Buy Way Personal Finance

Name

Buy Way Personal Finance

Legal name

BUY WAY PERSONAL FINANCE SA

Website

https://buyway.be

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Credit Card Issuing (52221), Sales Financing (522220)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Private Label / Store Credit Cards (FSAKABAC)

akta.pro secondary industries

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG), Direct-to-Consumer (D2C) Personal Lending Platforms (Unsecured Installment) (FSAKAAAK)

Keywords

• Consumer credit services
• Revolving credit cards
• Installment lending
• Point-of-sale financing
• Electronic money institution

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Credit Interest Income: Buy Way earns interest income on revolving credit facilities (credit cards and lines of credit) and installment loans. Variable debiting interest rates applied to outstanding balances. Primary revenue driver.
2. Transaction and Card Fees: Fees charged for specific transactions including cash withdrawals (6.50 EUR per withdrawal plus 2.50% foreign exchange fee for non-Euro transactions). Monthly card fees on revolving credit facilities.
3. Credit Insurance Products: Buy Way acts as a tied insurance agent (verbonden agent) for Cardif insurance products, offering credit protection insurance including coverage for death, disability, unemployment, and card loss/theft. Earns commissions on insurance premiums.
4. Partner Network Fees: Revenue generated from merchant partners who integrate Buy Way financing solutions into their sales process. Partner network of 550 retail chains in Benelux.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Buy Way Personal Finance is a Belgian licensed consumer credit provider and electronic money institution that issues revolving credit (Buy Way Mastercard), cardless revolving credit (Buy Way Line), fixed-term installment loans, and co-branded partner credit cards to consumers across Benelux. Credit is distributed at point-of-sale through 550 retail partner chains and via the Buy Way Mobile app and website, with optional credit insurance distributed as a tied agent of Cardif.

Product overview

Buy Way Personal Finance is a Belgian financial services company specializing in consumer credit solutions across the Benelux region. The product portfolio consists of three core credit products—Buy Way Mastercard (co-branded and standard credit cards), Buy Way Line (card-less credit facilities), and Installment Loans—supplemented by the Buy Way Mobile management app and Full Cover insurance products underwritten by CARDIF. The company operates through over 550 retail partners, offering point-of-sale financing and digital payment solutions including Apple Pay and Google Pay integration, with customers able to manage all accounts through a unified mobile application.

Differentiator

Problem solved

Functional benefit

Brands

• Mastercard Buy Way: Credit card product offered by Buy Way Personal Finance for financing purchases at partner retailers.
• Buy Way Line
• Buy Way Mobile

Products and services

• Buy Way Mastercard Mastercard-branded revolving credit card (open-end credit facility with card) for purchases in stores and online, with optional Full Cover insurance coverage. Available to consumers who apply at 550 partner retail chains or through the Buy Way Mobile app and website.
• Buy Way Line Open-end revolving credit facility without a physical card, allowing customers flexible access to funds managed entirely through the Buy Way Mobile app. Representative variable debiting rate of 11.50% APR.
• Installment Loan (Lening op afbetaling) Fixed-term consumer installment loan with fixed debiting rate (representative APR 7.49% for €5,000–€20,000 over 12–84 months). Example: €10,000 over 45 months = €254.42 monthly payment (total €11,448.80). Subject to acceptance.
• Buy Way Mobile App Mobile application for managing credit facilities: viewing transactions, consulting available balance, requesting fund transfers, activating contactless payments, adding cards to Apple Pay/Google Pay, requesting credit increases, and managing card loss/theft. Supports biometric authentication via itsme®, 3DS 2.0 Secure Authentication, and virtual card provisioning.
• Full Cover Credit Insurance Optional collective insurance covering death, funeral expenses, permanent disability, total disability, involuntary unemployment, card loss/theft, and 90-day purchase protection. Available as an add-on for Mastercard, Buy Way Line, and installment loan products. Buy Way acts as a tied agent (verbonden agent) for Cardif insurance products.
• Buy Way Co-branded Partner Cards White-label and co-branded Mastercard credit products offered in partnership with major retail chains, including IKEA FAMILY Mastercard, TUI Mastercard, Fnac Vanden Borre Mastercard, and Mastercard La Redoute, with partner-specific features and benefits distributed through partner channels.

