It opened up its ecosystem and seemingly gave up its grand financial services ambitions. But it’s still a major payments player.

From a slew of major partnerships to our forecasts for slower user growth, we look at the biggest BNPL trends of 2024—and what they mean for 2025.

Companies implemented the tech for hyperpersonalization, AI chatbots, fraud prevention, and other use cases

Brands focus on AI as creative ally: The technology's role in fostering innovation and cost savings augments human touch.

The tie-up can bring in a large new stream of payments volume for the BNPL player, boosting growth ahead of going public next year

The Vipps wallet in Norway is the first to use Apple’s NFC tech, opening the floodgates for more to deploy the tech.

Consumer payment method choice will expand in 2025 as real-time “pay by bank,” iPhone NFC access, and digital credentials take center stage. And financial media networks will turn more payment providers into marketers.

By framing Copilot as a budget-saver that trims staffing needs, Microsoft targets enterprise buyers but risks alienating workers.

While it still faces hurdles, the company’s finances have improved markedly—setting it up for a strong IPO in 2025

Google wants to be a retail hub: Less than a month after rolling out a rebuilt Google Shopping, the tech giant launched a host of in-store and local shopping features.

They can help Google steal some market share from Apple as it opens up its NFC tech.

The BNPL provider has been prepping for this for years. Its profitability push and cost-cutting initiatives should set it up for a strong listing

The rollout will help it keep up with Klarna, but well-established competitors in the market could limit its growth

While this is a win for Klarna, merchants may not want to take on the higher transaction costs that sometimes come with BNPL plans

Fintech unicorns are becoming major startup incubators, creating city-specific hubs for innovation, even as Klarna cuts staff amid shifting market trends

Block has been working to grow Cash App Pay, but the buy button still trails competitors

It’s a large volume opportunity for the BNPL player and helps Klarna compete with. It can also help keep users loyal to Apple as its NFC tech opens up

US buy now, pay later (BNPL) payment value will reach $94.29 billion in 2024. As the industry matures, user growth is becoming limited—forcing BNPL fintechs to find new avenues for growth.

Generative AI is revolutionizing marketing and advertising, allowing brands to create personalized and highly engaging content with unprecedented speed.

It just sold off Klarna Checkout, now rebranded as Kustom. The business could become a desirable acquisition target for its newest partner.