Does Affirm's Expansionary Moves Make it a Smart Buy for Now?

Affirm Holdings, Inc. (AFRM) , a leading Buy Now, Pay Later (BNPL) provider, has proven its ability to grow rapidly in North America. Building on this success, it entered the U.K. market last November, aiming to use the region as a launchpad for further European expansion. Despite its smaller population, the U.K.’s strong demand for BNPL services makes it an attractive opportunity.However, Affirm faces significant challenges. The U.K. BNPL market is highly competitive, with established players like Klarna, ...