Affirm Enters UK Market, Challenging Klarna and PayPal in BNPL Space

The fintech firm aims to differentiate itself with transparent fees and longer-term payment options amid upcoming regulatory changes.

Affirm, a U.S. buy now, pay later provider, has launched in the UK, marking its first expansion outside North America.
The company, led by PayPal co-founder Max Levchin, offers both interest-free and interest-bearing payment plans with no late fees.
Affirm's UK entry comes as the government considers new regulations to protect consumers in the buy now, pay later sector.
The firm will initially partner with Alternative Airlines and Fexco, with plans to expand its merchant network in the UK.
Affirm's launch aligns with its strategy to leverage existing partnerships with major brands like Amazon, Shopify, and Walmart.