The Belgian app Cake, which allows users to get cashback discounts by linking the app to their bank account, is no longer in existence. The company behind it will continue with a new strategy, thanks to new money from France.
Cake started just before the Corona crisis, at the end of 2019. Thanks to the new European rules, it was able to start with bank transaction data. Users who shared their banking information with the app got discounts at various retailers. This happened automatically via a refund to their account. With the anonymized data of all participants, Cake, in turn, was able to sell market insights to trading partners.
The standalone part of the story is over: Cake will be shutting down at the end of January. It said in a statement that it was difficult to quickly increase the number of users and make Kik profitable.
From now on, Cake will focus entirely on cooperation with banks and companies. Last year, it actually partnered with Bank Argenta, which has integrated Cake into its own app. Argenta has also invested 1.5 million euros in the startup.
Now, Truffle Capital, a French investment fund, is raising funds to continue working on partnerships with European banks. Together with previous investors, the French are investing 4.6 million euros in international expansion. Talks are already underway with several national and international banks about integrating Cake’s cashback platform into existing banking applications.
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