Twitter owner Elon Musk has taken the first steps in creating an ‘everything app’ to rival WeChat. It’s going to be an uphill battle

Elon Musk needs Twitter to be an “every thing app,” which incorporates peer-to-peer funds, and has taken the primary steps towards that aim by securing essential monetary licenses in three states. However, in line with firm insiders who spoke to Fortune, the following steps are unclear as chaos reigns, regulatory hurdles loom, and potential rivals like Venmo and PayPal dominate the market. 

Below the possession of the cost-cutting Musk, the social media big has encountered quite a few obstacles, together with lawsuits and extreme web site malfunctions. Greater than 80% of Twitter’s workforce has been let go or have resigned, resulting in a shortage of engineers with experience within the platform’s legacy techniques, which has hindered efforts to handle the myriad bugs plaguing the platform. It’s additionally left fewer engineers to spin up a funds system searching for to serve a whole bunch of tens of millions of customers.

From the beginning of his tenure main the social media platform, Musk has signaled that he needs the corporate to be one thing extra—an “every thing app” he calls “X,” mirroring China’s WeChat, which along with messaging permits for funds and e-commerce. Securing regulatory licenses is a vital first in enabling fee providers, though some staff doubt that he can pull off the difficult logistics, even with newly appointed CEO Linda Yaccarino making an attempt to construct belief on the embattled firm.

“I don’t assume the every thing app will occur inside one 12 months. You want income to assist every thing that has to occur to construct it,” a former Twitter staffer with data of the funds plan advised Fortune. “Having stated that, if Linda is ready to strike good and high-value partnership offers, that may change issues.”

Musk has lengthy had a imaginative and prescient for establishing a complete on-line banking establishment. In 1999, he invested $12 million to cofound alongside former Intuit CEO Invoice Harris. The launch of proved profitable, with over 200,000 signups recorded inside simply two months, a milestone particularly spectacular as a result of it got here at a time earlier than most individuals had been comfy with on-line monetary transactions.

Nevertheless, the corporate confronted a litany of points that parallel Twitter’s right this moment. In keeping with a Elon Musk: Tesla, SpaceX, and the Quest for a Unbelievable Future, a biography of the billionaire written by tech journalist Ashlee Vance,’s computing techniques failed to deal with a quickly rising buyer base. The corporate’s web site collapsed on a weekly foundation and left the platform susceptible to fraud, leading to vital monetary losses and not using a path towards revenue. The shortage of a cohesive enterprise mannequin and doubts about Musk’s decision-making compounded these challenges, which led the board to oust him as CEO. Tech mogul Peter Thiel took over and renamed PayPal.

“Musk not often lets a slight go unpunished,” Vance wrote within the biography. “All through this ordeal, nonetheless, he confirmed unbelievable restraint.”

Quick ahead to right this moment, and Musk appears to have performed every thing however let this go. In an interview final month with CNBC, Musk says PayPal is “kind of a half-baked model of what it could possibly be.” He has been vocal about his intolerance for boards, firing the Twitter board instantly upon acquisition, maybe to keep away from the same coup like at PayPal. He renamed Twitter to X, he has a son named X, and Musk purchased from PayPal in 2017 as a result of “it has nice sentimental worth.”

He’s additionally reignited his hopes of constructing a world funds platform. Although Twitter flirted with fee providers earlier than his tenure—together with establishing the subsidiary Twitter Funds LLC and dabbling with crypto—Musk floated fee instruments as a possible income driver in a deck he offered to potential traders earlier than the takeover.

“I feel there’s potential to create a extra environment friendly monetary system,” Musk stated within the CNBC interview, including that it will be “poetic to meet in the end the imaginative and prescient that I had for X over 23 years in the past, and truly see that come to fruition.”

After Musk turned CEO in October, Twitter started to use for federal and state regulatory licenses, in line with a January report from the Monetary Instances. Starting in late June, Michigan, Missouri, and New Hampshire had been the primary three states to grant them.

Cash transmitter licenses are a step beneath what’s required of trusts or banks—they permit firms to take cash from customers and ship it, though they’ll’t maintain deposits as a financial institution would. Securing cash transmitter licenses in states throughout the nation, Twitter might start to implement peer-to-peer fee providers much like Venmo or PayPal. 

Austin Campbell, an adjunct professor at Columbia Enterprise Faculty and monetary providers professional, stated firms apply for cash transmitter licenses “since you really need to deal with the cash and it’s the quickest path to do it with the least mind injury,” in contrast with making use of for belief or banking charters. “This simply tells me Elon needs in on funds.”

With Twitter more likely to be accepted as a cash transmitter in most states, the looming query is whether or not it will have the ability to compete with established gamers like Venmo or PayPal. Stephanie Choo, a basic accomplice on the fintech-focused enterprise capital agency Portage Ventures, stated Twitter would have to be “10 occasions higher” than rivals, which it might accomplish by way of rewards techniques. Even then, there may be little precedent for messaging apps implementing fee providers outdoors of the “every thing app” giants of Asia, with WhatsApp and Telegram each lagging with rollout.  

Choo stated essentially the most fascinating model of Twitter’s funds plan could be to construct out globally, with rivals like PayPal and Smart nonetheless struggling to construct complete networks. The principle impediment to worldwide progress is securing monetary licenses in each particular person jurisdiction, and Choo stated the common sense path ahead could be digital wallets, possible powered with crypto. 

Though Musk has signaled curiosity in crypto by way of his different firms and professed love of Dogecoin, enabling crypto funds might create regulatory complications for the social media platform. Even with cash transmitter licenses, Twitter must arrange accounts with banks, which have proven a reluctance to onboarding crypto-focused companies.

“The tougher half now’s the quantity of regulatory scrutiny to have a regulated financial institution work with you, and I simply don’t see Twitter shopping for a financial institution, which is without doubt one of the methods to do that,” Choo stated. “However I wager they’ve sufficient clout in market to get an working account.”

The ultimate hurdle could be empowering Twitter’s skeletal workers to construct out a fee platform to compete with the giants. One present worker, who spoke on the situation of anonymity, stated that the final rely for full-time staff was simply round 1,400, down from round 8,000 earlier than Musk’s takeover. By comparability, PayPal has almost 30,000 staff. 

“There are actually not sufficient individuals to totally implement something new,” they stated, “with out inevitable points.”

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