BaadMay
BaadMay is a Pakistan-based, Shariah-compliant Buy Now, Pay Later (BNPL) platform enabling consumers to split purchases into three monthly installments via a mobile app, serving credit-underserved Pakistani adults and SMB retail merchants with both online and in-store payment options.
- Company typePrivate
- Founded2022
- HeadquartersKarachi, Pakistan
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What BaadMay does
BaadMay Tech Pvt. Ltd. operates a mobile-first Buy Now, Pay Later (BNPL) platform in Pakistan, enabling consumers to split purchases into three monthly installments — the first charged immediately and the remaining two auto-debited from a linked Visa or MasterCard. The platform is accessible via native iOS and Android apps and supports both online checkout at partner merchant sites and in-store QR/code-based payments where merchants validate transactions with a merchant PIN. The product stack includes a consumer app, a merchant partnership platform, and a multi-channel customer support operation (phone, email, WhatsApp), with secure payment processing delegated to Checkout.com for PCI DSS-compliant card tokenization and recurring billing.
The company's central differentiator is its 100% Shariah-compliant structure, certified by Alhamd Shariah Advisory Services (registered with SECP under SECP/IFD/SA/046), using Wakalah (agency) and Musawamah (sale) Islamic finance contracts to make the product viable for Muslim consumers who cannot use conventional interest-bearing credit. BaadMay is also whitelisted by Pakistan's Securities & Exchange Commission of Pakistan (SECP) as a regulated financial services provider and offers a Buyer Protection Policy covering non-delivery, misrepresentation, and defective goods. Customer onboarding requires KYC via CNIC and phone verification, with a Rs. 15,000 initial shopping limit that increases progressively with on-time installment behavior.
BaadMay monetizes through transaction fees on BNPL purchases, operating a two-sided marketplace model that connects Pakistani consumers (primarily credit-underserved adults seeking flexible installment options) with SMB retailers across online and offline channels. Merchant acquisition is sales-led via a partnership inquiry form with a 24-hour response commitment, while consumer acquisition is product-led through app store distribution, a YouTube onboarding channel, and word-of-mouth from the partner merchant network. The company is privately held, headquartered in Karachi with a small team (11–50 employees), and operates exclusively within Pakistan with no disclosed funding beyond an early 2024 angel investment from Riyadh Angel Investors.
BaadMay firmographics
Firmographics- Name
- BaadMay
- Legal name
- BaadMay Tech Pvt. Ltd.
- Website
- https://baadmay.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BaadMay is a Pakistan-based, Shariah-compliant Buy Now, Pay Later (BNPL) platform enabling consumers to split purchases into three monthly installments via a mobile app, serving credit-underserved Pakistani adults and SMB retail merchants with both online and in-store payment options.
- Ownership category
- akta.pro rank
BaadMay industry classification
Industry- Product category
- Buy Now, Pay Later (BNPL) Services
- akta.pro primary industry
- Shariah-compliant Financing Products (Murabaha, Ijara, Tawarruq, Istisna, Salam) (FSABAGAH)
- akta.pro secondary industries
- Shariah Governance, Compliance & Advisory (Shariah Boards, Audit, Fatwa) (FSABAGAJ), Islamic Transaction Banking (Cash Management & Treasury Services) (FSABAGAF)
Keywords
Where BaadMay is headquartered
LocationHeadquarters
- HQ city
- Karachi
- HQ country
- Pakistan
- HQ region
- Asia
Offices1 record
Markets served
BaadMay business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- BNPL Transaction Fees: BaadMay generates revenue by facilitating buy-now-pay-later transactions in 3 installments. The company acts as a financial intermediary between customers and merchants, earning fees through the transaction structure. Pricing is transparent with all costs disclosed at checkout - no hidden or undisclosed charges beyond agreed terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Standard BNPL - 3 Installment Plan |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
BaadMay product offering
Product offeringCore offering
BaadMay operates a mobile-first Buy Now, Pay Later (BNPL) platform that lets Pakistani consumers split purchases into three monthly installments at partner brands, both online via web checkout and in-store via QR/code-based payments. The service is structured under Islamic finance principles (Wakalah and Musawamah) and is certified 100% Shariah-compliant by Alhamd Shariah Advisory Services while being whitelisted by the Securities & Exchange Commission of Pakistan (SECP).
Product overview
BaadMay is a Buy Now, Pay Later (BNPL) platform operating in Pakistan that enables customers to pay for purchases in 3 monthly installments. The platform consists of the BaadMay Consumer App (mobile application for shoppers to make installment purchases at partner brands), the BaadMay Merchant Platform (enabling businesses to offer BNPL at checkout), and Customer Support services. The service is 100% Shariah Compliant (certified by Alhamd Shariah Advisory Services) and regulated by Pakistan's SECP. Users receive a shopping limit (up to Rs. 15,000 initially) and can make purchases online through partner brand websites or in-store via QR code payments.
Differentiator
Problem solved
Functional benefit
Products and services
- BaadMay Consumer App A Buy Now, Pay Later mobile application on iOS and Android that enables Pakistani consumers aged 18+ to split purchases into three monthly installments at partner brands. Users complete KYC (CNIC and phone verification), browse partner brands via an in-app browser, complete purchases online via merchant checkout or in-store via QR/code transactions, and manage auto-deducted installment payments with early-repayment flexibility.
- BaadMay Merchant Platform A business-facing BNPL platform that allows Pakistani retailers and e-commerce brands to offer customers the option to pay in three monthly installments at online checkout and in-store point-of-sale. Merchants integrate BaadMay's payment gateway, retain control of fulfillment and returns, and gain access to a Shariah-compliant, SECP-regulated installment payment option for their shoppers.
