Affirm Launches BNPL Service in UK with New Partners

Affirm, a major player in the buy now, pay later (BNPL) sector, has launched its services in the United Kingdom, marking its first expansion beyond North America. The company will initially offer both interest-free and interest-bearing monthly payment plans without late fees, distinguishing itself from other BNPL providers who often charge penalties. Affirm's entry into the U.K. coincides with pending regulatory changes aimed at aligning BNPL services with traditional credit regulations, expected to be implemented by 2026. Affirm has partnered with U.K. merchants, including Alternative Airlines and Fexco, to integrate its payment options at checkout. CEO Max Levchin highlighted the U.K.'s large market and demand from merchants as reasons for choosing it as Affirm's first overseas expansion. Affirm plans to hire additional staff in the U.K. to support its growth and compliance efforts.