Flipkart-backed super.money introduces SplitStore, an in-app marketplace enabling instalment purchases without a credit card, signalling a strategic move towards embedded credit amid recent legislative changes to India’s payment system and the evolving digital finance landscape.
Flipkart-backed super.money has launched SplitStore, an in-app marketplace that lets customers buy products in instalments without a credit card, in a move that points to a broader shift in how Indian fintechs hope to make money from payments. The debut came on the same day India’s Parliament approved a change to the law governing the country’s payment system, opening the door to merchant fees on Unified Payments Interface transactions for the first time since 2020, according to reporting from TechTimes and Deccan Herald.
The timing is significant because UPI has long been the backbone of India’s digital payments boom, but it has also been a low-margin business for the companies that built consumer apps around it. super.money has grown rapidly since its launch in June 2024, and Business Standard reported in September 2025 that Flipkart invested an additional $30 million in the venture after an initial $20 million at spin-off. That backing has helped fund an expansion strategy that now stretches beyond payments into lending-linked commerce.
SplitStore is designed to turn that traffic into credit revenue. According to the reports, the service allows shoppers to split payments into zero-interest instalments while using super.money’s existing app and checkout flow, avoiding the need for a traditional card-based buy-now-pay-later product. The model also fits a wider industry trend: as UPI economics come under pressure and regulators tighten oversight of digital lending, fintechs are pushing harder into credit, savings and other higher-value services.
The move also underscores how quickly India’s consumer-finance market is changing. With UPI fees potentially returning and digital lending rules becoming stricter, platforms that can combine payments with embedded credit may gain an advantage over standalone wallet or BNPL players. super.money is betting that users who already trust the app for daily transactions will be willing to use it for larger purchases as well, giving Flipkart a clearer route to monetising one of India’s most widely used payment channels.
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