Upside

Cash back on gas, groceries and dining

StartupWashington, DC

About Upside

What it is

Upside is a commerce technology company with a mailing address at 455 Massachusetts Avenue NW in Washington, DC. Its company timeline lists January 2016 as the start of GetUpside, and the company renamed itself Upside in April 2022. It has since opened offices in Austin, Chicago and New York. Its stated mission is to advance the economic power of people living and working in the real world.

What it offers consumers

The Upside app is free. Users claim an offer at a nearby gas station, grocery store or restaurant, pay with a credit or debit card, and earn cash back. Upside rewards can be stacked on top of card and loyalty rewards, and earnings can be cashed out to a bank account, PayPal or gift cards. The company reports 35 million consumers in its marketplace and more than $1 billion in cash back paid to date.

What it offers businesses

For retailers, Upside runs a pay-for-performance marketplace. It shares revenue only on the incremental lift it generates, and promotions are funded within the retailer's available margins. Its business pages cover three verticals:

Fuel and convenience: traffic for fuel brands, wholesalers and station owners.
Grocery: more trips and stronger loyalty for grocers.
Restaurants: repeat visits for corporate and franchise locations.

To measure results, Upside compares a customer's spending after their first Upside purchase with a control group of 100 similar customers and attributes the difference to Upside. The company reports $2.5 billion in new, incremental profit for retailers to date and $6 billion in commerce running through the platform each year.

Why it matters in the DMV ecosystem

Upside is one of the larger consumer technology companies built in Washington, DC, and it shows how a two-sided marketplace can scale from the District to national retail partners. For founders, it is a reference point for performance-based pricing and rigorous measurement, a potential partner for startups selling to fuel, grocery or restaurant operators, and a source of experienced operators in the local talent pool. Upside also says it directs 1% of revenue to sustainability initiatives.

How to engage

Consumers can download the app from the Upside website. Retailers can learn about the model on the business page and request a demo. Company history is on the about page, and job seekers can browse the careers page.

Programs

Upside app
A free consumer app that pays cash back on gas, groceries and dining at participating retailers, stackable with card and loyalty rewards.
Upside for Business
A pay-for-performance promotions marketplace for fuel and convenience, grocery and restaurant retailers, where Upside is paid only on measured incremental profit.

Who it serves

Consumers looking for cash back on everyday purchases, and fuel, grocery and restaurant retailers seeking measurable new sales.

Frequently asked questions

Does the Upside app cost anything?

No. The consumer app is free. Users earn cash back on purchases at participating retailers and can cash out to a bank account, PayPal or gift cards.

How do retailers pay Upside?

Upside uses a pay-for-performance model and shares revenue only on the incremental profit it generates. If it does not drive new value, the retailer does not pay.

How does Upside measure results?

It compares a customer's spending after their first Upside purchase with a control group of 100 similar customers, and the difference is attributed to Upside.

Where is Upside located?

Its mailing address is 455 Massachusetts Avenue NW, Suite 350, Washington, DC 20001. It also has offices in Austin, Chicago and New York.

How can a business get started?

Retailers can request a demo through the Upside business site.