Omer Ismail is the CEO of OnePay, the consumer fintech majority-owned by Walmart and backed by Ribbit Capital, which now serves more than 7.5 million customers. He was last on the show in 2017, when he was running Marcus at Goldman Sachs. A lot has changed since then: we talk about why he left Goldman to start again from scratch, how OnePay turns Walmart shoppers and associates into banking customers, and why he thinks the next chapter of fintech belongs to platforms that can manage a customer's whole financial life.
What We Covered
The 2019 dinner that started OnePay
Why Omer left Goldman Sachs
Three lessons from Marcus
The rabbit in the New York office and what it says about culture
Fintech 1.0 versus fintech 2.0
The front door products: digital banking and credit
How OnePay acquires customers inside Walmart
Why more than 80% of banking spend happens outside Walmart
Hiring a first CMO and taking the playbook to UKG, Workday and ADP
Apple Pay and the checkout
Why OnePay has no plans for a bank charter
Penny, the AI financial assistant
The new teen banking product
Key Takeaways
Distribution and structure are the two things Marcus did not have. Omer says customer access is "incredibly hard and incredibly expensive." OnePay gets customers through Walmart at effectively zero acquisition cost, but it sits outside Walmart's four walls, so it can hire, incentivize and move like a startup.
Fintech 2.0 is about single platforms, not single products. Fintech 1.0 companies each did one thing. Omer argues customers do not want to manage 15, 20 or 30 financial relationships, so OnePay acquires through high TAM, high engagement products (digital banking and credit) and then offers the next best product.
A Walmart customer is not a Walmart-only customer. Only around 17% to 18% of OnePay banking card spend happens at Walmart. The goal is to be the primary financial relationship and top of wallet everywhere, which is why the company has hired its first CMO and is now acquiring through HR platforms and direct channels.
AI changes personal financial management only when it can act. Mint stopped at insights. Omer's case is that a platform with both the customer's data and the products can complete the action for the customer, and that the winner will be whoever customers trust to do that.
About Omer Ismail
Omer Ismail is the CEO of OnePay, a role he took on in 2021 when the joint venture between Walmart and Ribbit Capital was being formed. Before that he had a long career at Goldman Sachs, where he ran the consumer business that included Marcus. He moved to the US at 18 and has spoken about how that shaped his interest in helping people build healthy financial habits early.
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