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History and Development of the Company
Klarna Group plc (“Klarna” or the “Company”) was founded in 2005 in Sweden with the objective of
improving trust and efficiency in online commerce. The Company initially focused on providing flexible
payment solutions designed to allow consumers to pay for goods after delivery, thereby reducing friction
and uncertainty between consumers and merchants in e-commerce transactions.
Following its founding, Klarna expanded rapidly across the Nordic region and subsequently into other
European markets. By 2010, the Company operated in the Nordics, Germany and the Netherlands, and by
2016 had established operations in nine markets, including Austria, Switzerland and the United Kingdom.
During this period, Klarna focused on scaling its payments platform, expanding its merchant network and
refining its underwriting capabilities to support real-time transaction decisioning.
In 2017, Klarna began operating as a licensed bank within the European Economic Area following
approval by the Swedish Financial Supervisory Authority. This milestone enabled Klarna to broaden its
range of financial services, including the ability to fund a significant portion of its lending activities through
customer deposits, and supported the continued development of its consumer and merchant offerings.
Beginning in 2019, Klarna initiated a strategic expansion into additional international markets, with a
particular focus on the United States. Over the following years, the Company expanded into multiple new
geographies while continuing to invest in product development, technology infrastructure and brand
awareness.
Over time, Klarna introduced new products and services, including payment options allowing
consumers to pay immediately, defer payment, or finance purchases over longer fixed terms, as well as
consumer-facing tools designed to help manage purchases and spending.
Klarna has also expanded beyond payments into adjacent commerce services. In 2019, the Company
began scaling its advertising and merchant marketing solutions, enabling merchants to connect with
consumers within a commerce-centric environment. In subsequent years, Klarna introduced additional
consumer-facing products, including the Klarna app and the Klarna Card, and continued to develop
technology-enabled features intended to streamline the commerce experience.
In May 2024, Klarna completed a corporate reorganization pursuant to which the Company
redomiciled its parent entity from Sweden to the United Kingdom by way of a share-for-share exchange. As
a result of the reorganization, Klarna Group plc became the ultimate holding company of the Klarna group.
Following the reorganization, the Company’s ordinary shares were listed on the New York Stock Exchange.
Additional information regarding the corporate reorganization and the Company’s share capital is set forth
under “Description of Share Capital and Articles of Association.”
Throughout its history, Klarna has evolved from a payments-focused provider into a global digital
commerce network connecting consumers and merchants across multiple channels and geographies. As
of December 31, 2025, the Company served approximately 118 million active consumers and approximately
960,000 merchants across 26 countries.
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Business Overview
Our Mission and Vision
Our mission is to reimagine how consumers spend and save in their daily lives. We help people save
time, money and put them in control of their finances through AI-powered, transparent and flexible
financial services.
Our vision is a world where Klarna empowers everyone, everywhere, through seamless commerce
experiences—as a personalized, trusted AI-enabled assistant making financial empowerment effortless.
Our Company
We are a global digital bank and flexible payments provider building the next-generation AI-powered
commerce network.
We have built one of the largest commerce networks in the world, measured by the number of
consumers and merchants, serving approximately 118 million active Klarna consumers and approximately
966 thousand merchants in 26 countries as of December 31, 2025, and facilitating $128 billion of GMV in
the year ended December 31, 2025. Our flexible and personalized products, trusted consumer brand,
global distribution and proprietary scalable infrastructure are the foundations enabling us to become our
consumers’ everyday spending and saving partner, available everywhere and for everything. Through our
history, we have consistently innovated and challenged the status quo, evolving our network from a
consumer-focused payments tool to a global commerce network that enables merchant success. Klarna
was built to address the manifold pain points in commerce today, including inefficiency, lack of trust,
prevalence of fraud, impersonal relationships between consumers and merchants and high interest and
credit-related fees that are harmful to consumers, merchants and society at large.
We began by pioneering a new approach to online payments, designed to bridge uncertainty in the
transactions between consumers and merchants by providing short-term flexible credit that is
predominantly interest-free and accelerating growth for merchants. Our approach leverages differentiated
underwriting capabilities, utilizes bank deposits and other low-cost funding sources and is monetized
primarily by driving increased GMV for merchants on our network rather than from only charging interest
to consumers. For the year ended December 31, 2025, 97% of transactions conducted on our network
were interest-free. This results in lower fees, which we believe drives consumers and, in turn, our
merchants, to shift more of their commerce activity onto our network, aligning the financial success of our
consumers and merchants with our long-term ambition of durable growth. We have also built a unique
advertising solution, connecting engaged consumers to advertisers in a personalized, commerce-centric
environment.
