LUUP One × Upside · Strategic Concept · 2026
Strategic Provocation 01

Turn cashback
into a growth
luup.

Somewhere in a group chat,someone is being told where to save next.

Not by an ad. Not by an algorithm. By someone they trust.

A people-powered growth layer for cashback commerce. LUUP One turns Upside users into referrers, local recommenders, group savers and merchant movers.

Read the thesis See the ask
Frame 01 / 03
Live signal
Upside Pilot · 90 days · Fuel · Grocery · Dining
Scroll to descend ↓
InterstitialThe thesis in one phrase

The human algorithm.

Before any feed, any model, any paid channel — people decide where to spend based on what someone they trust just told them.

It is the oldest growth engine in commerce. A recommendation in a group chat. A receipt photographed and sent. A station, a store, a meal passed from one person to the next.

Upside already lives inside that moment of intent. LUUP One turns it into a measurable layer.

01
Trusted source
A person, not a placement
02
Real context
Right merchant, right moment
03
Native incentive
Cashback, not coupons
04
Compounding
Every share seeds the next
ACT 02The Provocation

Upside knows when cashback changes a purchase. LUUP One shows when cashback changes a network.

For years, cashback platforms have helped users save money on everyday purchases. That is powerful because it meets people at the moment of intent.

But the next opportunity is not only getting one user to transact. It is turning that saved moment into the next user, the next visit, the next merchant discovery and the next habit.

Cashback as transaction
  • Offer claimed
  • Purchase made
  • Cashback earned
  • User returns
  • Merchant performance measured
Who comes back.
Cashback as growth loop
  • Offer shared
  • Friend invited
  • Receipt triggers next action
  • Merchant discovered
  • Group saves together
  • User influence measured
Who brings others with them.

Upside owns the moment of intent. LUUP One activates the moment of influence.

Continues
Act 03 — The Hidden Asset ↓
ACT 03The Hidden Asset

A daily-life commerce graph

Upside is already sitting on one of the most powerful local commerce networks in America.

A user earns cashback on gas. Shares the station with a friend. Sends a grocery offer into a family chat. Recommends a restaurant after work. Invites someone into the app. Triggers another transaction.

Individually, these moments look small. Together, they are a user-led acquisition network.

35M+
Downloads
5M+
Active users
Daily
Purchase moments
Fuel · Grocery · Dining
Everyday behaviour

This is not just cashback activity. It is a daily-life commerce graph.

ACT 04The Missing Layer

Upside knows who transacts. Merchants know what sells.
LUUP One knows who spreads behaviour.

Layer 01
Who transacts
Upside

Cashback, offer claims, categories, frequency, active users and repeat behaviour.

Layer 02
What sells
Merchant network

Offers, locations, purchase behaviour, incentives, visits, baskets and campaign performance.

Layer 03
Who spreads behaviour
LUUP One

Missions, referrals, offer sharing, savings routes, friend groups, receipt prompts, local recommenders and measurable people-to-people movement.

Upside is the savings layer. Merchants are the commerce layer. LUUP One is the influence layer.

THE PRODUCTInside LUUP One

Four features that turn customers into infrastructure.

LUUP One is not a content tool. It is the participation layer for cashback commerce, expressed as software.

01 · CASHBACK STOREFRONTS
The flagship feature

Every user gets a cashback storefront.

Upside already helps users find places to save. LUUP One gives each user a personal storefront where they can share the offers, merchants and savings tips they would actually recommend.

A storefront might include a favourite gas station, a grocery offer, a lunch spot, a restaurant deal or a weekend savings list. When friends open the storefront, claim offers or transact, Upside can track who influenced the action.

5 offers
Fuel · Grocery · Dining
1 link
Personal storefront
Tracked
Clicks · Claims · Visits
Reusable
Updated and shared again
Luup OneStorefront
M
Maya's Cashback Storefront
Austin · 4 offers live
Favourite gas offer
Shell · $0.25/gal back
Claim
Lunch cashback
Sweetgreen · 8% back
Claim
Grocery deal
Whole Foods · 5% back
Claim
Weekend restaurant pick
Joe's Diner · 12% back
Claim
12 friends opened7 offers claimed3 merchant visits tracked
Live storefront
Maya · Austin
1
Add offers

Users add fuel, grocery, dining and local merchant offers to their storefront.

