NewPay

What NewPay does

NewPay is a Bulgarian Buy Now Pay Later (BNPL) platform operated by "Ню Пей" ЕАД (EIK 206470432) as a credit intermediary for licensed non-bank lender "Вива Кредит" АД, with both entities operating under Bulgarian National Bank oversight. The company offers three consumer credit products — a 30-day interest-free deferred payment (up to BGN 400 / EUR 204.52), a 4-installment interest-free product with a 20% down payment (up to BGN 1,000 / EUR 511.29), and a 6-installment product carrying 1.99% monthly interest (up to BGN 1,999.99 / EUR 1,022.58) — disbursed through a single digital onboarding process using selfie and ID verification, optional Viber video identification, and SMS two-factor authentication.

The underlying technology stack combines an ML-based credit scoring engine trained on Bulgarian consumer and credit bureau data, automated decisioning with behavioral profiling for fraud detection, an SSL-protected vPos payment terminal for repayments, and API/plugin integrations that embed the NewPay checkout button directly into partner e-commerce sites. Distribution is concentrated in Bulgaria through 40+ online merchant partners and two distribution-scale platform integrations (GombaShop and MerchantPro), spanning verticals such as fashion, sporting goods, electronics, pharma, supplements, home/furniture, auto accessories, toys, books, coffee, and pet supplies. Repayments are accepted via card in-app, ePay online, and EasyPay physical kiosks nationwide.

NewPay's revenue model blends merchant transaction fees (take rate) on every BNPL transaction with consumer interest on the 6-installment product, plus fixed late-payment fees; consumers pay nothing when on time. The business is privately held within Management Financial Group (Мениджмънт Файненшъл Груп АД), led by Executive Director Nedelcho Spasov, and is headquartered in Sofia, Bulgaria, with no disclosed external funding rounds and revenue figures not publicly disclosed.

Name

NewPay

Legal name

"Ню Пей" ЕАД

Website

https://newpay.bg

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

NewPay is a Bulgarian BNPL platform that lets consumers defer or split online purchases into installments, operating under BNB oversight as a credit intermediary for licensed lender Вива Кредит АД and serving 40+ Bulgarian e-commerce merchants.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Sales Financing (522220), Credit Intermediation and Related Activities (522)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Buy Now, Pay Later (BNPL) Platforms (BPAMAFAG)

akta.pro secondary industries

BNPL for High-Ticket / Longer-Term Installments (FSAKACAN), Recurring Billing & AutoPay Management (FSAMAJAE)

Keywords

• Buy now pay later
• BNPL platform
• Consumer credit
• Installment payments
• Online checkout financing

Headquarters

HQ city

Sofia

HQ country

Bulgaria

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, Others

Revenue model

1. Merchant Transaction Fees: NewPay charges merchants a transaction fee (take rate) for each purchase completed through its BNPL checkout. Merchants receive full payment upfront from NewPay regardless of whether the consumer pays back, effectively transferring credit risk to NewPay.
2. Consumer Interest on 6-Installment Product: Revenue is generated from 1.99% monthly interest charged on the 6-installment product, which amounts to approximately 11.94% total cost of credit over the 6-month period. The 4-installment product is interest-free for consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

NewPay is a Bulgarian Buy Now, Pay Later (BNPL) platform that provides consumers with instant digital credit approval for online purchases at partner merchants. Customers can defer payment up to 30 days interest-free, pay in 4 monthly installments, or pay in 6 installments with 1.99% monthly interest. The platform operates as a credit intermediary for "Вива Кредит" АД and pays merchants upfront, transferring credit risk away from retailers.

Product overview

NewPay is a BNPL (Buy Now Pay Later) financial platform operated by 'Ню Пей' EAD as a credit intermediary for 'Вива Кредит' AD. The platform consists of three core products: NewPay | Отложено до 30 дни (Pay Later with 30-day deferred payment with no fees), NewPay | На 4 вноски (4 installments with 20% down and 3 monthly payments at no extra cost), and NewPay | На 6 вноски (6 installments with 1.99% monthly interest). Customers receive a pre-approved virtual credit limit in a personal account to use across partner online merchants.

