What Anyday does

Anyday is a Danish fintech operating a buy-now-pay-later (BNPL) checkout platform that allows consumers to split purchases into four interest-free installments, with optional extended plans of up to 24 months carrying one-time fees. The company operates through two Danish entities — Anyday A/S as the platform and Anyday Finance A/S as the regulated consumer lending arm — and serves 200,000+ Danish users across 3,000+ partner stores spanning retail categories including electronics, fashion, home and garden, beauty, kids/baby, furniture, and bicycles. The technology stack centers on a checkout integration (with a native one-minute Shopify app), an iOS consumer app for payment management, automatic credit assessment at checkout determining limits up to 100,000 DKK, and the Anyday Mastercard issued via Transact Payments Malta Limited for broader in-store acceptance.

Anyday monetizes primarily through merchant transaction fees (3.95% on the Basic tier, 3.75% on Premium), supplemented by one-time fees on extended-duration installment plans, late fees per Danish legislation, and a Premium merchant subscription priced at 199 kr/month (or 2,388 kr/year) that bundles reduced fees, weekly payouts, premium placement, and analytics. Distribution is a hybrid product-led and channel-partner motion: merchants self-onboard through Shopify or API integration, while consumer acquisition flows through partner store checkout exposure and a multi-channel content marketing footprint (blog, social, email, Trustpilot 4.8/5 on 500+ reviews). The company holds a consumer lending license from the Danish Financial Supervisory Authority (Finanstilsynet, FT-ID 46032), which is a hard regulatory prerequisite for the credit business in Denmark. Anyday reports a 50% average order-value uplift for partner merchants, with individual case studies reaching 230-530% AOV increases, framing the value proposition primarily around conversion and basket-size expansion for e-commerce retailers. The company is backed by Finnish VC Inventure via a €4M seed round in March 2022 earmarked for Nordic expansion, and maintains offices in Aarhus, Denmark and Chiang Mai, Thailand.

Name

Anyday

Legal name

Anyday A/S

Website

https://anyday.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Anyday is a Danish BNPL fintech that enables consumers to split purchases into interest-free installments at 3,000+ partner stores, serving 200,000+ Danish shoppers via a checkout integration, iOS app, and co-branded Mastercard.

Ownership category

akta.pro rank

Product category

Buy Now Pay Later Services

NAICS

Sales Financing (52222), Credit Card Issuing (52221)

akta.pro primary industry

Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)

akta.pro secondary industries

In-Store / In-Person BNPL (POS) (FSAKACAB), BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG), BNPL for High-Ticket / Longer-Term Installments (FSAKACAN)

Keywords

• Buy now pay later
• Installment payments
• Consumer credit
• Merchant payments
• Fintech lending

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Merchant transaction fees: Charges merchants 3.95% of transaction value for processing BNPL payments. Premium merchants receive reduced rate of 3.75%.
2. Premium subscription: Monthly/annual subscription for merchants offering weekly payouts (vs monthly), premium badge, better placement, analytics, stories feature, and reduced transaction fees. Basic plan at 16 kr/month, Premium at 199 kr/month.
3. Extended payment plan fees: One-time fees charged when customers choose to split payments over 6, 8, 10, 12, 18, or 24 installments instead of the standard 4
4. Late payment fees: Late fees charged according to Danish legislation when customers fail to make payments on time

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Anyday is a Danish buy-now-pay-later (BNPL) fintech that lets shoppers split purchases into 4 interest-free installments at participating online and in-store retailers, with extended plans up to 24 months available for a one-time fee. Consumers access the service through merchant checkout, the Anyday iOS app, or the Anyday Mastercard (issued by Transact Payments Malta Limited). Merchants integrate Anyday via Shopify, API, or manual setup, paying a transaction fee of 3.95% (Basic) or 3.75% (Premium subscription at 199 kr/month), with Premium adding weekly payouts, analytics, premium placement, and stories features.

Product overview

Anyday is a Danish fintech company offering a buy now, pay later (BNPL) platform that allows consumers to split purchases into installments. The core product is the Anyday BNPL service, which integrates at merchant checkout (online and in-store) and offers shoppers 4 interest-free installments with no fees. The platform consists of the Anyday consumer app (for managing payments), the Anyday Mastercard (for broader merchant acceptance), and merchant-facing plans: the free Basic tier (3.95% transaction fee) and a paid Premium tier (3.75% fee, weekly payouts, analytics, and promotional stories). The company also maintains a blog with educational content for both shoppers and merchants.

Differentiator

Problem solved

Functional benefit

Brands

• Anyday Premium: A premium subscription plan for merchants offering lower transaction fees (3.75% vs 3.95%), weekly payouts, premium badge, better placement in shop overview, shop description, Trustpilot widget, stories features, and analytics. Priced at 159 DKK/month.

