reliant on the iPhone.\u201d Apple denies the claims and is contesting the lawsuit. Is it possible that successful SuperApps may \u2013 at some point \u2013 face similar action?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Revolut has weathered a number of challenges recently, including regulatory scepticism and its continued absence of US and UK banking licences. In such a climate, a strategic expansion into the SuperApp world may reinvigorate investor appeal. But Revolut must tread carefully, ensuring a consistent experience in line with changing user behaviours across all emerging verticals. A crack tech team and experimental culture are also must-haves to win over consumers where it matters most \u2013 at the screenface.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A crack tech team and experimental culture are also must-haves to win over consumers where it matters most \u2013 at the screenface.<\/p>\n","protected":false},"author":7,"featured_media":6938,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-6937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Revolut\u2019s SuperApp Ambitions: 5 Questions to Answer in 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