Differentiator

Problem solved

Functional benefit

Brands

• NewPay | Отложено (Pay Later): Deferred payment product allowing customers to pay for purchases up to 204.52 EUR within 30 days without any additional charges.
• NewPay | На 4 вноски (4 Installments)
• NewPay | На 6 вноски (6 Installments)

Products and services

• NewPay | Отложено до 30 дни (Pay Later) A Buy Now, Pay Later service allowing Bulgarian consumers to make online purchases at partner merchants up to 204.52 EUR (400.01 BGN) and defer payment for 30 days with no interest or fees. After 30 days, a collection fee applies and after 90 days, the account is handed to debt collection.
• NewPay | На 4 вноски (4 Installments) An installment payment service allowing customers to split online purchases into 4 monthly payments up to 511.29 EUR (1000 BGN). Customer pays 20% upfront at checkout with the remaining 75% split into 3 equal monthly installments, no interest or fees for the consumer. After two missed installments, the account is handed to debt collection.
• NewPay | На 6 вноски (6 Installments) An installment payment service allowing customers to split online purchases into 6 equal monthly payments up to 1022.58 EUR (1999.99 BGN) with 1.99% monthly interest (approximately 11.94% total for the 6-month period). No down payment required. Monthly installments due 1st–5th of each month, with a collection fee of 5.11 EUR (9.99 BGN) per missed payment.
• NewPay Merchant Checkout Integration A merchant integration service allowing Bulgarian online retailers to embed the NewPay BNPL button at their checkout via API/plugin. Merchants receive full payment upfront from NewPay regardless of consumer repayment, eliminating credit risk and increasing average order value (up to 55% per case studies) and reducing cart abandonment.

Quantifiable outcome

• Merchants report up to 55% increase in average order value when offering NewPay BNPL (per case study with Dress4less, citing global BNPL industry benchmarks from Klarna)
• +2 more outcomes

Named customers36 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature5 records

Partnerships

36 partnerships are on record, tiered core, major and minor.

