Core Insights - Klarna Group is launching new membership tiers, Premium and Max, in the U.S. to provide premium rewards without requiring a credit card [1][2] - The new offerings target affluent consumers who are moving away from traditional credit cards and seeking alternative financial tools [2][3] Membership Tiers - The Premium membership costs $19.99 per month, while the Max membership is priced at $44.99 per month, expanding on existing Core and Plus offerings [1] - These tiers are designed to provide benefits typically associated with high-end credit cards without the usual spending thresholds, APRs, or annual fees [2][4] Market Trends - A significant portion of U.S. adults, 11.2%, canceled a credit card in the past year, with the figure rising to 15.1% among those earning over $100,000 [3] - Approximately 30% of high-income consumers now prefer Buy Now, Pay Later (BNPL) options as a payment method [3] Consumer Preferences - Affluent consumers are increasingly dissatisfied with traditional credit card dynamics, including high annual fees and the need to overspend to earn rewards [4] - Klarna's new tiers offer transparent pricing, immediate access to benefits, and no requirement to incur debt, appealing to this demographic [4][5] Competitive Positioning - Klarna aims to redefine premium rewards by eliminating the debt requirement and providing access to benefits typically reserved for cards with high annual fees [5] - The company positions itself against traditional card networks by offering a model that does not rely on increased spending to earn rewards [5]