The news: Block debuted Cash App Pay to Uber and Uber Eats customers in the US and rolled out Square’s native Uber Eats integration to Canada, Australia, Ireland, France, Spain, and the UK. 

Why this matters: Block is flexing its dual-sided network’s capabilities. By servicing both the merchant and consumer ends of the payment relationship in a high-touch interface like Uber, Block can increase payment volume for both Cash App and Square: We forecast that sales for Uber Eats and Uber ride-sharing to hit $34.12 and $82.44 billion, respectively. 

For Square merchants, stronger Uber integrations help deepen connections with millennials and Gen Zers, who make up the majority of the platform’s engagement, per BCG Matrix.

Cash App’s installment offerings may also make younger riders more willing to order more expensive rides—making essential and safe transportation from airports and concerts more accessible, especially around surge pricing.

Implications with payment providers: Younger consumers are prioritizing experiences and will pay to get them. Partnerships with platforms like Uber where Gen Zers and millennials have high engagement should be prioritized to secure younger people’s nondiscretionary spending.