Elon Musk’s ambition to transform X (formerly Twitter) into a comprehensive app akin to WeChat faces skepticism from Hussein Fazal, the CEO of Super.com, who is developing his own “theme-based” super app. Fazal expresses doubts about the feasibility of Musk’s all-in-one model in North America. Instead, he forecasts a shift toward specialized super apps, each centered around a specific theme.
For instance, Uber is pursuing a mobility-focused super app, Google Maps is crafting a location-based platform, and Super.com targets savings, earning, and credit-building services. Established six years ago as Snaptravel by Fazal and former Google engineer Henry Shi, Super.com originally functioned as a text-based service for finding discounted hotel accommodations.
Fazal highlights that their primary user demographic comprises lower-income individuals relying on debit cards with minimal or no credit scores. In response, Super.com expanded its offering to include various supporting services, particularly Super Pay, a hybrid credit-debit card linked to users’ bank accounts. Rather than assessing credit scores, the platform determines spending limits based on account balances, allowing users to build credit and earn cashback without overspending.
In addition to its foundational hotel and Super Pay services, Super.com has formed partnerships that offer discounts on insurance and fuel, as well as opportunities for users to earn income through games and surveys. Their approach has yielded impressive results, with Super.com reporting over $2 billion in sales and bookings globally, resulting in savings of around $200 million for tens of millions of users.
Recently, the company made headlines by securing $60 million in equity investment led by Inovia Capital, achieving a significantly higher valuation compared to its 2021 Series B funding round. Fazal attributes their success to actively listening to customer needs and delivering services in a seamless manner, helping users access the right resources at the right time.
Employing AI to analyze user behavior, Super.com personalizes experiences, prompting users with alerts or through app adjustments. Fazal shared an example: a customer named Whitney used the app to find a hotel, applied for the Super Pay card, and earned $85 through gameplay, which she subsequently used to book another stay.
Fazal envisions a strong potential for this interconnected approach, especially in a nation grappling with significant income disparity, where 183 million Americans fall into the low to middle-income category. As he puts it, “We aim to empower these customers to enhance their quality of life.”