Aplazame
Aplazame is a Spanish Buy Now Pay Later platform, operating as a brand of WiZink Bank, that provides installment financing (3-36 months and pay-in-4) to consumers at over 1,800 e-commerce and physical retail merchants across Spain.
- Company typePrivate
- Founded2014
- HeadquartersMadrid, Spain
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Aplazame does
Aplazame is a Spanish Buy Now Pay Later (BNPL) platform that operates as a wholly-owned brand of WiZink Bank S.A.U., a private credit institution authorized and registered with the Bank of Spain under number 0229. The platform enables consumers to split purchases — both online and at physical point of sale — into installment payments, with two core products: Pago a Plazos (3 to 36 month installments with merchant-set interest rates, including 0% TAE promotional options) and Pago en 4 (interest-free four-payment plans). Aplazame serves two primary customer sets: e-commerce merchants across Spain seeking to increase conversion and average order value, and consumers making purchases typically between €100 and €2,500 who want flexible financing. The platform is integrated with over 1,800 merchant partners spanning electronics, fashion, home goods, sports, travel, and other verticals, including named brands such as PcComponentes, LG, Cecotec, Deporvillage, Rossellimac, Esdemarca, MaxColchon, Renfe, and Linkia FP.
The underlying technology stack centers on an API/SDK-based integration model that allows merchants to embed BNPL directly into checkout flows, supported by instant real-time credit decisioning and biometric (Face ID and fingerprint) identity verification. Distribution follows a product-led growth motion with self-serve merchant onboarding alongside an inside sales team managing demos and merchant success. Aplazame monetizes through two primary streams: per-transaction merchant commissions (the main revenue source) and consumer interest on extended payment plans. A free accident insurance benefit (Seguro de Accidentes) and a mobile application for managing installments round out the consumer proposition. The company operates exclusively in Spain, is headquartered in Madrid with approximately 50 employees, and reports no external venture capital funding post-2017 as it is consolidated within WiZink Bank's digital financial services division.
Market context supports the platform's positioning: the Spanish BNPL market is projected to grow from $9.63B in 2025 to $26.73B by 2031, and Aplazame cites merchant outcomes of an 85% average ticket increase, a 20% conversion rate lift with pay-in-4, and partner-reported sales growth of 50%. Leadership includes Raquel Garcés Sañudo as CEO, Ana Asuero as CPO and CMO, and Gonzalo Martín Cruz as CTO, supported by heads of Growth, Risk, Operations, Marketing, Development, and Merchant Success. Regulatory trust signals include the WiZink Bank banking license, Confianza Online certification, and a Trustpilot consumer review presence, which together serve as the primary differentiators against non-bank BNPL entrants in the Spanish market.
Aplazame firmographics
Firmographics- Name
- Aplazame
- Legal name
- WiZink Bank S.A.U.
- Website
- https://aplazame.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Aplazame is a Spanish Buy Now Pay Later platform, operating as a brand of WiZink Bank, that provides installment financing (3-36 months and pay-in-4) to consumers at over 1,800 e-commerce and physical retail merchants across Spain.
- Ownership category
- akta.pro rank
Aplazame industry classification
Industry- Product category
- Buy Now Pay Later Services
- NAICS
- Sales Financing (52222), Sales Financing (522220)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Merchant-Integrated BNPL (Online Checkout) (FSAKACAA)
- akta.pro secondary industries
- In-Store / In-Person BNPL (POS) (FSAKACAB), Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG), BNPL for High-Ticket / Longer-Term Installments (FSAKACAN)
Keywords
Where Aplazame is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Aplazame business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Merchant Commission: Aplazame charges merchants a commission fee for each transaction processed through their BNPL solution. This is the primary revenue stream.
- Consumer Interest: Interest charges applied to consumer installment plans (for non-0% TAE financing options). Consumers pay interest on extended payment terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Merchant Commission-based Pricing |
| Transaction based/ take rate | Monthly | Consumer Installment Plans (3-36 months) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Aplazame product offering
Product offeringCore offering
Aplazame is a Buy Now Pay Later (BNPL) financing platform operating in Spain as a brand under WiZink Bank S.A.U. It enables consumers to split online and in-store purchases (€100–€2,500) into 3-36 monthly installments or a pay-in-4 plan, while merchants integrate the financing option at checkout via API/SDK or PSP partnerships. The service spans more than 1,800 partner merchants across electronics, fashion, home goods, sports, travel and other verticals.
Product overview
Aplazame is a BNPL (Buy Now, Pay Later) platform operated by WiZink Bank that offers installment financing products for both online and in-store purchases. The core product portfolio consists of Pago a Plazos (flexible installment payments from 3-36 months), Pago en 4 (interest-free four-payment plan), and a mobile app for managing all financing agreements. Additional offerings include a free accident insurance benefit for customers and an in-store financing solution. The platform connects customers with over 1,800 partner merchants across categories including electronics, fashion, home goods, sports, education, jewelry, travel, and beauty/health.