Products and services

• Anyday BNPL Service Core buy-now-pay-later service allowing shoppers to split purchases into 4 interest-free installments (or extended plans of 6, 8, 10, 12, 18, or 24 months with a one-time fee) at participating online and in-store retailers. Available to Danish consumers with purchases above 300 DKK and credit limits up to 100,000 DKK.
• Anyday Premium (Merchant Plan) Paid merchant subscription tier (199 kr/month or 2,388 kr/year, first month free) that lowers the transaction fee to 3.75% (vs. 3.95% Basic), provides weekly payouts, a premium badge, priority placement in Anyday's shop overview, a shop description, Trustpilot widget, stories feature, and access to a full analytics dashboard.
• Anyday iOS App Consumer-facing iOS application that lets shoppers create an Anyday account, manage installments, view their payment schedule, make payments, and track purchases made at participating merchants.
• Anyday Mastercard Mastercard-branded card issued by Transact Payments Malta Limited (regulated by the Malta Financial Services Authority) that lets consumers spend their Anyday credit limit at any merchant accepting Mastercard, both online and at physical point-of-sale locations.
• Anyday Basic (Merchant Plan) Free merchant tier (16 kr/month or 160 kr/year) offering BNPL checkout integration with a 3.95% transaction fee, charged weekly payouts (29 kr each), limited dashboard, and standard branding/placement in the Anyday shop directory.

Quantifiable outcome

• 50% average increase in order value for partner merchants
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Transact Payments Malta LimitedcoreTechnology or IntegrationLicensed Mastercard issuer that issues the Anyday Mastercard. Regulated by Malta Financial Services Authority as a Financial Institution under the Financial Institution Act 1994.
• CoolshopminorChannel Partner/ Reseller/ DistributorHome & Garden retailer offering Anyday as payment option at checkout
• MatasminorChannel Partner/ Reseller/ DistributorMajor Danish beauty and cosmetics retailer with Anyday integrated at checkout
• BauhausminorChannel Partner/ Reseller/ DistributorDIY retail chain offering Anyday payment option to customers
• Shaping New TomorrowminorChannel Partner/ Reseller/ DistributorFashion brand using Anyday Premium for enhanced visibility and reduced transaction fees
• ShopifycoreTechnology or IntegrationE-commerce platform with native Anyday app integration, allowing merchants to add BNPL in under one minute

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Klarna: Klarna is the dominant BNPL provider in the Nordics and Europe, offering interest-free installments and merchant-integrated checkout. Direct head-to-head competitor to Anyday in Denmark and the broader Nordic region where Anyday plans to expand.
• Qliro: Qliro is a Swedish BNPL and consumer finance provider focused on the Nordic e-commerce market. Competes with Anyday for Nordic merchant integrations and consumer wallet share across the region.
• Resurs Bank: Resurs Bank is a Nordic bank offering BNPL and consumer lending products integrated at merchant checkout. Directly comparable business model and target market to Anyday's BNPL platform in Scandinavia.
• Svea Bank: Svea is a Nordic financial group providing installment payments, invoice financing, and BNPL solutions to merchants. Offers comparable checkout-integrated credit products targeting the same Nordic e-commerce segment as Anyday.
• Viabill: Viabill is a Danish BNPL provider serving Danish e-commerce merchants with installment payment solutions. Directly competes with Anyday in its home Danish market for merchant integrations and consumer adoption.
• Afterpay: Afterpay is a global BNPL platform (now part of Block) offering interest-free installment payments at merchant checkout. Closely comparable product offering and merchant-funded business model, operating across multiple geographies.
• Affirm: Affirm is a US-listed BNPL and consumer lending fintech offering installment payment products at merchant checkout. Comparable product structure with extended-term plans and direct-to-consumer credit underwriting model.
• ClearPay (Part of Klarna): ClearPay is Klarna's UK BNPL brand offering pay-in-4 and longer-term installments. Operates as a regional BNPL under Klarna and represents comparable pay-in-4 BNPL product positioning to Anyday's core offering.

Broad incumbents

• Riverty: Riverty (formerly Arvato Financial Solutions, part of Bertelsmann) is a major European BNPL and consumer credit provider serving merchants across multiple European countries. Represents a broader incumbent competitor with wider geographic reach than Anyday.

Emerging players

• Scalapay: Scalapay is a European BNPL provider focused on pay-in-3 and installment payments across Italy, France, and other European markets. Similar emerging-market BNPL profile with comparable merchant-integrated pay-in-installments model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCjlgJKw9sRExNISlhYvApjQ
• Facebookfacebook.com/Anyday.io
• LinkedInlinkedin.com/company/anydayio
• Instagraminstagram.com/anyday_dk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Anyday