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Every Sector Deserves its Own Super App

Consumer super apps are coming to America. And, the B2B super app isn’t far behind.

Outside the United States, super apps dominate consumer markets. These platforms offer multiple, diversified services for everyday life, provide a common financial transaction platform, and leverage intra-app data to tailor offerings. The user enjoys a seamless, integrated, contextualized, and efficient experience. For example, WeChat started as a way for users to text each other, and today also provides hold-to-talk voice messaging, broadcast messaging, video conferencing, video games, mobile payments, sharing of photographs and videos, and location sharing.

Other super apps include Paytm (India), Grab (Singapore), Gojek (Indonesia), and Kakao (South Korea). Together, they captivate over 2.4 billion monthly active users.[1] These platforms leverage their existing user traffic and distribution to drive lead generation and traffic to their partners.

In the U.S., Elon Musk has envisioned repurposing Twitter (now X) as “the everything app.” The Uber app allows users to book a ride or order a meal. Amazon features medical consultations, pharmacy services, and grocery delivery.

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What would a B2B super app look like?

It starts with an exceptional industry-specific user experience. A look across the SaaS landscape reveals a wide array of options for service companies to schedule, communicate with their customers, and more. Other SaaS providers make inventory tracking a breeze and automatically generate appealing online storefronts. The edge in each industry will go to whatever solution best understands their customers’ evolving needs.

Fintech can accelerate the evolution of the B2B super app by enabling online commerce with embedded finance features, including payments, lending, checking accounts, and other features.

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These embedded finance solutions present a special challenge.

Why?

Compliance with a slew of financial regulations, providing absolute cyber security, and seamlessly integrating a wide variety of financial services into one platform may be the most difficult tasks involved in deploying a B2B super app.

The first software provider to successfully create their industry’s super app will win the race by integrating existing proven technologies and services; trying to make something literally from scratch virtually guarantees the developer will fall behind.

Exploring new partnerships helps software providers in industries such as healthcare, law, and music, for a start, integrate embedded finance features into a comprehensive app that’s sticky for customers and opens new revenue streams for the provider.

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B2B customers are tired of switching between apps to manage their business. They’re intimidated by the dizzying array of integrations available on many marketplaces. They trust their software provider to create a super app for them – but they’re not patient.

[To share your insights with us, please write to sghosh@martechseries.com]

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