Woolworths, Kogan and Marley Spoon are among the ASX-listed retailers issuing fractional shares to consumers as loyalty rewards in a micro-investing scheme encouraging the next generation of Australian shareholders.

Fintech start-up Upstreet has been launched to the public after a two-year pilot program, with an app that allows shoppers to receive up to 8 per cent of their transaction value back in the form of fractional shares in the company they purchased from.