Buy now pay later is a payment option that essentially offers customers a short term loan, and splits a purchase into smaller, interest-free payments.
So if this dress is $713.00, you can also buy it today for 4 spread out payments of $178.28 (hey that looks better!).
Simple enough right? Well this “simple” addition of BNPL (Buy Now Pay Later) loans is completely reshaping the way people shop. Since the introduction of BNPL, shoppers are spending on average 45% more than they did before BNPL existed. That’s insane.
And of course, this development is better for the shops, but is it better for the shoppers?
Maybe not for all shoppers - a Bankrate survey revealed that 29% of BNPL users overspent, and 18% missed payments.
The thing is, the people using the BNPL are typically people who already have a lot of debt and have lower credit scores.
But, BNPL platforms don’t seem to care about that, and honestly neither do the people using them, so game on. In reality these platforms aren’t just making it “easier” to buy stuff, they are also collecting SO MUCH PURCHASE DATA, they’re practically data gold mines. This is probably why Afterpay sold to Square for 29 billion dollars.
In this post we’re not exploring the ethics of BNPL, but rather the audiences behind them. We’ll dissect this BNPL audience beyond their shopping habits, and highlight what these FinTech companies should know about them if they want to keep audiences spending (and the good times rolling).
- Who's using BNPL services?
- Gen Z BNPL audiences
- Millennial BNPL audiences
- What should BNPL platforms know about these audiences, and what do they share in common?
Who's using BNPL services?
Gen Z BNPL audiences
It’s no surprise that a generation who was brought up on TikTok, streaming, and same-day delivery, needs instant gratification.
That’s why BNPL is so appealing for them, they don’t have to wait for payday to buy something they want NOW.
Follow along as we dissect two high value Gen Z BNPL audiences; Household Hustlers, and Slay Now Pay Later.
Household Hustlers
This audience is a group of young, digitally savvy moms who juggle family life with late-night scrolling and smart budgeting - often choosing Sezzle to stretch her dollars without stress. Influenced by country stars and reality TV personalities, she blends tradition with indulgence, craving both stability and a little fun. Emotionally driven and community-minded, she values love, structure, and tools that make her feel in control of her world.
Interests
She's into TV, music (especially country), food (comfort meals and convenient recipes), education, and relatable influencers like Teen Mom stars. She enjoys influencer content that reflects her lifestyle and values.
Online Behavior
She uses mobile devices, is most active late at night, and posts more than she replies or shares. She engages consistently but not virally - she's steady, not flashy online.
Values
She values love, stability, closeness, and feeling connected. She wants to enjoy life but also take care of her people. Routine, structure, and belonging are big for her.
Sezzle is their BNPL app of choice, why?
Sezzle feels safe, relatable, and family-friendly. It’s simple, flexible, and matches her values - easy to use, no frills, and helps her stretch her budget without stress.
What they expect from financial tools:
- No surprises: Clarity in payment terms, no hidden fees, simple scheduling.
- Flexibility: Tools that let her handle unexpected costs without shame or stress.
- Budget support: Features that help her track family expenses, set reminders, or plan for big purchases (like birthdays or back-to-school).
- Emotional security: A feeling that she’s in control of her money and doing what’s best for her family.
Fintech features that will resonate most with this audience:
- Auto-payment reminders: Especially helpful in late-night moments of clarity.
- Budget visualizations or spending insights (family-focused or goal-based).
- In-app deals or exclusive discounts with family-favorite brands or grocery stores
- “Mom mode” UX: Calming design, non-judgmental tone, customer service that feels supportive and empathetic.
- Rewards for consistency: Bonuses for paying on time, gamified experiences that feel fun and achievable.
Slay Now, Pay Later
This audience is a community of trend-savvy, digital-first beauty and fashion lovers who mix aesthetic obsession with self-expression. They're drawn to Klarna not just for its flexibility, but because it reflects the stylish, curated lifestyle they aspire to - chic, easy, and just a little indulgent. They want to look good now but pay for it later. Guided by a love of excitement, expression, and new ideas, they crave tools that keep them feeling inspired, in control, and ahead of the trend curve.
Interests
They’re obsessed with beauty products, cosmetics content, and aesthetically pleasing retail experiences. You’ll regularly find them shopping in Sephora, buying brands like Urban Decay, ColourPop, and NYX. They love being cozy at home with their dog or cat, watching beauty tutorials by their favourite influencer Nikki Tutorials. This audience takes their skincare very seriously and are focused on anti-aging, and wellness aesthetics - they are always trying to achieve that “glow-up”.
