Bundle - Rethinking Incentives for the Internet Economy

We’re excited to announce our investment in Bundle, a new-age incentive infrastructure platform helping businesses acquire, engage, and retain users through more compelling rewards.

Businesses spend enormous amounts of money trying to change consumer behavior. They discount products, offer cashbacks, distribute loyalty points, and pay advertising platforms for impressions and clicks. Yet many of these mechanisms have become increasingly inefficient, and the return on spend has been steadily eroding:

• Discounts reduce margins and can train customers to delay purchases and ultimately, become brand-insensitive.

• Cashback is useful, but often too small to be meaningful or to retain customers.

• Loyalty points are fragmented across brands, extremely difficult to use, and frequently forgotten.

• Meanwhile, advertising costs fluctuate, attribution remains imperfect, and brands often pay before knowing whether a user will take the desired action.

Another incentive model that has repeatedly demonstrated its ability to capture attention is the possibility of a genuinely meaningful reward.

Large companies have used prize-driven campaigns for decades, from McDonald’s Monopoly to major retail giveaways. These campaigns can create excitement, earned media, and consumer engagement that conventional discounts struggle to replicate. But they are expensive and operationally complex. Running one requires prize capital, campaign administration, payout infrastructure, legal support, fraud controls, and sufficient distribution to make the reward compelling.

As a result, this model has largely remained available only to the world’s largest brands.

Bundle is building the infrastructure to change that and enable a wider universe of brands to take advantage of this model.

Bundle a New System for Networked Rewards

Bundle enables businesses to replace or complement traditional discounts and cashback with pooled, performance-based rewards.

A business defines an action it wants a customer to complete: make a purchase, register for a service, reactivate an account, watch a piece of content, pay a first installment, or complete another measurable engagement. Rather than paying for an impression or click, the business contributes value to a shared reward pool.

By aggregating budgets across businesses, Bundle can create rewards that would be difficult for any individual small- or mid-sized merchant to offer on their own. Bundle is intended to function as incentive infrastructure rather than another advertising destination. Campaigns can initially be launched via lightweight workflows, with deeper integrations with webhooks, commerce platforms, CRMs, and analytics as usage grows. In short, Bundle will be a common operating layer through which businesses can create, fund, measure, and distribute more powerful rewards.

For users, the experience is designed to remain simple. They complete an action with a participating business, claim a digital reward through Bundle, and become eligible for a combination of larger pooled rewards and smaller guaranteed reward tiers. Users can also exchange eligible rewards for an immediate fixed value rather than waiting for a draw.

Why Stablecoins Matter

Bundle’s consumer proposition does not depend on users understanding crypto. Stablecoins nevertheless provide an important infrastructure advantage. Traditional reward systems become difficult to operate across borders. Each new country can require additional banking relationships, payout integrations, reconciliation processes, foreign-exchange operations, and minimum transaction economics. This difficulty compounds painfully when rewards need to be distributed to multiple users across many markets.

Stablecoins provide Bundle with a common, programmable settlement layer that is more global, programmable, and economically practical. They can make rewards globally portable, improve auditability, enable transparent tracking of pooled capital, and reduce the need to build an entirely new payment stack in every market.

Users can ultimately choose how to use their reward: withdraw via local banking or e-wallet rails, spend with a virtual card, transfer it to an external wallet, or retain it in digital dollars. Bundle is designing the crypto components to sit behind a familiar consumer experience rather than forcing users to manage wallets, gas, or onchain complexity.

Better Economics for Businesses

Bundle’s core proposition is straightforward: businesses should pay for completed outcomes that don’t scale directly with transaction size, and their incentive spend should create more emotional impact per dollar. Pooling makes the proposition more powerful. Hundreds or thousands of contributions across merchants can fund rewards that users genuinely notice.

This creates the potential for a compounding system.

More businesses create larger pools. Larger pools produce more compelling rewards. More compelling rewards improve conversion and participation. Better attribution and performance attract additional businesses and budgets. Finally, all of these are accelerated by global programmatic settlement and better economics enabled by stablecoins.

One new unlock is the ability to collaborate across a portfolio of brands, or possibly across brands from different merchants. This is possible since Bundle also preserves attribution within the pooled structure. Contributions are tracked by merchant, while fixed reward tiers can be allocated proportionally to ensure that smaller participants are not crowded out by larger brands. The largest rewards benefit from the full network, while guaranteed tiers provide a degree of merchant-level fairness.

Bundle can aggregate incentive liquidity across businesses, industries, and geographies as opposed to fragmented points/cashback programs. Over time, integrations with commerce platforms, marketplaces, CRM systems, and marketing software could allow merchants to activate Bundle wherever customer actions occur.

The Team

Building Bundle requires an unusual combination of enterprise sales, consumer product design, emerging-market operations, payments infrastructure, and regulatory discipline, and we believe Bader and Mostafa are the founders to bring this to life.

They both bring previous leadership experience across investment banking, digital assets, and Web3 ventures. They’ve operated in demanding regional businesses and understand that scaling Bundle will require local distribution, intuitive product interfaces, and regulatory execution.

The Future of Incentives

The best incentive systems create urgency, anticipation, and a reason to act, and, more importantly, sustain user anticipation and engagement over a longer period.

Today, the most powerful versions of these campaigns are reserved for companies with enormous budgets and sophisticated operational teams. Bundle is making that capability accessible as software pooled across businesses, paid for on performance, distributed globally, and abstracted behind a simple user experience.

We believe the next generation of rewards will be portable rather than siloed, outcome-based rather than impression-based, and emotionally meaningful rather than merely incremental.

We’re proud to be backing Bader, Mostafa, and the rest of the Bundle team as they build a new incentive layer for global commerce.

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