March 19, 2025 – Block Inc. (formerly Square) has officially rebranded Afterpay as Cash App Afterpay, integrating the popular Buy Now, Pay Later (BNPL) service into its Cash App ecosystem. The move aims to provide seamless access to Afterpay’s Pay Over Time products for Cash App’s 57 million active monthly users while maintaining Afterpay’s existing customer experience.
The integration is expected to enhance Afterpay’s reach, allowing merchant partners to connect with a larger consumer base. With Cash App ranked among Gen Z’s top five most authentic brands, Block’s decision to merge Afterpay’s branding with Cash App is seen as a strategic move to strengthen engagement with its core demographic.
“The scale of Cash App’s 57 million monthly actives means our merchant partners benefit from a larger network of customers, and eligible customers gain greater access to simple, fair, and accessible payment options outside of traditional systems,” said Nick Molnar, Global Head of Sales at Block and Co-founder of Afterpay. “We believe that Cash App Afterpay will not only be an accelerant to Cash App growth but also an accelerant in the growing preference towards BNPL options in the United States.”
Starting this week, Cash App customers shopping on hundreds of thousands of merchant partner websites can select Afterpay at checkout to pay in installments. Customers will also be able to manage their Pay Over Time transactions directly within Cash App.
Block’s push to consolidate Afterpay under the Cash App brand underscores its broader ambition to transform Cash App into a comprehensive digital banking and financial services platform. Since its launch in 2013, Cash App has expanded beyond peer-to-peer payments to offer banking services, paycheck deposits, QR code transactions, investment management, Bitcoin trading, and tax filing.
Block acquired Afterpay in 2022 for $29 billion, marking one of the largest fintech acquisitions to date. The deal signified Block’s commitment to expanding its footprint beyond payments and into installment lending, strengthening its relationships with both consumers and merchants.
With this latest integration, Block is doubling down on its efforts to make Cash App a one-stop financial hub, directly competing with other BNPL players such as Klarna, which recently secured an exclusive partnership with Walmart. By leveraging its vast user base, Cash App Afterpay is poised to capture a greater share of the growing BNPL market, further solidifying Block’s position in the financial services sector.
