Why disrupt the bank account when you can go straight to the true source of all consumer spending: an individual’s paycheck? Brandon Rodman, who founded customer communications platform Weave but left before the company went public last year, has started a new company that aims to get consumers to deduct everyday expenses directly from their paycheck.

Previ connects users who want cash-back deals and ease of payment with partners that want a cheaper way to acquire customers. To further sweeten the collaboration, Previ takes on the “risk” of consumers and pays its partners on behalf of them (and plans to take out a debt line in the future to fund these payments). In return for lead generation, partners pay Previ a fixed fee, and a fixed percentage is sent back to the consumer as a cash-back advantage.

The easiest way to understand the startup is to think about incentives. Users have an incentive to pay for standing transactions more directly with cash-back advantages. Partners have an incentive to acquire customers in a less expensive way, and Previ has an incentive to bet on the stickiness of folks who are willing to pay for a service so regularly that they opt for automated payments.

The startup doesn’t charge any interest rates, annual fees or late fees often associated with credit cards, and Rodman says that this will not change. However, if a user loses their job and paycheck, Previ’s backup plan is to pull from their bank account. Users are asked to connect to bank accounts upon sign-up, in case the sum of predetermined purchases surpasses their check. Because it is pulled from the user’s bank account and not their paycheck, the user does not receive the cash-back benefits. However, the user is incentivized to reconnect their paycheck services when they do get their next job so that the cash-back incentives resume.

Some think that owning the paycheck is the key to fintech success, because it creates a stickiness in which a consumer will conduct every transaction through the winning platform. There are startups racing to get closer to a consumer’s income, including Claire, which offers users free earned-wage advances by integrating into HR and Pinwheel, an API platform for payroll.