Starbucks could be turning into a bank. Not that they talk much about this fact. But for a few years, the coffee giant doesn’t content itself with brewing up your morning cup of coffee only. They’re brewing up their own financial services, too.

At the center of this venture stands the Starbucks App and the in-house loyalty program Starbucks Rewards. Together, those components have formed an unlikely financial services ecosystem enclosed in the Starbucks brand. The Starbucks App allows customers to order and pay contactless in Starbucks branches. And by paying like this, they also gather loyalty points for the Starbucks Rewards program to spend on benefits.

This development has only accelerated over the years. Yet, it also has suffered pushback in the recent past, when Starbucks changed the loyalty points/free drinks ratio – making some items cheaper and others more expensive in terms of loyalty points to spend getting them. Yet, the outrage only proves how popular Starbucks’ Rewards program is.  

And one other popular practice related to the Starbucks App has made headlines over the last years: As user numbers of the Starbucks App rise, so does the amount of money deposited on their prepaid cards. Electronic money laying unused on card accounts… has Starbucks turned into a bank? And is this a business model, other companies might want to adopt? 

Well, don’t start depositing your spare change into a latte cup, just yet. Let’s take a look at what’s really going on behind the scenes first. In the following paragraphs, we will explore:

• How Starbucks turned from a coffeehouse to a fintech player
• Which benefits the company reaps from its financial services
• If Starbucks is actually a bank now
• How other companies can embark on the same route as Starbucks – and profit from it

Tough Times for Fintech

After 2 years of Covid-19 pandemic, just when we thought that the hard times were nearly over, reality hit us in February 2022 with the war in the heart of Europe. We don’t yet know what the long-term consequences of the global economic situation will look like, but we already see the impact in different areas of our lives and businesses in the EU. Many countries take care of refugees from Ukraine, support the attacked country with weapons and ammunition, impose sanctions against the aggressor and bear the consequences of these sanctions suffering under the high dependency on Russian gas and oil. The population is struck with high inflation and rapidly increasing prices. Many small businesses struggle to keep their heads above water due to growing energy costs. Startups in different areas experience venture capital funding curbs and shrinking valuation. And fintech is affected by these negative developments, too. 

After the record year 2021, in 2022 the investments into fintech worldwide dropped from 226,5 billion USD to 107.8 billion USD. And it’s unlikely that the second half of the year will be as good as the first one. Most likely the deals that were closed in the first half of 2022 were negotiated at the end of 2021 / early beginning of 2022. That means, before the war in Europe and the recession started, under totally different circumstances.

A report by Andreessen Horowitz shows that fintech companies valuations have fallen from 25 times forward revenue in October 2021 to four times forward revenue in May 2022.