Affirm launches in the UK, as ‘buy now, pay later’ market faces regulatory overhaul

Affirm launches in the UK amidst BNPL regulation talks.

: Affirm has entered the U.K. market as the buy now, pay later (BNPL) industry faces potential regulatory changes by 2026. Affirm plans to build traction in the U.K. with clarity in credit terms and no hidden fees. Its U.S. affiliation with brands like Amazon and Apple signifies possible future partnerships. Affirm's current U.K. partners include Alternative Airlines and Fexco, with more anticipated.

Affirm has expanded into the U.K. as the first market outside North America, arriving at a time when U.K. lawmakers are discussing new regulations for the BNPL market, expected by 2026. Founded in 2012 by Max Levchin, Affirm has successfully partnered with major retailers like Amazon and Apple in North America.

The BNPL market has faced criticism for promotions that may encourage debt; however, Affirm seeks to differentiate itself by offering fixed interest rates and avoiding late fees or hidden charges. Klarna's fluctuating valuation reflects the industry's volatility, yet Affirm has rebounded with recent stock increases and aims for profitability in 2025.

Affirm launch in the U.K. begins with partnerships with companies like Alternative Airlines and Fexco, while promising to evolve and potentially expand its brand alliances in the future. With key hires and a remote-first approach, Affirm is positioning itself to adapt and grow in the European market without tying itself to a specific location.

BNPLAffirmRegulation