If there is an outlier in the UPI ecosystem when it comes to commanding a top spot at an unusually fast speed, it is Flipkart’s super.money.

Since its launch last July, the fintech has overtaken players like CRED, Amazon Pay and WhatsApp Pay, helped by aggressive cashback campaigns. However, there is more than meets the eye here.

Let’s find out what…

At the time of its launch last year, many assumed that super.money would leverage its parent platform, Flipkart, to gain a firm ground in the country’s UPI market, otherwise dominated by a handful of players.

But to everyone’s surprise, super.money chose a different path and built an independent fintech app with an independent user acquisition model. It is targeting a specific set of young, credit-hungry, digitally savvy power users, who are more likely to adopt value-added financial products such as credit cards, savings instruments, and personal loans. This is what super.money’s product strategy is all about.

And, the growth has been exponential since.

In May 2025 alone, super.money handled 20.3 Cr transactions worth INR 7,054.28 Cr, surpassing competitors Cred and Amazon Pay.

However, unlike Google Pay, Paytm and PhonePe, which dominate more than 90% of the UPI market, super.money isn’t competing purely on volume.

So, What’s Working For super.money?

The growth, according to the super.money management, isn’t the result of chasing scale at all costs but about picking the right battles.

“We’ve always said that we want to be the preferred UPI app for 10 to 30 Mn users — people doing 30 to 40 transactions a month… We’re very happy being there. We’re not competing with PhonePe or........

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