Quantifiable outcome
- No extra or undisclosed charges beyond agreed terms - fixed sale price with complete transparency at checkout
- +2 more outcomes
Companies that use BaadMay
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
BaadMay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature7 records
BaadMay partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and supporting.
- Alhamd Shariah Advisory Services Private LimitedcoreAlhamd Shariah Advisory Services provides Shariah compliance certification for BaadMay's BNPL operations. The firm is registered with SECP under Islamic Finance Department (SECP/IFD/SA/046) and is one of Pakistan's most respected Shariah advisory firms. Notable clients include UBL Ameen Bank, Pakistan Stock Exchange, Arif Habib Dolmen, Habib Metro Modaraba, ORIX Leasing, TCF, and Lucky Cement. The Shariah Compliance Certificate can be viewed on BaadMay's website.
- Checkout.comcoreCheckout.com serves as BaadMay's payment processing partner for secure card tokenization and storage. The platform stores card details in Checkout.com's system subject to their Terms of Use and Privacy Policy, enabling PCI/DSS compliant transaction processing. Checkout.com processes transactions against customer cards in accordance with security guidelines, encrypting card information to prevent disclosure to unauthorized entities.
- Partner Brands (Pakistani Retailers)coreBaadMay partners with Pakistani brands across various retail categories to offer BNPL payment options. Merchants integrate BaadMay's payment gateway on their websites and mobile apps, enabling customers to select BaadMay at checkout. Merchants handle product fulfillment, delivery, quality, and returns. BaadMay provides the financial facilitation and coordinates dispute resolution between customers and merchants.
- Credit BureaussupportingBaadMay may disclose customer information to credit bureaus for the purpose of assisting in their services, investigating potential breaches, and reporting defaulters. Credit information is used for customer credit scoring and risk management regarding debt-to-income permits and shopping limits.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
BaadMay competitors and assessment
Company assessmentDirect peers
- Akul Pay: Pakistan-based BNPL fintech offering installment payments to consumers at merchant checkout. Operates in the same customer and merchant segments as BaadMay.
- SadaPay: Pakistan-based digital wallet/fintech super-app offering payments, cards, and BNPL-style installment features. Competes with BaadMay for the same unbanked/underbanked Pakistani consumer segment.
- Qist: Pakistan-based BNPL provider for online and in-store purchases, allowing customers to pay in multiple installments. Closest direct competitor to BaadMay in the Pakistani BNPL market with a similar 3-installment model.
Others
- UBL Ameen: Pakistan's largest Islamic banking subsidiary offering Shariah-compliant retail and consumer finance products. Potential partner, distribution channel, or acquirer for BaadMay given the Shariah compliance overlap.
Broad incumbents
- Tamara: Saudi Arabia-headquartered Shariah-compliant BNPL provider offering pay-in-3 and longer-tenor installments. Direct functional analog of BaadMay's model applied to GCC markets; serves as a useful scale benchmark.
- Tabby: Leading Middle East BNPL player offering pay-in-3 and pay-later products. Comparable business model (consumer installment credit at checkout), though operates in MENA rather than Pakistan.
- Affirm: US-listed BNPL provider offering installment credit at checkout. Same underlying business model (interest-free or interest-bearing installment credit intermediated between consumers and merchants).
- Klarna: Global BNPL pioneer offering pay-in-3 and pay-in-4 installments. Same product category as BaadMay at vastly larger scale; useful benchmark for product roadmap and risk model design.
Regional players
- Atome: Singapore-headquartered BNPL provider with operations across Southeast Asia and a presence in Pakistan. Offers pay-in-3 installments at merchant checkout, comparable core product to BaadMay.
Emerging players
- Safepay: Pakistan-based payments gateway serving merchants with checkout APIs. Adjacent competitor that could expand into BNPL, competing for the same merchant integration budget BaadMay targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BaadMay social profiles
Digital presenceBaadMay compliance and trust
Trust signalCompliance3 records
BaadMay financial estimates
Financial estimateRevenue estimate
Valuation estimate
BaadMay leadership team
Management profileNumber of profiles
Profiles3 records
BaadMay funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BaadMay 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 BaadMay
What does BaadMay do?
BaadMay operates a mobile-first Buy Now, Pay Later (BNPL) platform that lets Pakistani consumers split purchases into three monthly installments at partner brands, both online via web checkout and in-store via QR/code-based payments. The service is structured under Islamic finance principles (Wakalah and Musawamah) and is certified 100% Shariah-compliant by Alhamd Shariah Advisory Services while being whitelisted by the Securities & Exchange Commission of Pakistan (SECP).
Is BaadMay a public or private company?
BaadMay is a private company. It is classified as venture growth investor backed and is currently operating.
When was BaadMay founded?
BaadMay was founded in 2022. It employs 11 to 50 people.
Where is BaadMay based?
BaadMay is headquartered in Karachi, Pakistan, in the Asia region.
How does BaadMay make money?
One revenue line is on record: BNPL Transaction Fees.
Who are BaadMay's main competitors?
Direct peers on record are Akul Pay, SadaPay and Qist. UBL Ameen is listed as an others. Broad incumbents are Tamara, Tabby, Affirm and Klarna. Atome is listed as a regional player. Safepay is listed as an emerging player.
Does BaadMay have an API?
No public API is recorded for BaadMay.
What industry is BaadMay in?
BaadMay's product category is Buy Now, Pay Later (BNPL) Services. Its primary akta.pro industry code is FSABAGAH, Shariah-compliant Financing Products (Murabaha, Ijara, Tawarruq, Istisna, Salam), with a secondary code of FSABAGAJ, Shariah Governance, Compliance & Advisory (Shariah Boards, Audit, Fatwa).