Walley

What Walley does

Walley is a Nordic payment solutions provider and brand operated by Norion Bank AB (formerly Collector Bank AB), a Swedish bank supervised by Finansinspektionen. Headquartered in Gothenburg, Walley offers a modular checkout platform for e-commerce and physical retailers across Sweden, Norway, and Finland, supporting payment methods including invoice, card, Swish, Vipps, MobilePay, deferred payment, interest-free installments, annuity installments, and a flexible "pay at your own pace" revolving product. The platform is delivered via a hosted Walley Checkout, a Payments API for merchants that want full UI control, and plug-and-play connectors to e-commerce platforms such as WooCommerce, Magento, PrestaShop, OpenCart, Storm Commerce, and JetShop.

The product surface extends beyond core processing into add-on modules for delivery selection (Delivery Module), loyalty (Loyalty Booster), embeddable payment widgets, tokenization for recurring payments, and a consumer-facing Walley app plus MyWalley portal for managing invoices, extensions, and autopay. Merchant-side administration runs through a Merchant Hub and a Developer Portal with public APIs (Payments, Management, Onboarding, Settlements) and webhook infrastructure. Trust and risk functions include BankID-based identity verification, automated credit scoring using UC AB bureau data and SPAR identity records, anomaly detection for fraud, and AML compliance supported by Bits.

Walley earns revenue through two primary streams: percentage-based service fees (serviceavgift) on each merchant transaction settled via Walley Checkout, and consumer-side income from BNPL and revolving credit products in the form of setup fees, monthly invoice fees, promotional fees, interest on outstanding balances, and late-payment penalties. Pricing for merchants is not publicly disclosed and is negotiated per relationship; consumer fees are shown transparently at checkout. The company serves thousands of merchants across enterprise and SMB segments, with named customers spanning retail, pharmacy, electronics, building materials, eyewear, sports, and meal kit verticals.

Name

Walley

Legal name

Norion Bank AB

Website

https://walley.se

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Walley is a Nordic payment platform operated by Norion Bank AB, providing modular checkout, BNPL, and consumer credit solutions to e-commerce and physical merchants across Sweden, Norway, and Finland.

Ownership category

akta.pro rank

Product category

Payment Processing Services

NAICS

Sales Financing (52222), Other Nondepository Credit Intermediation (52229)

SIC

Personal Credit Institutions (6141), Short-Term Business Credit Institutions (6153)

akta.pro primary industry

BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG)

akta.pro secondary industries

B2B / Invoice-Based BNPL (Trade Credit at Checkout) (FSAGAIAC), A2A Bill Pay & eInvoicing (Open Banking Enabled) (FSAMAFAL)

Keywords

• Payment processing services
• Buy now pay later
• E-commerce checkout solutions
• Consumer credit products
• Merchant payment gateway

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Transaction / Service Fees from Merchants: Walley charges merchants a percentage-based service fee (serviceavgift) on the total purchase value for each transaction processed through its checkout. This fee is deducted from the settlement amount and displayed in the settlement report. The fee is VAT-applicable in Sweden.
2. Consumer Credit and BNPL Products: Walley earns interest income and fees from consumers who use its buy-now-pay-later products including 'Betala i din egen takt' (pay at own pace), installment plans, and deferred payment options. Revenue includes setup fees, monthly invoice fees, promotional fees, interest on revolving credit, and late payment penalties.
3. Credit Scoring and Profiling Services: Walley uses automated credit assessment and profiling for consumer credit decisions, generating revenue from approved credit products. The company performs automated decision-making using statistical models for credit approvals, fraud prevention, and AML compliance.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Walley provides a modular, API-driven checkout and payment platform for Nordic merchants, supporting cards, Swish, Vipps, MobilePay, invoice, and a suite of BNPL credit products. It also offers B2B payments for business buyers and invoicing, and operates a consumer-facing app and consumer credit products under the Norion Bank AB banking license across Sweden, Norway, and Finland.

