The mood inside Cash App, a unit of Jack Dorsey’s sprawling fintech empire, is a mix of reputational reinvention and nostalgia for the days when the platform regularly went viral on social media.

In offices decorated with colorful modern art, executives brainstorm how to drive growth and retention among what they call “modern earners,” an umbrella term encompassing everyone from gig workers to banking-skeptical crypto fans.

Cash App has long been a lifeline for people poorly served by the traditional banking system — and it’s that very appeal that’s drawn the ire of regulators and skepticism from analysts.

In a series of interviews, Block executives said they have weeded out as many problematic accounts as they could find, and are reshaping the company’s approach.

“We see a direct connection between trust in the platform and our growth,” said Amrita Ahuja, Block’s finance and operating chief. “Our customers will only make this their primary financial relationship if they trust it.”

From 2018 through 2024, an internal metric that tracks monthly active transacting accounts roughly quadrupled. Much of that growth came during the pandemic, sparked by social media promotions and sign-ups from people who didn’t have access to traditional bank accounts and needed a place to deposit stimulus checks.

Some of those users proved to be a source of legal headaches for the company. Lawsuits filed by multiple state and federal agencies alleged that criminals and fraudsters have exploited Cash App’s platform to nefarious ends.