Klarna
- Company typePublic
- Founded2005
- HeadquartersStockholm, Sweden
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
Klarna firmographics
Firmographics- Name
- Klarna
- Legal name
- Klarna Inc.
- Website
- https://klarna.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Klarna industry classification
Industry- Product category
- Digital Banking and Payments
- NAICS
- Sales Financing (52222)
- SIC
- Short-Term Business Credit Institutions (6153)
- akta.pro primary industry
- Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)
- akta.pro secondary industries
- Merchant-Integrated BNPL (Checkout POS Financing) (FSAGAIAA), Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA)
Keywords
Where Klarna is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Klarna business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D
Revenue model
- Merchant Transaction Fees: Primary revenue stream from fees charged to merchants for offering Klarna at checkout. Merchants pay transaction fees to increase conversion rates and customer spending.
- Consumer Interest and Financing: Interest income from longer-term Pay Over Time financing products. APR ranges from 0% to 35.99% based on creditworthiness. Also includes late fees when payments are missed.
- Membership Subscriptions: Four-tier membership program (Core $4.99/mo, Plus $9.99/mo, Premium $19.99/mo, Max $44.99/mo) offering cashback, travel benefits, and fee waivers.
- Late Payment Fees: Clear, limited late fees applied when payments are missed. Maximum late fee capped at $7 or 25% of order value.
- Interest on Consumer Deposits: Interest income from consumer savings accounts and deposits. Klarna manages over $12.3 billion in consumer deposits across 11 European markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Pay in 4 - Interest-free installment payments |
| Transaction based/ take rate | Pay-as-you-go | Pay in 30 days - Deferred payment |
| Transaction based/ take rate | Monthly | Pay Over Time - Extended financing |
| Subscription | Monthly | Core Membership |
| Subscription | Monthly | Plus Membership |
| Subscription | Monthly | Premium Membership |
| Subscription | Monthly | Max Membership |
| Subscription | Monthly | Savings Account |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels5 records
Klarna product offering
Product offeringCore offering
Klarna is a global digital bank and flexible payments provider offering Buy Now Pay Later products (Pay in 4, Pay in 30 days, Pay Over Time financing), a Visa debit/credit card (Klarna Card), FDIC-insured savings accounts, a subscription membership program, and a shopping app with price comparison and cashback rewards. It also provides merchants with checkout integration, marketing solutions, and developer APIs across 26 markets serving 119 million consumers and over 1 million retail merchants.
Product overview
Klarna is a global digital bank and flexible payments company offering an everyday money app that combines flexible payment options (BNPL), a Visa debit/credit card, and banking services. The platform operates across 26 markets with 119 million users and processes 3.4 million transactions daily. The core product portfolio includes: Pay in 4 (4 interest-free installments), Pay Over Time (3-24 month financing), Pay in Full, and Pay in 30 Days as flexible payment options; the Klarna Card (physical and virtual Visa) for use anywhere Visa is accepted; a four-tiered Membership program (Max, Premium, Plus, Core) offering escalating cashback rates (up to 2%), travel benefits, purchase protection, and subscription perks; a Savings Account with 3.28% APY; Cashback Rewards program; Shopping Search with price comparison; and a 24/7 AI Assistant for customer support. For merchants, Klarna provides a Merchant Portal, Developer API (docs.klarna.com), Marketing Solutions including on-site messaging and express checkout, and integrations with major payment processors (Stripe, Adyen, Worldline, Nexi, Mollie, Worldpay, Checkout.com) and digital wallets (Google Pay, Apple Pay). The company also offers Fair Financing for larger purchases and recently launched US banking services including savings accounts.
Differentiator
Problem solved
Functional benefit
Brands
- Klarna Card: A Visa card offering flexible payments, cashback, and rewards, available for use anywhere Visa is accepted, both online and in-store.
- Klarna Balance
- Klarna Savings Account
- Fair Financing
Products and services
- Pay in 4 Interest-free installment payment product that splits purchases into 4 automatic payments collected every two weeks for individual consumers shopping at participating retailers.
- Pay Over Time (Fair Financing) Extended-term installment financing allowing consumers to spread purchases over 3-24 months with APR ranging from 0% to 35.99% based on creditworthiness.
- Pay in Full Immediate full payment option at checkout using stored cards, with buyer protection included.
- Pay in 30 Days Deferred payment option allowing consumers to shop now and pay the full amount up to 30 days later with no interest or late fees when paid on time.