Online Behavior
They’re mobile-first, active in the evening, and post their own content regularly. Their engagement sits in the sweet spot of 10-100 likes; steady, shareable, and socially savvy. They blend content creation with discovery and look to be seen as both expressive and informed.
Values
They want to enjoy their life but they also care deeply about others. For them, beauty is an expression of both joy and connection. They’re guided by emotion and their desire for freedom - beauty is tied to identity and that freedom of self-expression. This audience is trend-driven, risk-tolerant, and curious about reinventing themselves. They crave emotional security, brands they can count on, and a sense of community.
Klarna is their BNPL app of choice, why?
To them, Klarna looks and feels premium - the UX looks a lot similar to the aesthetics of the beauty brands they’re used to. Klarna’s influencer strategy with influencers like Bretman Rock has also really resonated.
They see Klarna as a tool for upgrading their look without experiencing that immediate financial guilt.
What they expect from financial tools:
- Beautiful UX: It must look as good as it works.
- Emotional intelligence: No judgment, no stress - just ease.
- Lifestyle fit: Seamless with shopping, beauty subscriptions, and fashion drops.
- Customization: Flexible scheduling and features that adapt to their lifestyle.
Fintech features that will resonate most with this audience:
- Visual spending breakdowns with style categories (beauty, fashion, etc.)
- Smart alerts + reminders before new drops or deadlines
- In-app perks like brand collabs, early access, and exclusive discounts
- Gamified rewards that feel like loyalty programs, not punishments
- Soft, stylish interfaces with calming design and clear flows
Millennial BNPL audiences
Millennials are different than Gen Z for the reasons they use BNPL platforms - they like BNPL because it fits their financial realities, digital habits, and their emotional mindset when it comes to spending money on themselves. It’s not just about making payments easier, it’s about them feeling like their money is more manageable, and they can shop in sync with how they feel and live… letting them enjoy life without the financial shame that comes with that.
Follow along as we dissect two high value Millennial BNPL audiences; Crypto Investors, and Hip-Hop Moms. (*Can we link these to their respective sections in the blog)
Crypto Investors
These are high-risk, high-reward thinkers who treat financial systems like puzzles to be decoded and rebuilt. Male-dominated, millennial, and deeply driven, they follow voices like Michael Saylor, Vitalik Buterin, and Cathie Wood, looking for insights that align with their mission to be early, smart, and independent. They use BNPL tools like Affirm to maximize liquidity, reduce friction, and build power in systems they believe are broken - all while obsessively watching the markets.
Interests
They’re obsessed with crypto, markets, tech innovation, and financial systems. They follow crypto outlets (Bitcoin Magazine, ARK Invest), VC thought leaders, and fintech disruptors. They live and breathe tech culture. Obsessed with innovation, they often describe themselves as “founders” and “investors.” They keep a close watch on global shifts, both politically and economically. X (formerly Twitter) is their newswire.
Concepts like AI, decentralization, and global systems transformation draw them in. They strive for flexibility and freedom, and they want their work and wallets to move globally with them.
Online Behaviors
They’re active at night, post regularly, and care more about meaningful engagement than flashy virality. They have high desktop use compared to the other millennial BNPL audiences, and they are active online most evenings, and into the wee hours of the morning.
Values
Their decisions are driven by ambition, success, and personal growth. They value control, efficiency, and freedom. They are very self-disciplined, logical and always thinking about the future. They welcome risk and reward, and are calm under pressure. They love big ideas and challenging the norm. If something doesn’t serve their goals, they move on.
Affirm is their app of choice, why?
Affirm gives them optionality and control, for them, using it is a financial strategy, not a backup plan. Affirm’s tone is smarter, more serious, and aligned with investment-forward thinking, which builds trust with this audience. It’s got a clean UX which they appreciate, and they find it to be fast, clear and reliable.
What they expect from financial tools:
- Transparency: No hidden fees, no fine print - give them the smart contract energy.
- Real-Time visibility: Dashboards, alerts, and projections they can trust.
- Optimization, not budgeting: They’re not penny-pinching - they’re maximizing cash flow.
- Interoperability: Tools that connect with their crypto, stocks, cards, and other fintech ecosystems.
Fintech features that will resonate most with this audience:
- Real-time payment flexibility + scheduling tools
- Portfolio-style spending overviews - think “Where did your crypto gains go?”