2
Share the storefront

They send it to friends, family chats, coworkers or local communities.

3
Friends claim offers

People can open the storefront, claim offers and try merchants.

4
Upside tracks influence

LUUP One attributes clicks, claims, merchant visits and activations back to the original user.

Upside gives users cashback. LUUP One gives users a place to share it.

Plus three more
02 · EASY SHARING
One tap to pass a saving on.

Users share offers into a friend chat, family group, social story or local community. Every share is tracked, every claim attributed and every successful action connected back to the person who sparked it.

Average share to claim
≤ 2s
03 · COMMUNITY COMMERCE
Savings work better in groups.

Everyday spending decisions often happen with families, roommates, coworkers and friends. LUUP One makes the group the unit of growth through shared missions, savings goals, group referrals and category challenges.

Decisions made in groups
73%
04 · FOUR DEGREES
Four degrees of connection.

Every Upside user is connected to another through people, savings, recommendations and local behaviour. LUUP One maps that graph and activates it, so one cashback moment can move from one user to their friends, their friends' friends and across a city.

1°
User
2°
Friends
3°
Friends of friends
4°
The whole city
Connection depth
4°
ACT 06Cashback That Travels in action

Four campaign platforms designed to turn active users into acquisition, reactivation and merchant discovery engines.

Each campaign is a different shape of the same idea: cashback that travels from one user to the people, places and merchants around them.

Savings stop being personal. They become a measurable growth loop.

The Savings Route
01
Campaign / Always-on
Offers Local savings paths
The Savings Route
Show people where their money goes further.
Active users, local recommenders, friend groups
Open campaign
The Cashback Chain
02
Campaign / Always-on
Cashback win Referral chain
The Cashback Chain
One saving should lead to the next.
Users, friends, friends of friends
Open campaign
The Household Savings Challenge
03
Campaign / Monthly
Shared spend Group savings habit
The Household Savings Challenge
Save together on the things you already buy.
Families, roommates, coworkers, friend groups
Open campaign
Merchant Movers
04
Campaign / Always-on
Local trust Acquisition partners
Merchant Movers
The people who move customers toward local merchants.
Top users, local recommenders, neighborhood scouts
Open campaign
Campaign 01

The Savings Route

Show people where their money goes further.

Upside users build and share local savings routes across fuel, grocery, dining and everyday errands. Instead of sharing one offer, users create a useful path: where to fill up, where to get lunch, where to shop groceries, where to grab coffee, where to save after work, where to go this weekend. A route turns isolated cashback offers into a shareable local guide.

Public hook

Build the route you would actually send to a friend.

The Workday Savings Route
  1. 01Fuel on the way in
  2. 02Coffee before the shift
  3. 03Lunch near the office
  4. 04Grocery on the way home
Why it matters
Upside becomes more than a list of offers. It becomes the place people go to find trusted local savings paths.
Why LUUP One is necessary
Route creation, sharing, referral attribution, merchant tracking, receipt prompts, reward logic, user profiles, group routes and performance reporting.
Without / With
Without LUUP One. Upside ships one offer at a time and trusts users to find each other.
With LUUP One. Upside ships a path of offers and tracks who created it, who followed it, who visited and who came back.

Upside gives users offers. LUUP One helps users turn those offers into routes other people follow.

Campaign 02

The Cashback Chain

One saving should lead to the next.

Every cashback win becomes the start of an attributable referral chain. When a user saves, LUUP prompts them to pass that offer, merchant or category to someone else. If the friend claims, transacts or becomes active, the chain continues. This is not generic referral marketing. It is cashback spreading through real behaviour.

Public hook

Pass on the saving. See how far it travels.

