Flexible payment network Affirm introduced its BNPL services to customers in the UK marking its first European expansion.

Affirm has launched its “buy now, pay later” (BNPL) services in the UK, offering flexible payment options that include interest-free and fixed-interest monthly plans.

Partnering initially with Alternative Airlines and Fexco, Affirm now allows UK consumers to split payments without hidden fees, with a transparent interest policy based solely on the principal amount.

The startup is one of the cohort of popular BNPL service providers which offer an affordable and convenient alternative to credit cards. It is estimated that e-commerce businesses offering Buy Now, Pay Later options see a whopping 27% increase in sales volume on average. Moreover, expert forecasts predict that, by 2028, the number of BNPL users worldwide will grow from 380 million users in 2024 to 670 million in 2028, illustrating a ?107% surge.

Affirm has over 50 million users and more than 300,000 active merchants globally.?The firm has been operating since 2012 and was previously present only in the USA and Canada markets. The fintech plans to add more UK-based employees and further partnerships to support growth in the region.

“Affirm was founded on the premise of putting people first and empowering consumers to take greater control over their finances. Building on our leadership in the US and Canada, where we partner with top retailers and commerce platforms, we see a significant opportunity to extend our mission of building honest financial products to the UK. We know that UK consumers are savvy shoppers who appreciate upfront, no-nonsense products. We look forward to offering them responsible credit options that truly put consumers first and working collaboratively with our UK partners to demonstrate how honest finance is good business.”

Max Levchin, Founder and CEO of Affirm

Eventually, Affirm will expand into other markets that aren’t English-speaking, though the firm’s management acknowledges it would be more challenging.