The news: OnePay partnered with the Rakuten Card Linked Offer Network (RCLON) to offer more robust rewards within the OnePay app, per a press release.

Users will be able to activate an unlimited number of card-linked offers within their OnePay apps and can earn more rewards if they check out with a OnePay debit or credit card.

Rakuten’s affiliated merchants include Sephora, Mac, PetSmart, Urban Outfitters, and CVS.

Why this matters: OnePay is making a super app play, where customers access payments, banking, savings, crypto, investment trading, credit building, digital wallet, cell phone plans, and buy now, pay later products in one app. 

Juicing its rewards can help OnePay convince more customers to explore the app’s all-around financial utility beyond checking out at Walmart, where most customers first encounter the brand and can earn 3% cash back. 

Implications for wallets: Digital wallets serving subprime populations, like Cash App and Chime, should bolster their all-around services as OnePay tries to keep loyal Walmart customers locked within its financial apparatus. 

While they may not dethrone major digital wallets with this promotion, merchant-specific offers could help make the wallet stickier with existing users: 31.3% of customers who use the maximum amount of benefits count themselves as extremely or very satisfied with merchant-specific offers.