US Buy Now, Pay Later Feature Demand Report 2022

How Consumers Rank 49 Features That Can Help Providers Weather the Storm

Executive Summary

Buy now, pay later (BNPL) providers are in the eye of a perfect storm as investor and regulatory scrutiny, increasing competition, and the prospect of recession threaten their business model. To grow purchase value, merchant relationships, and margins, they’ll need to deliver what customers want—this inaugural study reveals what BNPL features consumers demand most.


  1. What BNPL features do US customers value most?
  2. What features can move the needle on retaining and attracting customers?
  3. What features can benefit both BNPL providers and the retailers they serve?

WHAT’S IN THIS REPORT? An analysis of the most in-demand BNPL features a provider can offer to attract customers. The findings pinpoint product development priorities for BNPL providers and partnership priorities for merchants.

KEY STAT: Helping customers avoid fees and feel rewarded for making purchases should be BNPL providers’ top priorities, as these themes dominate the five most in-demand features among consumers.

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Table of Contents

  1. Executive Summary
  2. Key Findings
  3. Action Points
  4. BNPL Fintechs Are Struggling—the Right Feature Mix Can Help
  5. Customers’ Most Valued BNPL Features in 2022
  6. No. 1: Fee Avoidance
  7. No. 2: Rewards
  1. No. 3: Account Management
  2. No. 4: Payments
  3. No. 5: Financial Wellness
  4. No. 6: Security and Privacy
  5. No. 7: Shopping
  6. Methodology
  7. Glossary
  1. Survey Demographics
  2. Appendix
  3. Read Next
  4. Sources
  5. Media Gallery

Charts in This Report

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David Morris


Grace Broadbent
Tyler Brown
Senior Analyst
Daniel Decea
Researcher, Financial Services
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Jaime Toplin
Senior Analyst
Daniel Van Dyke
VP, Content

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