Aplazame

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.

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

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

• Buy now pay later
• Installment payment financing
• Consumer credit services
• E-commerce checkout financing
• Point-of-sale lending

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Merchant Commission: Aplazame charges merchants a commission fee for each transaction processed through their BNPL solution. This is the primary revenue stream.
2. Consumer Interest: Interest charges applied to consumer installment plans (for non-0% TAE financing options). Consumers pay interest on extended payment terms.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers13 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/aplazame
• Facebookfacebook.com/aplazame

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds4 records

Investors4 records

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

M&A

Investments2 records

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

Frequently asked questions about Aplazame