- Klarna Card Physical and virtual Visa card combining debit and credit functionality, accepted anywhere Visa is accepted online and in store, offering cashback and flexible payments.
- Klarna App Mobile application serving as the central hub for Klarna services, providing flexible payments, cashback rewards, spending insights, balance management, delivery tracking, and AI-powered customer support.
- Klarna Membership (Max, Premium, Plus, Core) Four-tier subscription program offering escalating benefits including cashback up to 2%, travel protection, airport lounge access, purchase protection, subscription bundles, and fee waivers at Core ($4.99/mo), Plus ($9.99/mo), Premium ($19.99/mo), and Max ($44.99/mo) tiers.
- Savings Account FDIC-insured high-yield savings account offering 3.28% APY with no minimum deposits or monthly fees, available to US consumers and held at WebBank.
- Merchant Portal Business platform enabling merchants to integrate Klarna payment options, manage transactions, access analytics, and utilize marketing solutions.
- Klarna Developer Portal and API Technical documentation, API access, and SDKs for developers to build integrations with Klarna's payment and marketing solutions.
- Marketing Solutions for Merchants Performance-driven marketing services for merchants, including on-site messaging, express checkout, and Sign-in with Klarna, generating 23 million daily shopper interactions.
- Express Checkout for Merchants Accelerated checkout integration for merchants that reduces cart abandonment and increases conversion by enabling faster customer payment completion.
Quantifiable outcome
- 40% increase in average order value for merchants using Klarna
- +3 more outcomes
Companies that use Klarna
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles3 records
Klarna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability7 records
Feature4 records
Klarna partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, flagship and minor.
- BoltcorePartnership integrating Klarna payment options into Bolt mobility app for car rides, scooters, and car rentals in Sweden, Germany, Finland, and Norway. Tokenized payments with full payment or monthly installment options. Full availability expected by end of June 2026.
- Ulta BeautyflagshipKlarna BNPL integration on Ulta.com and Ulta Beauty app. Shoppers can pay in full, split into four interest-free installments, or select longer-term financing. Ulta previously offered Afterpay since 2019.
- TekioncoreIntegration of Klarna's full payments suite into Tekion Pay automotive retail platform used by thousands of US dealerships. Covers Pay in Full, interest-free Pay in 4, and longer-term financing options for vehicle service payments.
- Arrive (EasyPark)coreIntegration of Klarna's Pay in Full option into EasyPark app for parking payments across 15 European markets including Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland. Initial rollout Q2 2026.
- Lands' EndcoreFlexible payment options on landsend.com including pay in full, interest-free pay in 4, and longer-term financing. Powered by Stripe integration.
- ChatGPT (OpenAI)flagshipAI-powered Shopping Search app within ChatGPT. Klarna's Product Search MCP server connects over 100M products and 400M merchant listings across 13 markets for conversational product discovery and comparison.
- WorldlineflagshipFramework agreement integrating Klarna's full payment suite into Worldline's merchant infrastructure across Europe. Phased rollout starting with Global Collect online platform, expanding to GoPay SMB platform and physical POS terminals. Targets 1 million retailers through Worldline's network.
- GoogleflagshipIntegration of Klarna BNPL into Google Pay within Gemini app and Google Search for US users. Built on Universal Commerce Protocol standard. Extends multiyear partnership that includes Google Store, Google Play, and Google Cloud.
- Public GroupminorStrategic partner and investor in Greece launching Klarna's Pay in 3 service with Public Now Pay Later offering.
- PriceRunnercoreAcquired price comparison service in Nordic region for approximately $124 million. Acquisition completed April 2022, valued at 1.06 billion Swedish crowns. Strengthens Klarna's app with price comparison features and competitive positioning against Amazon, Google, and Facebook.
- StripecorePayment service provider integration enabling Klarna checkout through Stripe's merchant platform. Used for Lands' End and other Stripe-connected merchants.
- AdyencoreGlobal payments platform partner for Klarna integration. Merchants can access Klarna through Adyen's payment infrastructure.
- WorldpaycorePayment processor partner for Klarna integration. Listed alongside Stripe and Nexi as key PSP partners for merchant distribution.
Scale indicators19 records
Recent moves8 records
Expansion highlights8 records
Klarna competitors and assessment
Company assessmentDirect peers
- Affirm: Largest US-focused pure-play BNPL competitor offering Pay in 4, Pay in 30, and longer-term installment financing with similar merchant value proposition. Closely comparable on product set, target merchants, and underwriting model.