Differentiator
Problem solved
Functional benefit
Brands
- Aplazame App: Mobile application for managing purchases and payments
- Pago a Plazos
- Pago en 4
Products and services
- Pago a Plazos Core BNPL financing product that allows customers to split purchase payments into monthly installments ranging from 3 to 36 months, with customizable payment dates and interest rates between 0% and a maximum TAE defined by each merchant.
- Pago en 4 Pay-in-four installment product that enables customers to divide purchases into 4 payments without interest or fees, with the first payment made at purchase and subsequent payments collected monthly on the same day.
- App de Aplazame Mobile application that allows users to make purchases, manage financing agreements with flexibility, plan installment payments, track purchase history, modify payment dates and methods, change installment numbers, and make early payments without penalties.
- Financiación en Punto de Venta In-store financing solution that enables customers to pay for purchases in installments at physical retail locations by asking about Aplazame at the point of sale.
Quantifiable outcome
- 85% increase in average ticket value for merchants
- +3 more outcomes
Companies that use Aplazame
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles2 records
Aplazame technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Aplazame partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights6 records
Aplazame competitors and assessment
Company assessmentDirect peers
- SeQura: SeQura is a Barcelona-based BNPL platform serving Spanish and other European e-commerce merchants with installment and pay-in-3/4 products. It is the most directly comparable domestic rival to Aplazame in merchant-integrated checkout BNPL.
- Scalapay: Scalapay is a European BNPL provider (Italy-founded) offering pay-in-3 and installment products to merchants across Southern Europe including Spain. It is a directly comparable European BNPL peer targeting similar e-commerce verticals and ticket sizes.
- Alma: Alma is a French BNPL platform offering pay-in-3 and installment products for European merchants. It is comparable to Aplazame as a European regional BNPL player expanding merchant coverage in mid-ticket e-commerce categories.
Broad incumbents
- Klarna: Klarna is the global BNPL leader operating across Europe with pay-in-4, installment and longer-term financing products. It competes directly with Aplazame at merchants in Spain and across European retail, with substantially larger scale and brand.
- PayPal Pay in 4: PayPal's pay-in-4 offering is embedded across its global merchant network and competes with Aplazame at online checkout, including among Spanish merchants. Brand trust and existing PSP relationships make it a powerful adjacent competitor.
- Oney (BNPL by BPCE/Banque Accord): Oney is the BNPL and consumer credit brand of BPCE group offering installment financing to merchants across Europe. It is comparable to Aplazame as a bank-backed BNPL provider targeting similar mid-ticket retail financing use cases.
Emerging players
- Affirm: Affirm is a US-listed BNPL provider offering pay-in-4 and longer-term installment products. While primarily US-focused, it competes with Aplazame in product design, technology and merchant value proposition for installment-based consumer credit.
- Splitit: Splitit offers installment payments on existing credit cards at checkout. It overlaps with Aplazame's pay-in-4 functionality and serves e-commerce merchants with a card-based alternative to balance-sheet BNPL.
Others
- WiZink Bank: WiZink is Aplazame's parent bank and a Spanish consumer credit specialist issuing credit cards and personal loans. While not a direct product competitor, WiZink shares the same regulated-credit DNA and customer base in Spanish consumer financing.
Regional players
- ZippiPay / Paga+Tarde: Paga+Tarde (formerly ZippiPay) is a Spain-focused BNPL provider targeting e-commerce and physical retail merchants with installment payments. It is a regional peer with overlapping merchant base and similar mid-ticket positioning in the Spanish market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Aplazame social profiles
Digital presenceAplazame financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aplazame leadership team
Management profileNumber of profiles
Profiles10 records
Aplazame funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aplazame M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aplazame
What does Aplazame do?
Aplazame is a Buy Now Pay Later (BNPL) financing platform operating in Spain as a brand under WiZink Bank S.A.U. It enables consumers to split online and in-store purchases (€100–€2,500) into 3-36 monthly installments or a pay-in-4 plan, while merchants integrate the financing option at checkout via API/SDK or PSP partnerships. The service spans more than 1,800 partner merchants across electronics, fashion, home goods, sports, travel and other verticals.
Is Aplazame a public or private company?
Aplazame is a private company. It is classified as corporate owned and is currently operating.
When was Aplazame founded?
Aplazame was founded in 2014. It employs 1 to 10 people.
Where is Aplazame based?
Aplazame is headquartered in Madrid, Spain, in the Europe region.
How does Aplazame make money?
Two revenue lines are on record. Merchant Commission is the primary driver. The others are consumer Interest.
Who are Aplazame's main competitors?
Direct peers on record are SeQura, Scalapay and Alma. Broad incumbents are Klarna, PayPal Pay in 4 and Oney (BNPL by BPCE/Banque Accord). Emerging players are Affirm and Splitit. WiZink Bank is listed as an others. ZippiPay / Paga+Tarde is listed as a regional player.
Does Aplazame have an API?
No public API is recorded for Aplazame.
What industry is Aplazame in?
Aplazame's product category is Buy Now Pay Later Services. Its primary akta.pro industry code is FSAKACAA, Merchant-Integrated BNPL (Online Checkout), with a secondary code of FSAKACAB, In-Store / In-Person BNPL (POS). Its NAICS code is 52222 and its SIC code is 6141.