Google Pay is tapping Fidel, a UK based startup with an API that allows developers to build products and experiences on top of major card networks, to offer cash back rewards for its users as rewards are one component of the growing Google financial services ecosystem. The merchant-funded offers that live in the Google Pay app are supported by Fidel’s API, which captures real-time transactions from linked payment cards, and enables companies to trigger real-time engagement between consumers and merchants at the point of purchase.