Affirm Holdings, Inc. is an American technology company that provides financial services for shoppers and merchants. Founded in 2012 by PayPal co-founder Max Levchin, it is the largest U.S. based buy now, pay later lender. As of 2025, Affirm reports 22 million users, processing $28 billion in payments annually. Affirm offers unsecured installment loans at the point of sale through various methods. These include payment links at online checkout, payment options at self-checkout kiosks, integration into third-party digital wallets, and virtual or physical cards. The company generates revenue by applying a service fee to sellers, charging interest to borrowers, or both, and does not charge a late fee. Affirm also offers a savings account and a debit card. The lender says its loan underwriting involves evaluating transactions by considering credit scores and other pertinent factors, while also incorporating machine learning. Affirm's services are available in the U.S., where the company says it accounts for over half of the BNPL sector revenue, and in Canada and the U.K. Wikipedia