Block has built the bridge between Square sellers and Cash App customers. Now it wants more people to cross it.

Block operates a merchant network through Square and a consumer network through Cash App. Connecting the two allows the company to make each more valuable to the other.

Block acted on that opportunity in the fourth quarter of 2025 with Neighborhoods, a Cash App feature that puts Square sellers in front of potential customers. The strategy has been to help merchants generate more business while giving consumers an easier way to discover local businesses. 

“It changes what happens before and after the transaction,” says Owen Jennings, Block’s Business Lead. “Square has always helped sellers run their business and accept payments. With Neighborhoods, Cash App can also help customers discover those sellers, follow them, order ahead, earn Local Cash to redeem on future visits, and come back again.”

Translating discovery into repeat business

Neighborhoods extends Square’s role beyond powering transactions to helping merchants attract and likely retain customers. Square merchants can appear in Cash App’s Neighborhoods tab, build a following, and reach potential customers through marketing campaigns without having to build an audience from scratch. Consumers, on the other hand, can discover local businesses, order ahead, and earn Local Cash to redeem on future visits. Local Cash is the rewards currency within the Neighborhoods program.

This is especially useful for independent businesses with limited time and resources. A neighborhood café might have a point-of-sale system but lack the means to build an app, manage a loyalty program, and run digital marketing. “Neighborhoods brings those pieces together through the sellers’ existing point of sale,” Jennings says.

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