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• Cardif (BNP Paribas Cardif)coreStrategic or Co-development PartnerCardif provides credit insurance products underwritten by CARDIF Assurance Vie nv and CARDIF Assurances Risques Divers nv. Buy Way acts as tied insurance agent (verbonden agent) offering Full Cover insurance for Mastercard, Buy Way Line, and installment loan products. Insurance covers death, permanent disability, total disability, involuntary unemployment, card loss/theft, and purchase protection.
• ApplecoreTechnology or IntegrationBuy Way Mastercard and virtual cards support Apple Pay for contactless mobile payments in stores and online, wherever Apple Pay is accepted.
• GooglecoreTechnology or IntegrationBuy Way Mastercard and virtual cards support Google Pay for contactless mobile payments in stores and online, wherever Google Pay is accepted.
• itsme ( Belgian Digital Identity)coreTechnology or Integrationitsme provides secure digital identity verification for customer registration and authentication in the Buy Way Mobile app, enabling quick and secure KYC-compliant onboarding.
• MastercardcoreTechnology or IntegrationBuy Way issues Mastercard-branded credit cards (physical and virtual) enabling worldwide acceptance for payments, cash withdrawals, and online transactions.
• 550 Retail Partner ChainscoreChannel Partner/ Reseller/ DistributorNetwork of 550 retail chains including MediaMarkt, IKEA, Fnac, Vanden Borre, La Redoute, TUI, Conforama, Auchan, and others. Partners offer Buy Way financing solutions at point of sale to their customers.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Cofidis: Cofidis (Crédit Mutuel group) operates consumer credit and credit cards in Belgium and France with very similar product sets (revolving credit, instalment loans, partner retail financing). It is the closest like-for-like Benelux competitor to Buy Way.
• Tinka: Tinka is a Dutch installment-credit issuer listed in Amsterdam that finances retail purchases through webshop and merchant partnerships, overlapping directly with Buy Way's Netherlands instalment business and POS model.
• AlphaCredit: AlphaCredit is a Belgian specialist consumer credit provider offering installment loans and revolving credit, head-to-head competitor for the same Belgian consumer finance customer.
• Riverty: Riverty (formerly Arvato Financial Solutions) provides embedded consumer credit, BNPL, and accounts-receivable services for European merchants, directly comparable to Buy Way's partner retail financing model.

Broad incumbents

• BNP Paribas Personal Finance (Cetelem): BNP Paribas Personal Finance runs consumer lending across Belgium and Europe including partner-store cards and instalment loans. It is a much larger bank-affiliated operator competing for the same retail cobranded card wallet.
• Santander Consumer Bank: Santander's consumer finance arm offers revolving cards and retail point-of-sale financing across Benelux under multiple brands, competing with Buy Way on partner relationships and consumer credit products at much larger scale.
• Crédit Agricole Consumer Finance: Crédit Agricole Consumer Finance (Floa, CA Auto Bank) operates revolving credit, partner-store financing, and consumer lending across Western Europe, including Belgium, competing with Buy Way in the same niche.

Emerging players

• Klarna: Klarna is a global BNPL provider pushing into Belgian retail with pay-later and instalment products at partner merchants, increasingly competing for the same point-of-sale credit moment as Buy Way.
• Alma: Alma is a French/European BNPL provider offering instalment payments to merchants, a partial-overlap emerging competitor in the Benelux POS financing space where Buy Way is established.
• Younited Credit: Younited is a European licensed consumer lending platform offering personal loans and BNPL to consumers, comparable on consumer credit underwriting and digital origination but still scaling versus an established player like Buy Way.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BuyWayPF
• YouTubeyoutube.com/channel/UCRmP0c2wQo-0mZ6PkLeitdw
• Facebookfacebook.com/BuyWayPF
• LinkedInlinkedin.com/company/buy-way-personal-finance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Buy Way Personal Finance