Super apps have redefined digital convenience across Asia, yet their potential to transform small-to-medium-sized businesses (SMBs) in the UK and beyond remains largely unexplored. In this exclusive Q&A, Dr Amir Zarifnia, CEO and Founder of Kixy, explains why the next wave of super apps must put SMBs at the centre—and what that could mean for the future of business.
What exactly are ‘super apps,’ and why are they significant?
Dr Amir Zarifnia: ‘Super apps,’ often known as ‘everything apps,’ integrate multiple essential services—such as messaging, social networking, peer-to-peer payments, and eCommerce—into a single platform. They’ve transformed daily life in Asia; for instance, WeChat in China, with over one billion monthly users, allows people to transfer money, hail a cab ride, and even pay for goods, all within the same app.
Why has there been renewed interest in super apps in Western markets?
AZ: One of the most notable recent developments has been Elon Musk’s transformation of X. His acquisition of the platform and plans to launch peer-to-peer payments via ‘X Money’ clearly signal a strategic move toward building a Western super app. While this has reignited broader interest in the concept, the focus remains squarely on consumers. I believe it’s time we expand that vision to include SMBs, who are just as deserving—and in many cases, more in need—of integrated, all-in-one digital solutions.
Why should SMBs specifically be included in the super app revolution?
AZ: SMBs represent a significant, yet underserved, segment. In Europe, they account for 99% of all businesses and in the UK specifically, they contribute three-fifths of employment and roughly half of private sector turnover. Despite this economic importance, SMBs frequently face technological gaps, often juggling fragmented, costly solutions that don’t fully cater to their needs. This needs to be addressed, it’s important that this crucial part of the global economy is properly accounted for with technological innovation.
What challenges are SMBs currently facing regarding digital tools?
AZ: SMBs are often forced to rely on multiple costly solutions that don’t quite meet their needs. This complexity adds financial pressure, reduces productivity, and heightens operational risks—challenges that smaller companies can ill afford. As a result, many SMBs are left behind technologically, unable to adopt digital tools as efficiently as larger enterprises. This digital gap only deepens other long-standing issues, such as limited access to credit and increased vulnerability to economic uncertainty.
What would a super app tailored for SMBs look like in practice?
AZ: A well-designed super app for SMBs could significantly streamline daily operations. Imagine a platform that enables seamless team communication, invoicing, and payments—all in one place—removing the need for multiple subscriptions to tools like Microsoft Teams or Slack. By consolidating these functions, a single integrated solution would ease operational burdens, allowing SMBs to focus on the activities that truly drive their business forward and pave the way for more sustainable growth.
Given these clear benefits, why haven’t such solutions already emerged for SMBs?
AZ: Sadly, many tech companies overlook the SMB market, opting instead to serve larger, established businesses due to a perceived higher profitability. However, given the sheer size and economic impact of SMBs, there’s considerable untapped potential. It’s a misconception that serving SMBs isn’t profitable—quite the opposite. That’s why we’re launching Kixy, to fill this gap and give SMBs the service they deserve.
How is Kixy addressing this issue and supporting SMBs?
AZ: At Kixy, we’ve built our platform specifically with SMBs in mind, recognising their unique challenges and needs. Through our partnership with British Wrestling, for example, we’ve created a space where clubs can seamlessly handle communications, events, merchandise, and payments. We envision this model extending to schools, tutors, and sole traders, simplifying operations and enabling seamless growth.
What needs to happen next for SMB-focused super apps to become mainstream?
AZ: Developers and tech companies must recognise SMBs as a substantial, viable market deserving of tailored solutions. By the end of 2025, I predict a notable shift towards SMB-focused super apps as more companies acknowledge their value. Kixy is just the start, and I urge others to prioritise this critical segment to ensure SMBs can fully participate in and benefit from the digital economy.
For more information about Kixy, visit: www.kixy.com