The business I work for uses Square Stands for POS, and we've noticed they've been steadily adding additional paid value-adds mostly relating to customer contac

The business I work for uses Square Stands for POS, and we've noticed they've been steadily adding additional paid value-adds mostly relating to customer contact/retention to their dashboard system. They don't seem to be confining themselves to processing and loans for increasing revenue, but are trying to become a basic ERP/marketing provider as well. Sage/Moneris already does the same thing so it makes sense.