A chain in motion
  1. Cashback earned
    User saves $3.20 on gas.
  2. Win card generated
    LUUP turns the saving into a shareable card.
  3. Shared to a friend
    Sent to a coworker who drives the same route.
  4. Friend claims offer
    Coworker claims, transacts and saves.
  5. Friend passes it on
    Sent into a household chat.
  6. Chain depth measured
    Upside sees the full chain of influence.
Saved on gas?
Send this station to someone nearby.
Found a grocery offer?
Share it with your household.
Got cashback on lunch?
Send the deal to your coworkers.
Tried a new restaurant?
Invite someone to go next.
Why it matters
It turns private savings into network acquisition.
Why LUUP One is necessary
Share chains, referral depth, friend activation, transaction outcomes, repeat behaviour and user-level influence.
Without / With
Without LUUP One. The saving stops with one user.
With LUUP One. The saving becomes a measurable chain Upside can trace across the network.

The saving is personal. The chain makes it scalable.

Campaign 03

The Household Savings Challenge

Save together on the things you already buy.

Upside is built around everyday spend. Fuel, groceries and food are not just individual decisions. They often belong to households, families, roommates, couples, coworkers and friend groups. The Household Savings Challenge lets groups set shared monthly savings goals across categories.

Public hook

How much can your household save this month?

Shared missions
  1. 01Save on gas
  2. 02Complete a grocery offer
  3. 03Try a dining offer
  4. 04Share a receipt
  5. 05Invite another member
  6. 06Complete three categories in one week
  7. 07Hit a shared savings target
The Robinson household · this month
$184.20
saved across 4 members and 3 categories
68% to $270 monthly goal
Group composition
FamiliesRoommatesCouplesCoworkersFriend groups
Why it matters
It turns cashback from an individual utility into a group habit.
Why LUUP One is necessary
Group profiles, shared goals, group missions, member invites, progress tracking, category completion, receipt prompts, rewards and reactivation.
Without / With
Without LUUP One. Each member saves alone and forgets to come back.
With LUUP One. The group sets a shared monthly goal and reactivates each other to hit it.

Cashback becomes stickier when it becomes a shared habit.

Campaign 04

Merchant Movers

The people who move customers toward local merchants.

Top Upside users become local acquisition partners for participating merchants. They are not influencers in the traditional sense. They are local recommenders who consistently help people discover offers, try merchants and repeat behaviour.

Public hook

Become the person your area trusts for better places to spend.

Earn Merchant Mover status by
  • →Sharing merchant offers
  • →Driving first-time visits
  • →Creating savings routes
  • →Completing category missions
  • →Reactivating friends
  • →Generating repeat transactions
  • →Building local recommendation profiles
Example local roles
Fuel FinderLunch MoverGrocery GuideRestaurant RegularWeekend SaverNeighborhood Deal ScoutLocal Merchant Mover
Not influencers. Local recommenders with measurable, repeated impact on real merchant visits.
Why it matters
It gives Upside a user-led demand layer for merchant partners.
Why LUUP One is necessary
City-level profiles, merchant missions, local leaderboards, offer sharing, attribution, repeat behaviour tracking, storefronts, user segmentation and reactivation.
Without / With
Without LUUP One. Merchants are measured. The users who move customers toward them are invisible.
With LUUP One. Upside can identify, rank and reactivate the users who consistently move customers to specific merchants.

Upside can prove not only which merchants perform, but which users move people toward them.

ACT 07The Operating System Underneath

The campaign is what users see.
The system is what Upside keeps.

Each campaign is a public expression of the same deeper infrastructure. A way to identify, activate, reward and retain the people who create movement across Upside.

Layer 1 · What users see
Public campaigns
RoutesChainsHousehold goalsMerchant statusShared offersRewardsLocal recommendations
Layer 2 · What LUUP runs
LUUP One participation engine
MissionsReferralsOffer sharingReceipt promptsGroup goalsSavings routesUser profilesAttributionDashboardsReactivation
Layer 3 · What Upside builds
Strategic Upside asset
An influence graph across users, merchants, offers, friend groups, households, cities, referrals and repeat transactions.

The output is not a campaign report. It is a reusable network of users who can be activated again.

Act 08
The Ask

Give us 90 days to prove users can move users.

Fuel.
Grocery.
Dining.
Everyday spend.

A focused LUUP One activation across selected fuel, grocery and dining partners.

The goal is not to launch another referral campaign. It is to prove whether Upside's active users can create measurable growth loops: sharing offers, activating friends, reactivating dormant users, driving merchant discovery and turning cashback moments into repeat behaviour.