• GombaShopcoreTechnology or IntegrationGombaShop is a leading Bulgarian e-commerce platform and the first platform to integrate NewPay BNPL. Through this integration, all merchants built on GombaShop can easily add NewPay as a payment method. GombaShop merchants received NewPay access free of charge for the first 3 months.
• MerchantProcoreTechnology or IntegrationMerchantPro is a Bulgarian e-commerce platform with 15+ years of experience integrating NewPay BNPL at checkout for its merchant customers. This was the second platform partnership after GombaShop.
• Dress4lesscoreChannel Partner/ Reseller/ DistributorDress4less (dress4less.bg) is one of the first Bulgarian online fashion retailers to integrate NewPay BNPL checkout. Offers NewPay I Deferred (15-day interest-free) and NewPay I Installments (3 or 6 months). Dress4less runs exclusive promotional campaigns with NewPay (e.g., 20 BGN voucher for new registrations).
• Decathlon BulgariamajorChannel Partner/ Reseller/ DistributorDecathlon Bulgaria, the local arm of the global sporting goods retailer, integrated NewPay as a BNPL payment option in its Bulgarian online store, expanding NewPay's reach to sports and outdoor enthusiasts.
• Store.bgmajorChannel Partner/ Reseller/ DistributorStore.bg is a long-standing Bulgarian online bookstore and media retailer, partnered with NewPay offering promotional discounts (e.g., 10% off for NewPay users, 15% off during promotional periods).
• RevitaminorChannel Partner/ Reseller/ DistributorRevita (revita.bg) is a Bulgarian health supplement online retailer partnered with NewPay, offering promotional campaigns including 10% discount for NewPay users.
• Happy PawsminorChannel Partner/ Reseller/ DistributorHappy Paws (happypaws.bg) is a Bulgarian online pet supplies retailer, partner in multiple NewPay promotional campaigns including Black Friday promotions.
• PetMallminorChannel Partner/ Reseller/ DistributorPetMall is a popular Bulgarian online pet supplies retailer, partnered with NewPay offering promotional discounts (e.g., 20% discount for NewPay users).
• MousetoysminorChannel Partner/ Reseller/ DistributorMousetoys (mousetoys.eu) is a Bulgarian online toy retailer, partner in NewPay Black Friday 2025 promotional campaigns.
• MebeloneminorChannel Partner/ Reseller/ DistributorMebelone (Mebelone.bg) is a Bulgarian online furniture retailer, partnered with NewPay to offer BNPL payments for home furnishings.
• MebeliramminorChannel Partner/ Reseller/ DistributorMebeliram is a Bulgarian online furniture store created by professionals with years of experience, offering NewPay as a payment option.
• Жизнен магазин за здраве и благоденствиеminorChannel Partner/ Reseller/ DistributorBulgarian online health and wellness retailer following a philosophy of addressing root causes of health issues, partnered with NewPay BNPL.
• 11kWhminorChannel Partner/ Reseller/ Distributor11kWh.com is a Bulgarian online retailer for energy-related products, newly partnered with NewPay.
• Kärcher Center Клийн ТехminorChannel Partner/ Reseller/ DistributorKärcher Center Клийн Тех is a Bulgarian authorized Kärcher cleaning equipment retailer and online store, integrated with NewPay for BNPL payments.
• Pansanus (online pharmacy)minorChannel Partner/ Reseller/ DistributorPansanus is a specialized Bulgarian online pharmacy focused on quality and safety, integrated with NewPay BNPL checkout.
• Вис ВиталисminorChannel Partner/ Reseller/ DistributorBulgarian online retailer for longevity supplements and health products, partnered with NewPay BNPL.
• Piggy's ToysminorChannel Partner/ Reseller/ DistributorPiggy's Toys is a Bulgarian online toy retailer, newly partnered with NewPay BNPL.
• Antiko.bgminorChannel Partner/ Reseller/ DistributorAntiko.bg is a Bulgarian online store offering exclusively Bulgarian-made gifts and crafts sourced from artisans across Bulgaria, integrated with NewPay.
• Lovetowear.euminorChannel Partner/ Reseller/ DistributorLovetowear.eu is a Bulgarian sportswear brand producing garments in Bulgaria from high-quality Italian fabrics, offering NewPay BNPL at checkout.
• Timeup.bgminorChannel Partner/ Reseller/ DistributorTimeup.bg is a Bulgarian online retailer for 100% original branded watches (men's, women's, and children's), partnered with NewPay.
• BulsmartminorChannel Partner/ Reseller/ DistributorBulsmart is part of BulElektrik Group and represents global smart home brands (Legrand, bTicino, Netatmo) in Bulgaria. Offers NewPay as a BNPL option for smart home and electrical installation products.
• SwedishNutraminorChannel Partner/ Reseller/ DistributorSwedishNutra is a Swedish supplement company operating in Bulgaria, specializing in liquid collagen and hyaluronic acid. Integrated with NewPay BNPL for Bulgarian consumers.
• NutraBestminorChannel Partner/ Reseller/ DistributorNutraBest is a Bulgarian online vitamin and supplement retailer with exclusive distribution rights for branded health products, partnered with NewPay.
• KafeManiaminorChannel Partner/ Reseller/ DistributorKafeMania is a Bulgarian boutique and online store for coffee, tea, coffee machines, and accessories (Nespresso products), offering NewPay as a BNPL payment option.
• Auto-KartminorChannel Partner/ Reseller/ DistributorAuto-Kart is a Bulgarian karting and motorsport equipment retailer and training provider, offering NewPay BNPL payments for karting gear and experiences.
• Varrio SportminorChannel Partner/ Reseller/ DistributorVarrio Sport is a Bulgarian outdoor and sporting equipment retailer, partnered with NewPay to offer BNPL payments for sports gear and outdoor equipment.
• Gumi7minorChannel Partner/ Reseller/ DistributorGumi7 (gumi7.com) is one of the most popular Bulgarian online tire and wheel retailers, partnered with NewPay BNPL for automotive purchases.
• Aksesoari.infominorChannel Partner/ Reseller/ DistributorAksesoari.info is a Bulgarian online store for mobile phone accessories, gaming consoles, speakers, electric scooters, and fitness accessories, integrated with NewPay.
• Smart8NaturaminorChannel Partner/ Reseller/ DistributorSmart8Natura is a Bulgarian distributor of organic foods, bio products, and natural cosmetics, partnered with NewPay offering BNPL for natural product purchases.
• Bodlivko.bgminorChannel Partner/ Reseller/ DistributorBodlivko.bg is a Bulgarian online store for household accessories (embroidered tablecloths, pillowcases, etc.), partnered with NewPay for holiday shopping promotions.
• Kala.bgminorChannel Partner/ Reseller/ DistributorKala.bg is a Bulgarian online cosmetics retailer offering authentic beauty products, partnered with NewPay BNPL.
• BodyCareminorChannel Partner/ Reseller/ DistributorBodyCare (bodycare.bg) has been in the Bulgarian market since 2009 offering personal care and beauty products, integrated with NewPay BNPL.
• Mоята КозметикаminorChannel Partner/ Reseller/ DistributorMоята Козметика is a Bulgarian online cosmetics retailer, partner in NewPay Black Friday 2025 promotional campaigns.
• EasyPayminorChannel Partner/ Reseller/ DistributorEasyPay is a Bulgarian payment service provider with physical kiosk network across Bulgaria. NewPay consumers can make payments toward their NewPay balance at EasyPay physical kiosks.
• ePayminorChannel Partner/ Reseller/ DistributorePay is a Bulgarian online payment platform. NewPay consumers can make repayments toward their NewPay balance via the ePay platform.
• Вива Кредит АД (Viva Credit AD)coreStrategic or Co-development PartnerВива Кредит АД (EIK 207343548) is the licensed non-bank financial institution (creditor) that provides the actual cash loans underlying the NewPay product. Ню Пей EАД acts as the credit intermediary (кредитен посредник) on behalf of Вива Кредит АД. The two companies are joint administrators of personal data for the NewPay product. Вива Кредит АД holds a license from the Bulgarian National Bank (удостоверение БНБ).

