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What a genius marketing play from this guy.
Funny enough, I’ve known about Tuyo for almost a year and never once felt like trying it.
It just looked like “another crypto card.”
Until I saw the “maybe we pay for your purchase” mechanic.
Immediately reminded me of how Labubu exploded through the exact same psychological pattern.
The blind box model turned consumption into a game loop:
buy → reveal → fail → retry → maybe hit → flex.
Labubu is technically just a toy.
What made it special was the mechanism wrapped around it.
Same thing here.
You use the card… maybe Tuyo covers your bill, maybe not.
If it doesn’t, you try again.
If it does? You screenshot it, flex it, tell friends about it.
The “reward” becomes socially viral.
The secret sauce isn’t the reward itself.
It’s the uncertainty.
Consumers stop buying purely for ownership.
They start buying for dopamine volatility.
And that distinction matters a lot.
Why do people get addicted to perps even while losing money?
Why do users keep farming airdrops after projects repeatedly say “no token”?
Why do people gamble into memes knowing they’ll probably lose?
Because probabilistic rewards create anticipatory behavior.
“Maybe the next swipe hits.”
That tiny psychological shift completely changes retention loops.
The bear market is already boring enough.
Most products still operate on predictable incentives:
“Spend $100 → get guaranteed 5% cashback.”
Cool….
But not emotionally engaging.
Now compare that to:
“Use the card enough and maybe we randomly pay for your hotel, meal, or shopping.”
Suddenly users think:
“maybe the next swipe hits”
“I’ve already used it this many times”
“others are getting rewarded”
“I don’t want to miss my turn”
That’s no longer just payments infrastructure.
That’s behavioral design.
Honestly very keen to see how this plays out for Tuyo.
gg to making neobanks interesting again.
Tuyo@itstuyo
We created a card that sometimes doesn't charge you. Buy Now, Pay Maybe.
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