This can start as a controlled 90-day test across selected merchant partners, with weekly reporting and a clear read on what moved people, who moved them and which merchants benefited.

The growth question

Can Upside turn active users into a measurable acquisition, reactivation and merchant discovery layer?

What we will prove
  • 01Who shares offers that others act on
  • 02Who brings dormant users back
  • 03Which merchants benefit from user-led discovery
  • 04Which categories create repeat behaviour
  • 05Which cashback moments turn into the next transaction
  • 06Whether LUUP can lower the cost of activation vs paid acquisition
Scope
Duration
90-day test
Merchants
Upside's existing network
Categories
Fuel · Grocery · Dining
Engine
LUUP-powered missions
Surfaces
Cashback storefronts
Mechanics
Referral chains
Triggers
Receipt-triggered actions
Reporting
Weekly growth readouts

Not more attention rented from platforms.

More growth activated from users Upside already has.

ACT 09What Upside Learns

What Upside learns after 90 days.

Not just what performed. Who made it perform.

User-led acquisition
Which users bring in new or reactivated users.
How LUUP identifies it
Invite chains, friend activation and downstream transactions tracked across the LUUP referral graph.
How Upside uses it next
Promote into a top-tier referral tier with bigger rewards and earlier access.
Merchant movers
Which users drive measurable activity to specific merchants.
How LUUP identifies it
Offer shares, first-time visits, repeat transactions and merchant-level attribution.
How Upside uses it next
Recruit as local acquisition partners for participating merchants.
Route builders
Which users create savings paths others follow.
How LUUP identifies it
Route shares, follower claims, merchant visits and route completion rates.
How Upside uses it next
Feature their routes in city, category and seasonal collections.
Chain starters
Which users create multi-step referral behaviour.
How LUUP identifies it
Chain depth, hop count, conversion at each step and time-to-claim.
How Upside uses it next
Trigger as the first hop of every new campaign or category launch.
Household activators
Which users create group savings habits.
How LUUP identifies it
Group creation, member invites, shared mission completion and monthly goal hit-rate.
How Upside uses it next
Onboard their household into multi-category challenges.
Receipt responders
Which users turn completed purchases into the next action.
How LUUP identifies it
Receipt-triggered prompts, response rate and downstream claims, shares or visits.
How Upside uses it next
Power always-on advocacy across category launches and merchant promos.
Repeat activators
Which users respond again and again to missions.
How LUUP identifies it
Cohort retention, response latency and second-mission performance.
How Upside uses it next
Reactivate first for every new platform release.
Category expanders
Which users move from fuel into grocery, dining or other merchant categories.
How LUUP identifies it
Cross-category claims, crossover transactions and basket evolution.
How Upside uses it next
Surface new categories early to expanders before broad rollout.

This is how Upside moves from cashback performance to customer intelligence.

ACT 10Success Metrics

What success looks like.

The pilot should be measured like a growth experiment, not a brand campaign.

Acquisition
New users activated
via shares
Reactivation
Dormant users reactivated
via referrals
Acquisition
Offer claims
from shared routes
Acquisition
First transactions
from referred users
Retention
Repeat transactions
from referred users
Merchant
Merchant visits influenced
by user shares
Behaviour
Receipt-to-next-action rate
across cohorts
Behaviour
Category expansion rate
fuel → grocery → dining
Behaviour
Fuel-to-grocery crossover
per user
Merchant
Dining discovery rate
via routes & chains
Retention
Household mission completion
per group
Network
Cashback chain depth
average hops per win
Efficiency
Cost per activated user
vs. paid baseline
Efficiency
Cost per merchant visit
influenced
Lift
Incremental transaction signal
vs. control
Lift
Merchant-level lift
vs. control
AcquisitionPilot priority
ReactivationPilot priority
Merchant discoveryPilot priority
Repeat behaviourPilot priority
The close

Upside does not need to rent more attention.

It can activate the attention it already owns.

A cashback moment can stop with one user.

Or it can travel.

Cashback gets people to come back.

LUUP One gets them to bring others back.

Final line
Build the layer that makes cashback travel.
Build Cashback That Travels A LUUP One-powered participation layer for user-led acquisition, reactivation and merchant discovery.
LUUP One × Upside
Cashback That Travels · Strategic Concept 2026