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Affirm: US-listed BNPL provider offering pay-later and longer-term installment credit at online checkout with merchant fee economics. Comparable to NewPay's 6-installment interest-bearing product (1.99% monthly) and its merchant-funded BNPL model, although Affirm operates at substantially larger scale.
• Klarna: Swedish-founded global BNPL leader offering pay-later and installment products at online checkout. It is the benchmark BNPL business model that NewPay replicates at a local Bulgarian scale, with the same pay-in-3/4 installments + longer-term product structure and merchant-funded take-rate economics.
• Afterpay (Block): Pay-in-4 BNPL pioneer now owned by Block, integrated into online merchant checkout flows worldwide. Comparable to NewPay because it generates revenue from merchant transaction fees on interest-free short-tenor installments, the same model NewPay applies in Bulgaria.

Emerging players

• Splitit: BNPL platform offering installment payments on existing credit cards at checkout via merchant integration. Comparable to NewPay in product layer (interest-free and interest-bearing installments at e-commerce checkout) but uses card rails rather than direct lending, so distribution mechanics differ from NewPay's owned credit book via Viva Credit.
• Scalapay: Italian-founded BNPL offering pay-in-3 and longer installment plans across Italy, France, Spain, Portugal and other EU markets via merchant checkout. Comparable to NewPay in EU BNPL mechanics, regulated lending, and SMB merchant acquisition strategy, although at larger scale.
• Zilch: UK-based BNPL platform offering pay-later and installment products with both online and in-store distribution. Comparable to NewPay because it emphasizes regulated credit extension, instant digital onboarding, and merchant fee-funded model — the structural approach NewPay takes in Bulgaria.
• Kueski: Mexico-based BNPL/consumer credit platform offering pay-later and installment products at online checkout. Comparable to NewPay as an emerging-market BNPL with embedded merchant integrations, instant digital onboarding, and regulated lender structure operating in a single national market.
• Tamara: Saudi-headquartered BNPL platform expanding across MENA offering pay-in-installments at online checkout with merchant integration. Comparable to NewPay as an emerging-market BNPL focused on payment-method-at-checkout integration with local merchant networks, though operating in a different geography.
• Tabby: UAE/MENA BNPL leader offering pay-later and installment products to consumers through merchant integrations. Comparable to NewPay in business model and scale stage — both are emerging-market BNPLs growing via direct merchant integrations and platform partnerships rather than card-led distribution.

Regional players

• Zip (Twisto / Zip): Australia-headquartered BNPL provider with a Central European footprint via Twisto (Czech Republic/Poland). The most geography-adjacent direct peer to NewPay because Twisto operates in a similar Central/Eastern European e-commerce market with a regulated installment lending model at merchant checkout.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/newpaybg
• Instagraminstagram.com/newpaybg
• LinkedInlinkedin.com/company/newpaybg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 NewPay