ViaBill
ViaBill is a Danish BNPL fintech founded in 2014 that offers interest-free installment payments to consumers and checkout integration to SMB e-commerce merchants across Denmark, Spain, and the USA, serving 5,500+ merchants with a multi-product suite spanning 4-installment plans, Mastercard credit, and QR-based in-store payments.
- Company typePrivate
- Founded2014
- HeadquartersAarhus, Denmark
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What ViaBill does
ViaBill is a Danish Buy Now Pay Later (BNPL) fintech founded in 2014 that provides interest-free installment payment solutions to consumers and merchant payment processing tools to online and physical retailers. The company operates primarily in Denmark, Spain, and the USA, with legal headquarters in Copenhagen and offices in Aarhus, Madrid, and New York, plus a fully remote engineering organization of 24+ nationalities. ViaBill serves over 5,500 merchants in Denmark alone, with additional footprints in Spain (460+ online stores as of early 2021) and the US. The product suite spans ViaBill Free (4 interest-free monthly installments at 0%), ViaBill Plus (extended credit up to 50,000 DKK with flexible 4–24 month terms and Mastercard), ViaBill Mastercard (virtual and physical card accepted anywhere Mastercard is taken), ViaBill In-Store (QR-code based physical retail payments requiring no POS integration), and ViaBill Betal om 30 dage (try-before-you-buy, pay-in-30-days). The company reports a 95% consumer approval rate versus a ~60% industry average, claims 18–22% conversion lifts and 18.5–33% average order value increases for merchants, and counts Hungry.dk, Coolshop, Stay Humble Or Not, and Pompeii among named customers.
ViaBill's platform is built on a cloud-native AWS infrastructure using Kubernetes orchestration, Java/Spring backend services, Angular frontend applications, CI/CD pipelines, Terraform-based infrastructure-as-code, and Grafana/Prometheus monitoring. Merchant distribution occurs primarily through self-serve native plugins for 18+ e-commerce and CMS platforms (Shopify, WooCommerce, Magento, PrestaShop, OpenCart, Drupal Commerce, DanDomain, Odoo, Optimizely, Sitecore, Umbraco, Ecwid, VirtueMart, Ucommerce, Oscommerce, Zencart, Übercart), supplemented by a direct API for enterprise merchants and a sales team for mid-market accounts. The company monetizes through three streams: merchant transaction fees of 2.95% plus 0.35 EUR per operation, a 29 DKK monthly Mastercard fee, and a 2% monthly account fee on used credit for ViaBill Plus subscribers.
ViaBill has raised approximately $177M across disclosed funding events, including a $10M Series B in February 2019 co-led by BlackFin Capital Partners and Headline, and a $120M equity and debt round in February 2022 led by Fasanara Capital to fund expansion into physical retail globally. The company is privately held under the legal entity ViaBill A/S (Danish public limited company, CVR 33 24 55 64), with a wholly-owned technology subsidiary (Viabill Tech) and a CEO and co-founder Jan Lytje-Hansen at the helm.
ViaBill firmographics
Firmographics- Name
- ViaBill
- Legal name
- ViaBill A/S
- Website
- https://viabill.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ViaBill is a Danish BNPL fintech founded in 2014 that offers interest-free installment payments to consumers and checkout integration to SMB e-commerce merchants across Denmark, Spain, and the USA, serving 5,500+ merchants with a multi-product suite spanning 4-installment plans, Mastercard credit, and QR-based in-store payments.
- Ownership category
- akta.pro rank
ViaBill industry classification
Industry- Product category
- Buy Now Pay Later
- NAICS
- Sales Financing (52222), Credit Card Issuing (522210)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)
- akta.pro secondary industries
- Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG), BNPL for High-Ticket / Longer-Term Installments (FSAKACAN), Buy Now, Pay Later (BNPL) (CRAFALAD)
Keywords
Where ViaBill is headquartered
LocationHeadquarters
- HQ city
- Aarhus
- HQ country
- Denmark
- HQ region
- Europe
Offices5 records
Markets served
ViaBill business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Merchant Transaction Fees: ViaBill charges merchants a transaction fee of 2.95% per transaction plus 0.35 EUR per operation. The merchant receives full payment upfront while ViaBill assumes credit risk and collects installments from consumers.
