Shares of Affirm Holdings (AFRM) are rallying 5% in pre-market trading on Thursday, as the buy-now-pay-later (BNPL) leader unveils bold expansion plans to solidify its dominance in the rapidly growing consumer lending market.
According to news reports, Affirm is aggressively expanding internationally, launching its services in the UK as its first non-U.S. market. This move is seen as a direct challenge to rival Klarna, the European BNPL powerhouse that has recently made inroads into the U.S. market.
Affirm's CEO Max Levchin expressed confidence in the company's market position, stating that Affirm is the largest BNPL player by revenue, making more money than all competitors combined. However, he acknowledged the intense competition in the space, with players like Block's Afterpay, PayPal, and traditional credit card issuers offering their own BNPL services.
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