Regarding the Apple Wallet: what about it is uncompetitive? I can add credit cards from many providers to it, and as far as I can tell Apple doesn't get anything if I add my Chase card and use it with Apple Pay. I don't think banks have to pay Apple anything for their cards to be used in the Apple wallet. Nor do non-financial cards like memberships.
You will very quickly find you can never have access to the NFC hardware. And you could not trigger your app when required.