Tweets, tips & trading: X doubles down on payments power play

Big Tech is no longer content with just running user feeds, they want wallets too. With X gearing up to launch “X Money,” in-app trading, and even branded payment cards, the platform is making an aggressive play to reinvent itself as a one-stop superapp for money, media, and more.

X is preparing to embed financial services directly into its platform, with the aim of becoming a full-fledged superapp. In June, CEO Linda Yaccarino unveiled plans for in-app investing, trading, and an X-branded credit or debit card launching by the end of 2025. This builds on ‘X Money,’ the Visa-backed digital wallet also set to launch this year, which enables instant funding, peer-to-peer payments, eCommerce, and tipping, all within the X ecosystem.

“2025 X will connect you in ways never thought possible. X TV, X Money, Grok and more.” — X CEO Linda Yaccarino

“2025 X will connect you in ways never thought possible. X TV, X Money, Grok and more,” X CEO Linda Yaccarino wrote in a post in December.

X’s huge user base along with rich social data gives it a unique edge to offer highly personalised financial products and services. This level of customisation not only enhances user experience but also boosts engagement and conversion rates far beyond what standalone fintech apps can achieve.

Regulatory hurdles do look like challenges in the US, where money transfer licences are required state by state, but X has already secured licences in more than 40 states, albeit facing slower or stricter approvals in some, which could cause a delay in the launch.

As per The Distillery, competing with well-known fintech players means X must steadily invest in trailblazing technology to stay ahead, improve customer experience to meet rising expectations, and create trust via strong security and transparent practices. Whether the platform succeeds or not will depend on its ability to innovate fast while maintaining a reputation for reliability.

X’s push into financial services signals a bold move to transform from a social media platform into a global superapp. With “X Money,” in-app trading, and debit/credit offerings planned, X is leveraging its massive user base and social data to disrupt fintech. Its edge lies in personalization and ecosystem integration, but regulatory hurdles and fierce competition from established fintechs remain major challenges. Success will hinge on whether X can innovate rapidly while building user trust in security and compliance.