There is now a well-established recipe for growing an online business. You start by selling one product. Then, after acquiring users, building infrastructure, and logistics, you dole out more features. After all, whether you sell one product or 10, the cost is incremental, but the revenues—explosive. Now, with a cluster of features, from grocery to food aggregation to delivering packages, your transformation to a multifaceted online platform is complete.
Since every online service—from ride-hailing to e-commerce—needs to accept payments, it became a feature on several platforms. From payments, the next logical step was to also enable lending and insurance.