Consumers come to Klarna to pay flexibly and securely, to find goods, services and experiences that
are relevant to them, and to manage their purchases and savings, all in a trusted environment. We
designed our network to provide consumers with more control and flexibility over their payments, to save
them time and money and to help them worry less about their finances. This allows us to become an
important growth partner for merchants of all sizes, enabling them to grow their businesses and acquire
new customers, convert more transactions with higher Average Order Values (“AOVs”) and retain
customers with increased loyalty, all while establishing and fostering personal relationships with their
customers. Just as card networks revolutionized the way merchants and consumers received and made
payments decades ago, we have created a new type of network built upon fairness, sustainability and
innovation, while removing intermediaries, complexity and fees along the way.
We accelerate commerce by connecting consumers and merchants with comprehensive AI-powered
payment and performance-based advertising solutions, both online and offline. Our payment options
provide consumers with the choice to pay however they prefer: Pay in Full for immediate settlement, Pay
Later allows consumers to complete a purchase today while deferring payment to a later date or into
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installments and Fair Financing allows consumers to settle payments over longer, fixed-term schedules
with transparent pricing. We offer the benefits of both open and closed networks. We open our network to
a broad consumer and merchant ecosystem, similar to Visa, MasterCard and Amex, but also benefit from
our proprietary closed-loop network where we issue, fund, process and settle the entire payment, while
retaining a direct relationship with our consumers. Payment options are facilitated across numerous
channels, including directly at our merchants’ online or in-store checkouts, in the Klarna app, with the
debit-first Klarna card or using Apple Pay or Google Pay.
We have achieved global consumer and merchant scale. Our 118 million active Klarna consumers are
diverse—from a wide range of income levels and educational backgrounds—and representative of the
broader population. In Sweden, our most mature market, approximately 85% of adults were active Klarna
consumers as of December 31, 2025, according to our estimates. Our consumers are financially
responsible, too—in the year ended December 31, 2025, Provision for credit losses were less than 1% of
originated Gross Merchandise Volume. Merchants view Klarna as an important growth partner because of
our consumer scale and global reach. Our approximately 966 thousand merchants include some of the
largest global brands—on average, 48% of the top 100 merchants in each of the major markets we serve,
which include the United States, the U.K., the Nordics, Germany, Austria, Belgium, Spain, France, Italy, the
Netherlands and Switzerland (based on data from eCommDB and Digital Commerce 360) used Klarna in
the last twelve months ended July 31, 2025 to facilitate payments, while an even greater percentage (66%)
advertised on our network during the same period. Our broad adoption across merchants contributes to
our GMV diversification, with no single merchant representing more than 10% of our GMV in any of our
major markets in the year ended December 31, 2025. Through both our payment and advertising solutions,
we help our merchants attract new customers, drive higher AOV with higher purchase frequency and offer
frictionless commerce and higher conversion rates. We do all of this while allowing merchants to
seamlessly integrate Klarna into their existing operations and infrastructure, retaining full control over their
brands.
Klarna sits at the center of a global ecosystem. We connect an array of different financial services and
commerce organizations, from PSPs, traditional banks, card networks and open banking providers, to
commerce enablers, technology partners, in-store payments providers and shipping and return logistics
providers, to improve the commerce experience for our consumers and merchants through a unique AI-
powered global network. We continue to grow our network across verticals and geographies to better
serve consumers and merchants.
We believe that our credit underwriting capabilities, enabled by our proprietary data from
approximately 3.4 million transactions made on average per day on our network from 118 million active
Klarna consumers in the year ended December 31, 2025, differentiate us from other networks. We are able
to make underwriting decisions in seconds with our fully automated processes and underwrite every
transaction in real time. We also provide a small spending capacity that gradually increases as consumers
responsibly spend more with Klarna, and clear and transparent repayment terms that encourage
borrowers to repay on time. All of this distinguishes our financing solutions from market alternatives. In the
year ended December 31, 2025, our average balance per active Klarna consumer was $124 (Pay in Full: $0;
Pay Later: $120 Fair Financing: $393) (compared to an average balance per credit card of approximately
$6,961 in the United States in 2025, according to Experian). Based on contractual repayment schedules,
our weighted average life (WAL) was approximately 39 days (27 days for Pay Later and 109 days for Fair
Financing) (compared to a typical loan duration of more than five years at a typical Nordic bank in 2024,
according to publicly available information, and an average of 2.5 years of a typical U.S. personal bank loan
in Q1 2025, according to TransUnion). This allows us to quickly react to market changes and efficiently
manage credit risk. Our underwriting process results in credit losses that are generally lower than the
industry average: for example, our provision for credit losses represented 0.63% of GMV in the year ended
December 31, 2025, while the charge-off rate on consumer loans, issued by all commercial banks reached
2.89% in Q3 2025, according to the Federal Reserve Bank of St. Louis. In addition to lower credit losses, we
believe that our underwriting process provides more value to consumers and merchants than alternative
payment methods, which helps drive our financial performance.
