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Cardfree, a San Francisco startup led by the team who previously worked on Starbucks’ mobile app, today is emerging with $10 million in series A funding from Mercury Payments Systems founder Jeffrey Katz.

GigaOm reports that Cardfree will compete with the likes of LevelUp, Google Wallet, PayPal and Square, the latter of which recently inked a large partnership with Starbucks. (Starbucks also invested $25 million into the company).

“Our goal is to lead merchants to new levels and ensure they remain at the center of their customer relationships, rather than being secondary in third party mobile apps or wallets,” said CEO Jon Squire, who as senior vice president of payments at mFoundry spearheaded Starbucks Card Mobile. “We have a fundamental belief that the merchant is the most important piece of the omni-channel ecosystem, and Cardfree built its platform around that belief.”

In addition to Squire, Cardfree is led by Dustin Young, Chuck Davidson, Diane Hong, and Sen Wen. Davidson and Wen also previously worked at Starbucks.


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