- ViaBill Mastercard Monthly Fee: ViaBill Mastercard costs 29 DKK per month for cardholders. This is a recurring monthly revenue stream from consumers who upgrade to ViaBill Plus.
- ViaBill Plus Account Fee: ViaBill Plus charges a monthly account fee of 2% on the used/spent amount. This applies when consumers carry balances on extended payment plans beyond the standard 4 installments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | ViaBill Free - 4 interest-free installments for consumers |
| Subscription | Monthly | ViaBill Plus - Extended credit up to 50,000 DKK |
| Subscription | Monthly | ViaBill Mastercard - Virtual and physical card |
| Transaction based/ take rate | Pay-as-you-go | Merchant Pricing - Transaction-based fee |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels6 records
ViaBill product offering
Product offeringCore offering
ViaBill is a Buy Now Pay Later (BNPL) payment platform that enables consumers to split purchases into 4 interest-free monthly installments at participating online and physical stores. The platform serves both consumers with flexible credit options (including a Mastercard for universal acceptance) and merchants with turnkey payment integration, zero credit risk, and instant merchant payouts within 14 days.
Product overview
ViaBill is a Danish Buy Now Pay Later (BNPL) fintech company offering a multi-product payment platform. The core product line consists of ViaBill (free BNPL with 4 interest-free installments) and ViaBill Plus (premium tier with up to 24-month payments and ViaBill Mastercard). Additional products include ViaBill In-store for physical retail QR code payments, ViaBill Betal om 30 dage for Try Before You Buy scenarios, ViaAds for merchant marketing, and MyViaBill for merchant dashboard access. The platform operates primarily in Denmark, Spain, and the USA, serving both consumers and e-commerce merchants with flexible payment solutions.
Differentiator
Problem solved
Functional benefit
Brands
- ViaBill Free: Interest-free 4-month installment plan for purchases up to 50,000 DKK in selected online shops.
- ViaBill Plus
- ViaBill Mastercard
- ViaBill In-store
Products and services
- ViaBill Free Free BNPL tier allowing users to split payments into 4 interest-free installments and shop for up to 50,000 DKK at participating stores without interest or fees when paid on time. Targeted at consumers seeking flexible payment options for online and in-store purchases.
- ViaBill Plus Premium BNPL product with credit limits up to 50,000 DKK, flexible payment terms of 4-24 months, and includes access to the ViaBill Mastercard. Charges a monthly account fee of 2% on the used amount. Targeted at consumers requiring higher credit limits and longer payment terms.
- ViaBill Mastercard Virtual and physical Mastercard card included with ViaBill Plus accounts, enabling users to pay anywhere Mastercard is accepted online or in physical stores. Virtual card available in mobile wallets; physical card available for a one-time 99 DKK fee. Monthly subscription cost of 29 DKK.
- ViaBill In-store QR code-based solution enabling physical retail stores to offer BNPL at checkout without POS integration. Customers scan a QR code, create a virtual card, and pay via mobile wallet. Merchants receive immediate payment while ViaBill assumes credit risk.
- ViaBill Betal om 30 dage Try Before You Buy option allowing customers to receive products and pay after 30 days with no interest or fees. Designed to enable higher conversion rates and reduced return rates for merchants.
- ViaAds Marketing and advertising product offered by ViaBill enabling merchants to promote their products and reach more customers through ViaBill's platform.
Quantifiable outcome
- Increases merchant conversion rates by 18-22%
- +4 more outcomes
Companies that use ViaBill
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
ViaBill technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Feature5 records
ViaBill partnerships and signals
Strategic signalScale indicators9 records
Recent moves7 records
Expansion highlights6 records
ViaBill competitors and assessment
Company assessmentDirect peers
- Klarna: Swedish-founded BNPL giant operating globally with Pay in 4, Pay Later, and account-based credit products. Direct competitor in European BNPL with overlapping merchant categories and a similar 4-installment core offering; Klarna is far larger but targets the same SMB-to-mid-market online retail segment ViaBill serves in Denmark and Spain.
- Scalapay: Italy-based BNPL offering Pay in 3 interest-free installments at online and physical merchants across Southern Europe. Direct competitor in ViaBill's Spanish market with comparable SMB merchant model and 3-installment/4-installment core proposition; highly comparable in scale and go-to-market approach.