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We have been a constant pioneer in our industry. In 2005, when online shopping was still nascent and
marked by distrust, we launched Pay Later products to guarantee consumers would pay only after they
had received goods, while also pioneering a new approach to credit. In 2010, we launched our Pay in Full
product to give consumers more choice and control over how they pay. In 2017, we started building a
disruptive brand to help people streamline their financial lives. As we learned that consumers wanted to
use Klarna everywhere, we launched the Klarna card in 2018. That same year, we launched the Klarna app,
which enables our consumers to track all their purchases in one place, track their shipments, assist with
errands and much more. While we began with payments innovation, in 2019, we started to meaningfully
scale our advertising solutions, which personalize the commerce experience for our consumers by using
our vast proprietary data set, including data they entrust to us. In 2023, we developed an AI assistant
powered by OpenAI, which meaningfully streamlines the commerce experience, and in 2024, introduced
Klarna balance, which makes commerce even more effortless by allowing consumers to Pay in Full or Pay
Later without connecting to a bank account or card. In 2025, we continued to expand and introduce more
digital finance products to help our consumers save time and money and effortlessly put them in control of
their finances. For example, we enhanced the Klarna Card to deepen its role in everyday financial
management and completed its rollout in the United States. The debit-first card integrates our Pay in Full
and Pay Later options within a single product and was upgraded with real-time transfer and deposit
capabilities to support smarter wallet functionality. The Klarna Card continues to scale rapidly, with more
than 4.2 million active consumers globally, reflecting strong consumer demand for simple, flexible and
transparent payment tools. At the same time, we continued reshaping access to credit through the
expansion of our Fair Financing offering—a transparent, non-revolving alternative to traditional credit—now
available at a broader merchant network, including major partners like Walmart. These innovations are all
built on our AI-enabled, cloud-native and global technology platform to which merchants can connect via a
single API. Every product we bring to market can be launched globally, allowing merchants to reach
millions of consumers worldwide almost instantly once connected to our network.
We began operations in Sweden in 2005, and rapidly expanded through the rest of the Nordics. By
2010, we operated in the Nordics, Germany and the Netherlands. By 2016, we were established in nine
markets, including Austria (2012), Switzerland (2014) and the U.K. (2014). Since inception, we have strived to
maintain a deliberate balance of growth and profitability. We remained profitable for the first 14 years as
we scaled our operations in Europe. In 2019, we strategically decided to expand our successful operating
model into additional geographies, with a particular focus on the United States, and in the following three
years expanded into 12 additional markets. While our expansion in the United States has contributed to an
increase in our GMV, it has also led to net losses in recent periods. In 2023, our operating loss started to
decline and we began generating positive transaction margin dollars in the United States, while continuing
to grow our GMV and the number of active Klarna consumers and merchants worldwide.
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Our Network’s Growth
For over two decades, Klarna has been transforming the commerce landscape. Our growth strategy is
an extension of our ability to innovate and cater to our customers’ needs:
•Klarna at Every Checkout. We have a proven track record of bringing leading global merchants to
our network, which have been key in amplifying our brand’s reach. We also have a unique go-to-market
strategy: by partnering with several of the world’s largest PSPs, including Worldpay, Stripe, Nexi, J.P.Morgan
Payments and Adyen, we can connect with consumers through hundreds of thousands of merchant
checkouts. By integrating Klarna with Apple Pay and Google Pay, our consumers can use Klarna’s payment
solutions wherever Apple Pay or Google Pay is available online in the United States as well as, in the case
of Apple Pay, in the U.K., without having the Klarna card. Increasing the availability of our payment methods
is imperative to further growth of our network, as a higher penetration of merchants directly translates to a
higher share of checkout.
