WhiteSight

Affirm vs Klarna: Scale and Momentum in 2025

Affirm and Klarna represent two of the largest BNPL models globally, but their 2025 profiles show different kinds of scale. Klarna is significantly larger on network reach, with $128B in GMV, 118 million active customers, and 966K merchants. Affirm is smaller by volume, with $36.7B in GMV, 23 million active customers, and 377K merchants, but delivered faster revenue growth at 39% YoY.

Infographic snapshot comparing Affirm and Klarna FY2025 metrics including GMV, loan book, active customers, total revenue, and net profit.

Klarna Strategy Playbook 📔

From Pay Later to cards, savings, retail media, and AI-led support, Klarna is broadening its role beyond checkout.

. WhiteSight’s latest deep dive goes beyond the BNPL label to explore how Klarna is using its $128B+ GMV base, 118M active users, 1M+ merchants, AI assistant, Klarna Card, and banking products to deepen engagement across the retail journey.
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The difference is also visible in their business mix. Klarna’s broader merchant and customer base gives it a much larger transaction network, while Affirm shows stronger growth momentum in revenue and net profit. Affirm reported $3.22B in revenue and $52.2M in net profit, while Klarna reported $3.51B in revenue and $273M in net profit.

Klarna’s advantage is scale: more customers, more merchants, higher GMV, and a larger loan book. Affirm’s advantage is momentum: faster GMV growth, faster revenue growth, and a stronger YoY profit swing. Together, they show two different paths in BNPL, Klarna as the larger global commerce network, and Affirm as the faster-growing US-led credit platform.

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