POP Goes the Payment: Razorpay Adds Music to Make You Tap Faster

Image Source: Entrackr

In a combining of fintech with customer engagement, Razorpay has onboarded POP Music as part of its growing portfolio of services—part of strategic consolidation with POP, a UPI-based rewards-first payments app. This follows Razorpay putting in another $30 million of investment to take a majority stake in the Bengaluru startup2.

The quirky "Paylist" brand name is no joke. It captures Razorpay's vision of making digital payments a lifestyle experience wherein customers not only pay but get rewarded, discover brands, and get content—music being part of it.

Why POP Music? POP's platform already gamifies payments using POPcoins, a multi-brand rewards currency. Adding music and entertainment to the mix, Razorpay believes it can:

Enhance user engagement by building emotional and sensory experiences
Delineate its consumer-facing products in a competitive UPI ecosystem
Enable D2C brands with loyalty solutions other than cashback

The development comes on the heels of Razorpay's earlier acquisition of PoshVine, a rewards and loyalty platform, and launch of Razorpay Engage, a merchant marketing growth platform.

POP will be an independent brand, but with the backing of Razorpay, it is expected to expand its reward system, expand merchant partnerships, and strengthen its consumer payments play.

Sources: Inc42, Economic Times, Entrackr