Introducing Neighborhoods on Cash App, a Neighborhood Network that Levels the Playing Field to Drive Local Business Growth

By Brian Grassadonia, Ecosystem Lead at Block

I’ve had the privilege of building two of Block’s category-defining products, Square and Cash App. We’re proud of the opportunities they have unlocked for local businesses and everyday people and the rich ecosystems that have formed around them – with more than 4 million sellers using Square and 57 million monthly active accounts on Cash App.¹

And today at Square Releases, I’m sharing an exclusive look at an exciting new offering that brings these ecosystems together. We’re calling it Neighborhoods on Cash App, and it gives us the unique opportunity to connect local sellers with local consumers in their area, creating a neighborhood network where local businesses can truly compete and thrive.

The digital divide creates a sea of sameness

Neighborhoods have always been where our purpose of economic empowerment comes to life. Where local businesses breathe character into communities, local entrepreneurs create spaces that feel distinctly theirs, and where culture, flavor, and identity are preserved. Vibrant neighborhoods don’t just happen; they’re built and sustained by local businesses that grow through creativity, resilience, and ambition.

But all too often, neighborhood growth doesn’t look like this. Instead, it’s stripped down to rows of identical storefronts, dominated by national chains with massive resources. And they aren’t just pouring these investments into expanding their physical footprint. These companies are increasing neighborhood mindshare and market share through digital strategies that local businesses can’t compete with.

Highly sophisticated mobile apps are at the center of these strategies. They don’t just process orders efficiently, they take ownership of the customer relationship, bypassing third-party marketplaces that would otherwise own the experience and the data that come with it. These apps have direct access to the customer’s wallet, and lock in loyalty with rewards programs and in-app specials that keep customers within their ecosystems. What began as the playbook of national coffee and fast-food chains has become the default strategy for every enterprise seller. And for many of them, these apps now account for a growing share of their total orders and revenue, becoming one of their most powerful channels for growth.

Local businesses want these tools too, but the reality is stark. Building and maintaining an app at that level is an impossible burden for a local business. And even if they could, customers aren’t going to juggle dozens of logins and loyalty accounts that don’t match the ease and sophistication they’re accustomed to. Our phones are already cluttered, and most of us can barely manage the few programs we use today.

This digital divide is leaving our neighborhoods less vibrant, less resilient, and robbed of the prosperity that comes when money stays local. The businesses with the superior craft have the inferior tools, and it’s long past time to level the playing field in neighborhoods at risk of becoming a sea of sameness.

Reclaiming the neighborhood

Last year, we set out to tackle this challenge of local businesses being shut out of the very neighborhoods they helped build. We asked ourselves: What if we could give every neighborhood business the power of a mobile app—without the cost or complexity? What if we could solve the fragmentation for customers while giving sellers powerful, enterprise-grade tools to attract and grow their customer base digitally?

That’s exactly what we’ve built with Neighborhoods, a new network between Cash App and Square that gives local businesses the ability to offer online ordering with the power of a mobile app. Sellers get their own branded storefront, accessible both on the open web and inside Cash App. Customers can seamlessly order ahead, reorder, earn rewards, and stay connected — always logged in and able to find and support the businesses they love.

And because it’s built on Block’s ecosystem, it comes with benefits that only we can deliver:

• Pooled stored balance that makes it easier to spend across sellers. Nearly $300 billion flowed into the Cash App platform over the last year.²
• A 1% payment processing rate for all in-app orders, regardless of the payment method, with no extra marketplace commissions or monthly fees.
• Network-wide rewards that drive repeat visits and attract new customers. Rewards can be earned and redeemed with any seller in the network, keeping money local and helping every business benefit as the network grows stronger.
• A loyal base of followers already using the app every day. Once customers follow a local seller’s online ordering profile, the seller can reach them directly and offer customizable rewards to keep them coming back.
• Free marketing and discovery tools, without gatekeepers deciding who gets seen. Local sellers can build stronger connections with followers, through messages and campaigns, right where they already order from them on Cash App.

For sellers, it’s everything you’d want in your own mobile application — without the complexity or overhead of maintaining it across multiple platforms. For customers, it’s a seamless way to support local businesses while enjoying the same convenience they’ve come to expect from the biggest brands. And for neighborhoods, it’s a powerful step toward preserving the culture, resilience, and vibrancy that make them thrive.

This is more than a product launch. It’s a commitment to the communities and businesses that shape our cities and towns. At Block, we believe that economic empowerment isn’t just about giving businesses the ability to start and run — it’s about ensuring they have what they need to grow, and to continue defining the neighborhoods we all call home.

We’re just getting started. Sellers can learn more and sign up today at squareup.com/neighborhoods.