- Block (Afterpay): Owns Afterpay, one of Klarna's largest direct BNPL competitors in the US, UK, and Australia, integrated into Cash App and Square seller flows. Direct head-to-head competitor for both merchant checkout and consumer app engagement.
- Sezzle: US/North America-focused BNPL offering Pay in 2 and Pay in 4 with a subscription (Sezzle Premium) and banking extensions. Smaller and more subprime-tilted than Klarna but overlapping product set and merchant targets.
- Zip Co: BNPL competitor with strong ANZ and growing US footprint (Zip and Quadpay), offering Pay in 4 and longer-term installments. Comparable on installment product set, geographic mix, and merchant acquisition model.
- Splitit: BNPL competitor that splits payments on existing credit cards rather than originating new credit, reducing credit risk. Overlaps with Klarna on merchant installment positioning but uses a fundamentally different underwriting approach.
Broad incumbents
- PayPal: Operates Pay in 4 and Pay Monthly through PayPal and Venmo, leveraging a massive existing merchant and consumer base. Competes with Klarna for the same checkout slot while offering far broader payments and wallet functionality.
- Visa: Card network and Klarna investor/partner issuing the Klarna Visa card. Provides the rails on which Klarna's in-store and card-based payments run, and is itself expanding into installment and BNPL via partners, creating both partnership and competitive overlap.
- Mastercard: Card network offering installment and BNPL functionality via Mastercard Installments and partners. Comparable incumbent positioning and competing with Klarna for in-store and online card-based payment flows.
- Apple: Apple Pay is a key distribution channel for Klarna's tap-to-pay installments, but Apple has previously launched (and paused) its own Apple Pay Later offering. A potentially powerful platform incumbent that could directly compete at the wallet layer.
Emerging players
- Revolut: Global digital bank and super-app with consumer payments, cards, savings, and increasingly buy-now-pay-later functionality. Comparable trajectory from payments to deposit-taking digital bank and overlapping European consumer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Klarna social profiles
Digital presenceKlarna compliance and trust
Trust signalCompliance2 records
Klarna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Klarna leadership team
Management profileNumber of profiles
Profiles8 records
Klarna subsidiaries and ownership
Company hierarchySubsidiaries5 records
Klarna funding detail
Funding detailFunding overview
Funding rounds35 records
Investors73 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Klarna M&A and investment
M&A and investmentM&A15 records
Investments8 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Klarna
What does Klarna do?
Klarna is a global digital bank and flexible payments provider offering Buy Now Pay Later products (Pay in 4, Pay in 30 days, Pay Over Time financing), a Visa debit/credit card (Klarna Card), FDIC-insured savings accounts, a subscription membership program, and a shopping app with price comparison and cashback rewards. It also provides merchants with checkout integration, marketing solutions, and developer APIs across 26 markets serving 119 million consumers and over 1 million retail merchants.
Is Klarna a public or private company?
Klarna is a public company. It is classified as public and is currently operating.
When was Klarna founded?
Klarna was founded in 2005. It employs 1,001 to 5,000 people.
Where is Klarna based?
Klarna is headquartered in Stockholm, Sweden, in the Europe region.
How does Klarna make money?
Five revenue lines are on record. Merchant Transaction Fees are the primary driver. The others are consumer Interest and Financing, membership Subscriptions, late Payment Fees and interest on Consumer Deposits.
Who are Klarna's main competitors?
Direct peers on record are Affirm, Block (Afterpay), Sezzle, Zip Co and Splitit. Broad incumbents are PayPal, Visa, Mastercard and Apple. Revolut is listed as an emerging player.
Does Klarna have an API?
Yes. Klarna offers a developer portal and API for merchant integrations. The platform supports integrations through payment service providers including Stripe, Adyen, Worldline, Nexi, Mollie, Worldpay, and Checkout.com. Klarna has also developed a Product Search MCP (Model Context Protocol) server for AI platform integrations, enabling connections to ChatGPT and other AI assistants. The Developers Portal provides documentation for building with Klarna's payment and marketing solutions. Developer documentation is at docs.klarna.com.
What industry is Klarna in?
Klarna's product category is Digital Banking and Payments. Its primary akta.pro industry code is FSAKACAA, Merchant-Integrated BNPL (Online Checkout), with a secondary code of FSAGAIAA, Merchant-Integrated BNPL (Checkout POS Financing). Its NAICS code is 52222 and its SIC code is 6153.