Airwallex Ramps Up in Israel After 315% Revenue Surge
Hey Payments Fanatic!
Airwallex is quietly turning Israel into one of its fastest-growing markets.
Revenue there jumped 315% year-on-year... Transaction volume in Q4 alone was up 406%. For a company that only launched locally in 2023, that’s serious momentum.
After securing its Payment Service License in July 2025, Airwallex rolled out its full stack on the ground: treasury, acquiring, and card issuing. Now it plans to increase its Israel workforce by 43% by the end of the year.
According to Or Liban, Head of Israel at Airwallex, "Since launching in Israel nearly three years ago, the team has seen strong growth with new customers and regional hires.”
What this really signals to me is a shift:
With a larger team, a full product suite live, and the local license secured, Airwallex is positioning itself as a real infrastructure for Israeli companies looking to scale globally.
Now, let’s look at what else is moving in Payments today 👇 I'll be back tomorrow with more news from the sector to keep you informed.
Cheers,
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GOLDEN NUGGET
𝐓𝐡𝐞 "𝐒𝐮𝐩𝐞𝐫 𝐀𝐩𝐩" 𝐢𝐬𝐧'𝐭 𝐚𝐧 𝐚𝐩𝐩 — 𝐢𝐭'𝐬 𝐚 𝐭𝐚𝐤𝐞𝐨𝐯𝐞𝐫 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 👇Created by Arthur Bedel 💳 ♻️
Think about the last time you opened an app.
You didn't open it because you love apps.
You opened it because you needed something done:
message someone, order food, book a ride, pay a bill, buy something.
𝐓𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐚𝐩𝐩𝐬 are built for that moment.
↳ One problem. One flow. One outcome.
A 𝐒𝐮𝐩𝐞𝐫 𝐚𝐩𝐩 plays a different game.
→ It doesn't want to win a single transaction.
↳ It wants to become the place you start your day... and the place you end it.
That's the shift:
→ 𝐓𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐚𝐩𝐩𝐬 = a tool
→ 𝐒𝐮𝐩𝐞𝐫 𝐚𝐩𝐩𝐬 = an ecosystem
And the reason they scale so fast is simple:
→ they don't fight for attention every time... they build 𝐡𝐚𝐛𝐢𝐭.
1️⃣ One service brings you in.
2️⃣ Another keeps you there.
3️⃣ A third makes you come back tomorrow.
And somewhere in the middle of all that...
→ 𝐩𝐚𝐲𝐦𝐞𝐧𝐭𝐬 becomes invisible.
↳ Not a "checkout experience"... but a background function.
This is why super apps are so powerful in payments. They don't ask users to "go pay". They embed payments inside daily actions:
↳ chat
↳ mobility
↳ food
↳ shopping
↳ tickets
↳ subscriptions
↳ financial services
Result:
✔️ The wallet becomes the glue.
✔️ The data becomes the moat.
✔️ And the distribution becomes unfair.
Of course, it's not all upside. The same thing that makes super apps strong... makes them hard to build.
❌ More features = more complexity.
❌ You now need to manage:
customer support across multiple products
↳ operational overhead at scale
↳ product overload for users
↳ constant iteration without breaking the experience
So yes, 𝐒𝐮𝐩𝐞𝐫 𝐚𝐩𝐩𝐬 can win big. But they can also collapse under their own weight.
𝐌𝐲 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲:
A traditional app optimizes for 𝐟𝐞𝐚𝐭𝐮𝐫𝐞 depth.
A super app optimizes for 𝐥𝐢𝐟𝐞 coverage.
And if you're in #FinTech...
→ This isn't a product trend.
↳ It's a distribution war.
Who do you think has the best shot at building a 𝐭𝐫𝐮𝐞 𝐬𝐮𝐩𝐞𝐫 𝐚𝐩𝐩 𝐢𝐧 𝐭𝐡𝐞 𝐖𝐞𝐬𝐭?
Source: DashDevs LLC
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