Affirm Holdings, Inc. is an American technology company specializing in financial services tailored for shoppers and merchants. Founded in 2012 by Max Levchin, a PayPal co-founder, Affirm has grown to become the largest U.S.-based buy now, pay later (BNPL) lender. It serves over 22 million users and processes approximately $28 billion in payments annually as of 2025.

The company provides unsecured installment loans at the point of sale through multiple channels including online checkout payment links, self-checkout kiosks, integrations with third-party digital wallets, and virtual or physical cards. Affirm generates revenue primarily through service fees charged to sellers and interest charged to borrowers, notably without imposing late fees on users.

Affirm incorporates advanced credit underwriting techniques that combine credit scores with machine learning models to assess loan applications, ensuring responsible lending. Beyond BNPL, Affirm has expanded its product offerings to include a savings account and a debit card, broadening its financial services portfolio.

Operating in the United States, Canada, and the United Kingdom, Affirm has positioned itself as a leader in flexible consumer financing options. Its strong appeal to millennials and Gen Z consumers drives growth, supported by partnerships with major retailers and platforms like StockX, REVOLVE, and Shopify. This scalability extends across various purchase categories, including everyday items and larger expenditures such as travel and home improvement.

Affirm’s mission emphasizes transparent and simple financing solutions that empower consumers to manage payments without hidden fees, fostering trust and customer loyalty in the competitive fintech space.