U.K.-based card consolidation startup Curve this week launched with Apple Pay, allowing customers to connect their Curve cards to their Apple iPhones, watches, iPads and other devices.

Curve offers a physical and digital card that consolidates multiple bank accounts and cards into one payment vehicle, supported by Mastercard. Customers can connect their Curve account to the Apple Pay mobile payment service and toggle between the different bank cards depending on the transaction.

“Curve’s integration with Apple Pay [complements] Curve’s commitment to simplifying and unifying people’s financial lives,” said Diego Rivas, head of product OS at Curve.

Apple Pay has been one of Curve’s most in-demand features among U.K.-based customers since so many use  iOS-enabled phones, a Curve spokesperson told Bank Innovation.

“Only one day in, we saw a huge surge of customers sign up and add their cards to Apple Pay,” the spokesperson said. “We’re expecting that trend to continue as more and more people recognize the benefits of using Curve on their phone as well as with their card.”

See also: With cross-border payments, Curve seeks to challenge legacy providers

Customers’ information will remain secure through Apple Pay, the company said, and credit and debit card numbers are not saved onto the devices being used, or to Apple’s servers. Instead, the customer is assigned a unique, encrypted “device account number,” allowing for each transaction to be authorized with a one-time security code.

For Curve, 2019 was a big year;  the 4-year-old European startup has reportedly raised more than $74 million in total, including a $55 million Series B led by Gauss Ventures in July. Curve emphasized that it is not a challenger bank, but a platform that’s complementary to other bank accounts and cards. As of December 2019, customers could also connect the Curve card and app to Google Pay and Samsung Pay.

Allowing customers to use Apple Pay is part of Curve’s larger strategy to expand into different European markets including Poland, Italy and France. It will expand into the U.S. by the end of 2020. Curve is one of several U.K.-based fintech companies planning to expand to the U.S. market, including Monzo and Revolut. Late last year, it launched Curve Send, a tool allows customers to send and receive money from their Curve accounts across 25 currencies free of any currency conversion fees. As of January 2020, the peer-to-peer payment service is available in more than 35 countries in Europe and is also part of the company’s international expansion strategy.

The company is banking on the appetite among U.S. consumers for easy payment solutions, but it will be a challenge to unseat incumbent providers like Zelle and Venmo. In the fourth quarter of 2019, Zelle reported $56 billion sent via 230 billion transactions.

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