Banking on BNPL: Why Banks are Investing in ‘Buy Now, Pay Later’

Nov 20, 2024

Buy Now, Pay Later (BNPL) has become a highly sought-after payment option, particularly among American consumers who appreciate the ability to split payments into multiple installments. This model, originally introduced by fintechs like Klarna, Afterpay, and Affirm, has gained popularity by offering shoppers greater flexibility and control.

The New York Federal Reserve reports that over two-thirds of surveyed Americans have been offered BNPL options, and nearly 30% have actively used them. Given this massive appeal, it’s no surprise that traditional banks – who were once competitors of these fintech upstarts — are now entering the BNPL space in a bid to reclaim ground in the highly lucrative retail payments ecosystem.

The BNPL Boom and Why Banks Want In

The BNPL options have exploded. BNPL adoption in the U.S. is poised to grow at a remarkable pace. According to a study by FIS, BNPL transactions are expected to account for nearly 9% of the U.S. payments market by 2025, generating close to $180 billion. BNPL services are financially appealing and have spread to consumers of all ages and financial backgrounds.

For banks, the rise of BNPL represents both a threat and an opportunity. The fintechs that spearheaded this trend captured significant market share by meeting the demand for fast, convenient, and transparent financing. In response, traditional banks are now launching their own BNPL services to retain customers and defend their market position. But unlike fintechs, banks have the advantage of data – they can leverage customer transaction histories to assess risk more accurately, potentially lowering default rates compared to a fintech’s BNPL services. There is also the trust factor. 43% of Generation Z consumers trust banks more than FinTechs. Banks can lean into their track records and tout the peace of mind a brick-and-mortar bank can offer over the digital-only competition.

How Banks are Entering the BNPL Space

Several major banks have already launched BNPL products. Chase, through its “Pay in 4” feature, allows customers to split purchases made with a debit card into four equal payments over eight weeks. This option appeals to customers looking for a quick, interest-free way to manage larger expenses without taking on credit card debt. Similarly, American Express has introduced “Pay It Plan It,” a product that lets cardholders divide larger purchases into monthly installments. This option charges a fixed monthly fee instead of monthly interest, making it a budget-friendly option.

US Bank offers its “ExtendPay” plan, which allows customers to move eligible purchases into an extended, equal payment plan that’s also interest-free. Digital-first players like Revolut and Monzo, which already blend fintech innovation with banking services, have also joined the BNPL trend. Revolut’s “Pay Later” feature and Monzo’s “Flex” enable users to easily split payments through their apps. These offerings show how both neobanks and traditional banks are recognizing the value of BNPL as a must-have for consumers.

Why BNPL is Attractive

The appeal of BNPL for both consumers and banks comes from the flexibility, accessibility, and transparency it offers. For banks, BNPL represents an opportunity to retain customers who may otherwise look to fintechs for flexible payment options. In addition, BNPL aligns with banks’ goals to deepen customer relationships. Offering BNPL options through their platforms enables banks to become a one-stop financial service provider. Offering installment payments alongside traditional banking products can build long-term loyalty and strengthen their competitive advantage. This is especially enticing as some projections suggest that BNPL transactions could increase by nearly 450 billion USD between 2021 and 2026.

For consumers, BNPL can ease the financial strain of large purchases by breaking them down into installments, often with no added interest or fees if paid on time. It is particularly attractive in times of economic uncertainty, as it allows consumers to manage their spending more effectively.

The Road Ahead: Blurring the Lines Between Banks and Fintechs

The introduction of BNPL by banks indicates how fintech innovations can inspire traditional players to adapt and evolve, effectively blurring the long-formed boundaries between banks and fintechs. With BNPL continuing to gain momentum, consumers can only benefit from an expanding range of choices tailored to their financial preferences and circumstances. For card issuers and merchants, this shift underscores the value of adopting new innovations that meet customers’ evolving needs – such as Kipp. 

Kipp’s platform enables real-time collaboration between card issuers and merchants, reducing the number of declined transactions. Through this partnership, card issuers can approve more purchases, with merchants covering a premium to offset the increased risk for banks. This setup offers consumers more flexibility and provides issuers with a smart alternative for handling overdrafts without imposing fees on cardholders. These merchant-funded premiums can accumulate, generating a new revenue stream for banks. 

Combining traditional banking strengths with new digital services like Kipp is key to remaining competitive – and, ultimately, to achieving long-term success in the industry.