Payment solution provider Merchant Warehouse and mobile payment platform LevelUp have announced the creation of a $1m development fund to “support the creation of custom-branded mobile payment apps” for US merchants.

The apps will use LevelUp’s White Label platform, and qualifying merchants can use the fund to hide 25 per cent of the price to develop a personalized mobile payment app for his or her business. Additionally, merchants can have access to the Merchant Warehouse Genius customer engagement platform, enabling them develop new strategies in response to data gleaned from app purchases.

“The Merchant Warehouse and LevelUp’s $1m development fund is a very good opportunity for much more merchants to maintain building brand loyalty while growing their business,” said Chris Mal, chief revenue and strategy officer at LevelUp. “LevelUp White-Label and the Genius platform are an ideal pairing with regards to getting a mobile payment platform directly into the hands of the patron, while giving merchants the platform they must make the shopper experience second-to-none.”