Product overview

Walley is a modular payment platform operated by Norion Bank (formerly Collector Bank) offering a comprehensive suite of payment solutions for Nordic merchants. The platform architecture consists of Walley Checkout as the core product providing unified payment processing, supplemented by add-on modules including Delivery Module, Loyalty Booster, Payment Widget, and Tokenization. Payment methods include invoice (14/30 days), deferred payment (Buy now, pay in 2 months), interest-free installments, annuity-based installments, and flexible Pay at Your Own Pace accounts. The platform provides APIs (Payments API, Management API, Onboarding API, Settlements API, Webhooks) for technical integration, connected to e-commerce platforms (WooCommerce, Magento, PrestaShop, Storm Commerce, Jetshop, OpenCart) through plug-and-play connections. Merchants access the platform via Merchant Hub for administration and Developer Portal for technical integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Walley Checkout A modular, API-driven checkout and payment platform for merchants that supports cards, Swish, Vipps, MobilePay, invoice, and BNPL options, with plug-and-play integrations to leading e-commerce platforms.
• Delivery Module Checkout add-on product for merchants offered as part of the Walley Checkout ecosystem.
• Loyalty Booster Checkout add-on product for merchants within the Walley Checkout ecosystem.
• Payment Widget Checkout component offered as part of the Walley Checkout ecosystem for merchants.
• Pay Link Standalone payment link product enabling merchants to send a payment link to consumers.
• Payments API REST API for integrating Walley payments into merchant systems, supporting tokenization, webhooks, and full payment lifecycle operations.
• Management API API for managing Walley payment operations, transactions, and merchant resources.
• Onboarding API API for onboarding merchants onto the Walley platform programmatically.
• Settlements API API for managing and reconciling settlements between Walley and merchants.
• Pay in 14 or 30 days (Betala inom 14 eller 30 dagar) Consumer credit product offered at checkout allowing shoppers to pay for purchases within 14 or 30 days, with a 39 SEK monthly invoice fee.
• Buy now, pay in 2 months (Köp nu, betala om 2 månader) Consumer credit product that defers payment by two months, with a 95 SEK setup fee, offered to consumers at merchant checkout.
• Interest-free installments (Dela upp – Räntefritt) Interest-free installment BNPL product for consumers, with interest-free monthly payments over a chosen term.
• Annuity installments (Dela upp – Annuitet) Interest-bearing installment credit product for consumers structured as a traditional annuity loan with a fixed term.
• Pay in your own pace (Betala i din egen takt) Flexible revolving consumer credit product where the borrower chooses minimum payment and pays interest on the outstanding balance.
• MyWalley (Consumer App) Consumer-facing application that lets individual borrowers manage invoices, installments, and credit balances held with Walley.
• Merchant Hub Self-serve merchant portal for managing Walley payment operations, transactions, and account settings.
• Walley B2B Payments B2B payment and invoicing product line for merchants and corporate buyers in the Nordics, supporting invoice-based purchasing and corporate credit flows.

