Affirm enters UK market, but converting users won’t be easy

The news: Affirm launched its interest-free and interest-bearing buy now, pay later (BNPL) options in the UK, per a press release. Its first partnerships in the country are with flight booking site Alternative Airlines and fintech Fexco. 

Affirm previously only operated in the US and Canada. 

Why this matters: The UK is a large expansion opportunity for Affirm. More than one-quarter (27%) of UK adults—about 14 million people—used BNPL at least once in the last six months of 2022, per data from the UK’s Financial Conduct Authority (FCA).