•Klarna Card in Every Wallet. We envision Klarna becoming the default payment method for our
millions of active Klarna consumers and future consumers. The Klarna Card is a debit-first product that
integrates all of Klarna’s flexible payment methods within a single physical and digital card experience. It
supports real-time transfers and deposits, provides spending controls, and connects directly to the Klarna
app for transaction tracking, budgeting tools and repayment management. In 2025, we completed the U.S.
rollout of the Klarna Card, which now has more than 4.2 million active users globally.
•Next-Generation Digital Financial Services. As a digital-first neobank, Klarna’s services are
automated, insight-driven and designed to be transparent, fair and intuitive. We partner with PSPs,
traditional banks, card networks, commerce enablers, technology partners, merchants and shipping and
return logistics providers to improve the commerce experience for our consumers. This breadth of our
ecosystem, coupled with our extensive portfolio of licenses and regulatory authorizations, allows us to
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provide consumer services that others cannot, such as instant refunds, cashback, real-time debit or order
and return tracking. These features save consumers time and money and effortlessly put them in control
of their finances.
•Klarna’s Personal Shopping and Money Assistant. Through a true understanding of our consumers’
needs, we are uniquely positioned to offer them curated shopping assistance and related products that
are truly valuable and relevant to them. Consumers gain access to premium features through subscription
services, enhancing their lifestyle while enjoying convenience and savings. Within the Klarna app, they can
spend, save and shop smarter with the power of an AI assistant designed to understand personal needs
and preferences. From product recommendations to managing expenses, this smart companion is here to
guide the consumer throughout the entire commerce journey. This, we believe, will redefine how
consumers interact and engage with Klarna, creating a deep and sticky customer relationship.
•AI-Powered Efficiency. AI allows us to drive scale efficiencies greater than what was previously
thought possible, allowing our deep talent pool to focus on innovation and growth.
Our Competitive Advantages
We enjoy several key competitive advantages that have enabled our continued success since our
founding in 2005.
Compounding Network Effects
Klarna enjoys powerful network effects. Our personalized, highly engaging consumer experiences drive
consumers to our network. As more consumers engage at scale, more merchants join our network and
grow their businesses. As more merchants join the network, consumers benefit from increased selection
across verticals, channels and geographies, and can purchase more frequently using, and demonstrate
preference for, our network. Klarna has established a high-utility, high-frequency model, enabling the
purchase of everyday goods and services that benefits both our consumers and merchants.
Trusted Brand, Global Distribution
We have built a brand that is distinctly global, universally recognized and well-loved by consumers and
merchants, an accomplishment that we believe is rare among businesses that provide payments and
financial services. Our global NPS in September 2024 was 73, according to our estimates, which is
significantly higher than an average NPS of 44 for the finance industry in our top eight markets as of March
2023, according to CustomerGauge. As of December 2024, we also had a higher global brand awareness
(40%) than the average of our main competitors (28%), according to our estimates. The strength of our
brand contributes to our global scale. Our approximately 118 million active Klarna consumers and 966
thousand merchants as of December 31, 2025 operated in 26 countries around the world. Our merchants
include global leaders across verticals, such as Walmart, Airbnb, H&M, Nike, Uber and eBay. The ability to
provide merchants with global access to consumers almost instantly once connected to our network is a
critical competitive advantage.
Industry-Leading AI Adoption and Implementation
Klarna has been an early and leading adopter of AI. Our unique data set includes SKU-level data points,
including 2.6 billion data points collected in the year ended December 31, 2025, and the learnings of more
than 6.4 billion transactions conducted on our network to date. We also utilize ML in our business, in
particular to increase the speed and accuracy of our proprietary underwriting model.
Consumers and merchants entrust us with their data because we use that data for their benefit by
improving their experience with Klarna, as more fully explained below:
•AI Improves Conversion and Accelerates Our Revenue. We present consumers with AI-powered
personalized shopping feeds, leading to more transactions on our network.
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•AI Streamlines the Consumer Experience and Reduces Our Costs. In February 2024, we launched our
AI assistant in partnership with OpenAI. Our AI assistant has handled 80% of customer service chats in the
year ended December 31, 2025 (according to our service chat log data), with no drop in consumer
satisfaction levels since its introduction (according to internal consumer satisfaction surveys).
•ML Supplements Our Credit Underwriting. ML enhances our high-frequency, large-scale and real-
time underwriting.