Quantifiable outcome

• Next business day settlement to merchants after order activation (in most cases)
• +1 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature10 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Norion Bank AB (formerly Collector Bank AB)coreStrategic or Co-development PartnerWalley is a brand operated by Norion Bank AB, a licensed Swedish bank. Walley operates under the bank's banking license and regulatory framework, providing the payment infrastructure and BNPL products. The bank also operates the Collector and Norion Bank brands for other customer segments.
• SwishcoreTechnology or IntegrationSwish is a core payment method integrated into Walley's checkout, enabling real-time mobile payments between consumers and merchants in Sweden. Walley offers Swish as a standard payment option in its checkout alongside card, invoice, and installment options.
• VippscoreTechnology or IntegrationVipps is integrated into Walley's checkout as a primary mobile payment method for Norwegian consumers, enabling seamless in-app and QR-based payments at merchant checkout.
• MobilePaycoreTechnology or IntegrationMobilePay is a core payment method in Walley's checkout enabling Finnish consumers to pay via their MobilePay app. Combined with Swish (Sweden) and Vipps (Norway), MobilePay completes Walley's Nordic mobile payment coverage.
• AdyencoreTechnology or IntegrationAdyen is referenced as a payment service provider integrating installment capabilities at checkout. Walley collaborates with PSPs like Adyen for payment processing and gateway services in its checkout ecosystem.
• StripecoreTechnology or IntegrationStripe is referenced as a payment service provider embedding installment capabilities at merchant checkout. Walley works with Stripe as a PSP partner within its payment ecosystem.
• UC AB (Upplysningscentralen)coreTechnology or IntegrationWalley uses UC AB for credit checks on consumers applying for credit products. UC provides creditworthiness data, payment records, and debt information that Walley uses in its automated credit assessment models for approving BNPL and installment applications.
• Payment Service Providers (PSP)coreTechnology or IntegrationWalley partners with PCI DSS-certified payment service providers for card transaction processing. Card data is shared with PSP partners during checkout to enable card payments through Walley's solution.
• HubSpotminorGTM or Marketing PartnerHubSpot is used by Walley as a marketing automation and CRM platform for customer communication and marketing campaigns, operating as a third-party cookie and data partner.
• YouTubeminorGTM or Marketing PartnerYouTube is used by Walley for video content distribution and marketing, with YouTube operating as a third-party cookie and data partner for marketing analytics.
• GoogleminorGTM or Marketing PartnerGoogle is used for analytics and marketing purposes, with Google operating as a third-party cookie partner for tracking and targeted advertising on Walley's digital properties.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Klarna: Klarna is the dominant BNPL provider in the Nordics and globally. It competes directly with Walley for merchant placement and consumer mindshare in Sweden, Norway, and Finland, but operates at materially larger scale and broader geographic footprint.
• Adyen: Adyen is a global payment platform that Walley explicitly partners with. Adyen is comparable as a unified payment processor offering card and alternative methods to enterprise merchants, with Walley occasionally layered as an installment option within Adyen's stack.
• Trustly: Trustly is a leading Nordic and European A2A open banking payment provider. It overlaps with Walley in enabling account-based payments in the Nordics, though Trustly focuses on bank-to-bank transfers rather than consumer credit.

Direct peers

• Svea: Svea is a Nordic financial group offering BNPL, invoice, and B2B payment solutions. It is identified alongside Walley and Klarna as a leading BNPL provider in Sweden and Finland, making it one of the closest direct comparables.
• Qliro: Qliro is a Nordic e-commerce payment and BNPL provider offering checkout, invoice, and installment products. It serves similar Nordic merchants and competes with Walley for placement in D2C and online retail.
• Resurs Bank: Resurs Bank is a Nordic consumer and retail finance specialist offering BNPL, cards, and lending. It competes with Walley for retail and e-commerce financing relationships across Sweden, Norway, and Finland.
• Riverty: Riverty (formerly Arvato Financial Solutions, part of Bertelsmann) is a European BNPL and consumer credit provider. It overlaps with Walley in invoice-based and installment BNPL for European merchants, especially in DACH and Benelux.

Emerging players

• Afterpay: Afterpay (owned by Block) is a leading global BNPL player. While it does not currently serve the Nordics, it is comparable in BNPL product structure, merchant-funded economics, and consumer credit model.
• Affirm: Affirm is a US-based BNPL and consumer credit provider offering pay-later and installment products at merchant checkout. Comparable in BNPL product mechanics and credit underwriting approach, though focused on North American markets.
• Northmill Bank: Northmill is a Nordic challenger bank offering consumer credit, cards, and savings. It is comparable to Walley in providing regulated consumer credit and digital payment products in the Nordics, though with a different GTM model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/walley
• Instagraminstagram.com/walleypay
• Facebookfacebook.com/Walley.pay

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Walley