- Integrations with crypto platforms or Web3 wallets
- Smart alerts for bill payments or investment events
- Data-rich UX with no fluff
- Dark mode, dashboard vibes, and a power-user feel
Hip-Hop Moms
Hip-Hop Moms are community-minded, and driven by self-improvement. This audience is made up of digitally fluent, late-night scrolling moms who balance caregiving, self-expression, and smart spending - all while finding joy in music, pop culture and online humor. They’re emotionally driven but financially savvy, using tools like Klarna to indulge in lifestyle treats while staying in control of their budget. Hip-Hop Moms want financial tools that feel human, flexible, and built for real life - not just spreadsheets.
Interests
They consume content that supports parenting, learning, and lifestyle growth. They are big fans of pop and hip-hop. Cardi B, Megan Thee Stallion, and BET are among their top influencers and media brands. Their digital world is vibrant, loud, and joy-forward - they love shopping, pets, and content that mirrors their multitasking lifestyle. They’re here for a laugh. Kevin Hart, WorldStarHipHop, and meme content play a big role in their feeds.
Online Behavior
They’re mobile-first (90.39%) and most active between midnight and 5 AM, meaning they're probably using their phone after family duties are done. They’re emotionally online, not just casually - often using digital space for identity, fun, and connection.
Values
They prioritize emotional connection, security, and family harmony. While they enjoy the little indulgences, they also live for taking care of others. They value structure in daily life and tight community bonds. For these Hip Hop Moms, their digital presence is warm, humorous, and authentic - they don’t perform, they relate.
Klarna is their BNPL app of choice, why?
To the Hip-Hop Moms, Klarna feels approachable, fun, and frictionless - using it is a treat, not a task. Klarna already shows up where they shop (fashion, beauty, family brands) and speaks their aesthetic language. It lets them indulge without guilt, plan around paydays, and stay in control. Most importantly, it provides them with emotional comfort: Klarna doesn’t judge - it empowers their lifestyle with its easy to use UI and smooth payments.
What they expect from financial tools:
- Clarity & kindness: No hidden fees or confusing terms - it needs to feel safe and easy.
- Scheduling flexibility: So they can manage cash flow around family and real-life responsibilities.
- Emotionally intuitive features: That support rather than judge their spending.
- Family-aware benefits: Tools that recognize how unpredictable and important their multitasking life is.
Fintech features that will resonate most with this audience:
- “Treat Yourself” reminders timed for late-night scrolls.
- Colorful, mood-lifting UX with soft tones and lifestyle imagery.
- In-app rewards for consistent payments (ex: gift card bonuses or surprise perks).
- Shopping tools built into checkout with retailers they love (fashion, beauty, wellness).
- Family budget view or “Mom Mode” toggle with custom alerts and savings goals.
What should BNPL platforms know about these audiences, and what do they share in common?
All these audiences, no matter what they are buying, use BNPL because they value the control and flexibility it allows them. They want to enjoy life without the guilt, and by splitting up payments but not charging them interest, these BNPL platforms allow them to do that.
- Household Hustlers stretch their budgets with Sezzle
- Slay Now, Pay Later shoppers glam up without guilt using Klarna
- Hip-Hop Moms treat themselves between scrolls at night, after they’ve taken care of their family all day
- Crypto Investors see it as a liquidity tool.
All of them want to feel empowered by their spending, not ashamed.
Design-wise:
They expect fintech tools to be designed like the favorite apps they already have on their home screens. A BNPL UX should feel like an extension of their lifestyle: Klarna’s aesthetic matches the beauty crowd and it feels fun and hip to the Hip-Hop Moms, Sezzle feels warm and supportive for young moms, and Affirm’s serious tone resonates with the financially focused.
If BNPL platforms want to continue to grow their audience base, they have to make sure they do it in a way that preserves what’s already working: serving and tailoring their platforms to these more niche personas and making their brands feel less and less like fintech tools and more like lifestyle brands.
Features-wise:
They should build out features that fit perfectly into the goals and routines of their audiences and continue to partner with the brands they shop for, and the influencers that resonate with how they see themselves. They need to keep audiences feeling as though this isn’t a “payment plan”, but instead platforms built for financial empowerment.
Beyond these insights, we have all the details needed to target and grow these audiences using the insights found within each of the audience reports, click to access the full Gen Z BNPL audience report and the Millennials BNPL report.
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