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.

Another model is embedding the check cashing into a larger suite of services. Cash App is a notable standout here (and, IMHO, probably the most interesting financial product the tech industry has created for the un-/underbanked.) On the backend, Cash App has simply convinced a bank to have a wider risk envelope as part of the price for working with

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