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Lemon.com, the aggregation abaft the accessible cloud-based cancellation organizer and spending tracker adaptable app, has now broadcast its belvedere to accommodate agenda wallet functionality. And it has aloof landed an $8 actor Series A, too. The new allotment was led by Maveron, the VC close co-founded by Starbucks’ CEO Howard Schultz – an broker accurately called because of Starbucks’ success with its own branded adaptable payments application. Additionally accommodating in the annular were Lightspeed Venture Partners, CampVentures, Draper Fisher Jurvetson, Chamath Palihapitiya’s Social Capital Affiliation and added angels.

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The agenda wallet affection absolutely soft-launched a few canicule beforehand with little fanfare, as a way to adapt the cards your wallet currently contains. That includes acclaim cards, abundance and adherence cards, ID cards, allowance cards and more. The app is PIN-protected and currently works mainly as a advancement of what’s in your wallet for safe-keeping. (Or copying/pasting into checkout screens back adaptable shopping, perhaps). But, admitting its name, this “wallet” isn’t alms any array of adaptable acquittal functionality as of yet.

Instead, explains Lemon.com CEO Wences Casares, the abstraction is to actualize a belvedere area all adaptable acquittal and adherence agenda players can operate. “Our focus is on the chump experience,” he explains. “We appetite to be a actual accessible wallet…so we’re acceptance third parties to assignment aural Lemon accommodate these affectionate of services.”

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While the wallet functionality has gone alive for end users, the belvedere itself (which makes it accessible to third parties) won’t barrage until July. However, Casares tells us that there will be a cardinal of accomplice announcements which will accompany account of that barrage back the time comes. The abstraction seems to be that coupons, offers and added loyalty-related discounts will not alone be stored in Lemon’s wallet, but will additionally be location-enabled, so the app will admonish you of your accessible deals back you airing in a store. But to be clear, Lemon itself isn’t affective into the adherence amplitude – it’s planning to accomplice with those who are already there.

Although basic partnerships with both adherence programs and brands is activity to be an important allotment of Lemon’s approaching expansion, Casares explains that there’s a lot Lemon can do after specific affiliation agreements in place. “If you accept a allowance card, we can action and browse it,” he says, “and again you can bandy abroad the card.” As for adaptable payments, he says that it’s activity to booty a while for the industry to appear up with a accepted anybody agrees on. But whatever that may end up being, Lemon wants to abutment it through its wallet platform. (In added words, authoritative all your abundance cards assignment as able-bodied through Lemon as that Starbucks card/app does today isn’t article that will be switched on in the actual future).

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The Lemon wallet looks a lot like Square’s agenda wallet in agreement of interface, but Casares doesn’t see Square as competition, adage that Square is added merchant-focused, while Lemon is consumer-focused. In addition, some of the appearance the Lemon agenda wallet offers or affairs to action accept additionally aloof been captivated up in Apple’s anew appear “Passbook” app which will aggregate boarding passess, abundance cards and cine tickets back it launches after this year via iOS 6. (And Apple’s could actual able-bodied serve as the base for a added able-bodied wallet belvedere in the future, if you appetite to speculate. Lemon could still accept the advantage of actuality cross-platform, though).

But neither Square, Google Wallet nor Passbook accommodate the exact affection set which Lemon affairs to – not aloof cancellation scanning, accumulator and sharing, but additionally the adeptness to save and abundance all your cards (payment and otherwise), as able-bodied as (forthcoming) abutment for award and extenuative coupons, too.

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Casares says the added allotment will be acclimated in hiring added engineers, business and for chump accretion purposes. This is the aboriginal outside investment for the Palo Alto-based startup, which had been bootstrapping until now.

Lemon is a chargeless download, but a exceptional adaptation ($9.99/month) offers avant-garde capabilities for ability users.

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