- Clearpay (Block): Pay-in-4 BNPL originally Australian (Afterpay brand), rebranded as Clearpay in the UK and EU markets. Operates with a similar merchant-integrated checkout model and Pay-in-4 structure; directly competes with ViaBill's free installment product in European e-commerce.
- Affirm: US-listed BNPL offering Pay-in-4 plus longer-term installment loans, including a debit card and Apple Pay integration. Comparable to ViaBill's Plus product (4–24 month terms) and ViaBill Mastercard; directly comparable in the USA market where ViaBill is expanding.
- Sezzle: US/Canadian BNPL with Pay-in-4 plus longer-term installments and a Sezzle Anywhere virtual card. Comparable business model and SMB e-commerce focus; like ViaBill, a smaller BNPL competitor pursuing card-based distribution as a growth vector.
- Zilch: UK-based BNPL offering Pay Anywhere card-based installments and Pay-in-3/Pay-in-4 at online checkout. Closely comparable to ViaBill Mastercard (card-based BNPL accepted anywhere) combined with ViaBill Free (checkout installments).
Emerging players
- Splitit: Card-network-based installment platform that runs pay-over-time on existing credit cards without new loans. Comparable to ViaBill Mastercard in concept (card-rail BNPL), though Splitit sits atop existing card debt rather than extending new credit like ViaBill does.
Regional players
- Tabby: MENA-focused BNPL with Pay-in-4 installments at online and offline merchants. Comparable business model to ViaBill Free, but operates in a different geography (Middle East vs. ViaBill's Europe/USA footprint), making it a regional rather than direct competitor.
Broad incumbents
- PayPal Pay Later: PayPal's built-in Pay-in-4 and Pay Monthly BNPL products sit alongside its payments wallet. While not a BNPL pure-play, PayPal competes directly at checkout with ViaBill's e-commerce integrations and offers broad merchant acceptance that can crowd out specialized BNPL players.
- Apple Pay Later: Apple's native Pay-in-4 BNPL integrated into Apple Pay, directly competing with ViaBill's Apple Pay integration in Denmark. As a wallet-level incumbent, Apple represents both a competitive threat and a distribution channel for ViaBill's installment plans.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
ViaBill social profiles
Digital presenceViaBill financial estimates
Financial estimateRevenue estimate
Valuation estimate
ViaBill leadership team
Management profileNumber of profiles
Profiles9 records
ViaBill subsidiaries and ownership
Company hierarchySubsidiaries1 record
ViaBill funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ViaBill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ViaBill
What does ViaBill do?
ViaBill is a Buy Now Pay Later (BNPL) payment platform that enables consumers to split purchases into 4 interest-free monthly installments at participating online and physical stores. The platform serves both consumers with flexible credit options (including a Mastercard for universal acceptance) and merchants with turnkey payment integration, zero credit risk, and instant merchant payouts within 14 days.
Is ViaBill a public or private company?
ViaBill is a private company. It is classified as venture growth investor backed and is currently operating.
When was ViaBill founded?
ViaBill was founded in 2014. It employs 51 to 100 people.
Where is ViaBill based?
ViaBill is headquartered in Aarhus, Denmark, in the Europe region.
How does ViaBill make money?
Three revenue lines are on record. Merchant Transaction Fees are the primary driver. The others are viaBill Mastercard Monthly Fee and viaBill Plus Account Fee.
Who are ViaBill's main competitors?
Direct peers on record are Klarna, Scalapay, Clearpay (Block), Affirm, Sezzle and Zilch. Splitit is listed as an emerging player. Tabby is listed as a regional player. Broad incumbents are PayPal Pay Later and Apple Pay Later.
Does ViaBill have an API?
Yes. ViaBill offers a direct integration via API for merchants who want full control and a customized experience. The API is available for merchants to integrate ViaBill payment solutions directly into their platforms. Documentation is available at viabill.stoplight.io/docs/merchant-api. Developer documentation is at viabill.stoplight.io/docs/merchant-api.
What industry is ViaBill in?
ViaBill's product category is Buy Now Pay Later. Its primary akta.pro industry code is FSAKACAA, Merchant-Integrated BNPL (Online Checkout), with a secondary code of BPAMAFAG, Buy Now, Pay Later (BNPL) Platforms. Its NAICS code is 52222 and its SIC code is 6141.