•AI Transforms Our Productivity and Drives Increasing Efficiency. AI adoption—including the related
reduction in the use of third-party suppliers and vendors and the adoption of the AI copilot to create and
review code—has led to internal efficiencies. Our average annual revenue per employee at period end has
increased from approximately $344,000 in 2022 to approximately $1,240,000 in the year ended
December 31, 2025.
Scalable Technology Platform
Our network is powered by a single, AI-enabled cloud-native technology platform that facilitates
connections across the global ecosystem. Businesses ranging from PSPs, traditional banks, card networks
and open banking providers to commerce enablers, technology partners, in-store payment providers and
shipping and return logistics providers join our network through a single shared API to enable fast and
global connectivity nearly instantly.
Diversified and Sustainable Business Model
Our diversified revenue model, based primarily on merchant fees, aligns the interests of merchants,
consumers and our business. The proportion of our revenue generated from merchants, consumers and
advertising is generally more balanced compared to many of our competitors in the payments and the
banking industries, who tend to depend more heavily than we do on either merchant revenue or interest
income. Our banking license provides us with a diversified, flexible funding toolkit and enables us to
maintain a low-cost, stable funding model based on consumer deposits as well as the ability to actively
manage our balance sheet through a range of complementary funding and risk-transfer mechanisms as we
scale. We currently offer savings accounts directly to residents of Austria, Belgium, Denmark, Finland,
France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Spain and Sweden. We are also
able to collect deposits in Germany, the Netherlands, France, Spain and Ireland pursuant to a partnership
with a third-party deposit-taking platform operated by Raisin. Our banking pedigree adds rigor to our
underwriting processes, which are designed to continuously improve our credit decisioning and
monitoring. These factors, combined with our efficient go-to-market model defined by a recognizable
brand and partnerships with top global merchants, PSPs and commerce platforms, drive leverage in our
operating model.
Durable Growth Profile, with Scale Efficiencies
Our network connects millions of consumers and hundreds of thousands of merchants at scale to
power global commerce. Our scale enables our efficient growth. More consumers attract more merchants
to our network, which, in turn, attract more consumers. As we have scaled our operations over the last 20
years, we have optimized our cost structure and driven meaningful operating leverage in the business. For
example, for example, from 2023 to the year ended December 31, 2025, our operating loss improved by
29% while our transaction margin dollars increased by 14% and operating margin by 8 percentage points
during the same period.
Thanks to these competitive advantages, we believe we have a substantial opportunity to increase our
market share across channels, geographies and verticals. Annual consumer retail and travel spending in
the markets in which we currently operate is estimated to be $20 trillion for the year ended December 31,
2025, of which $9 trillion was in the United States, based on the Market Opportunity Study. We consider
our SAM to be the approximately $560 billion payments revenue opportunity associated with that spend,
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based on our average take rate in the last twelve months ended December 31, 2025. The global retail and
travel spending across all markets (excluding China) is estimated to reach $35 trillion in 2027, based on the
Market Opportunity Study. We have the opportunity to expand into new markets, to reach further into that
spend opportunity. We have also scaled our advertising revenue from approximately $13 million in 2020 to
$190 million for the year ended December 31, 2025. Digital advertising represents an additional
approximately $600 billion market opportunity globally (excluding China) as of December 31, 2025 (based
on the Market Opportunity Study) that we believe we are uniquely positioned to address given our unique
data from intent-driven consumers. Additionally, we are well positioned to build a leading presence in
strategic adjacencies such as retail banking services, given our trusted relationships with consumers, our
experience and our existing banking services in select regions, where we held $13 billion of consumer
funds as of December 31, 2025. We continuously strive to develop innovative products and solutions for
our consumers and merchants to continue to grow our addressable markets.
These network effects power our robust and compounding financial model characterized by long-term
growth and expanding margin profile. For example, for the year ended December 31, 2025, our GMV was
$128 billion, representing 21% (or 20% on a like-for-like basis) year-over-year growth and our total revenue
was $3,509 million, representing 25% year-over-year growth (24% on a like-for-like basis). Our adjusted
operating profit was $65 million, representing a $116 million reduction year-over-year. Our transaction
margin dollars equaled $1,238 million in the year ended December 31, 2025, stable year-over-year . Our net
loss in the year ended December 31, 2025 was $273 million.
Commerce and Financial Services Should Be Fair, Simple and Trustworthy
Consumers face multiple pain points with commerce and financial services today:
•Disparate and Disjointed Financial Intermediaries. Challenges faced by consumers span beyond just
commerce. When making decisions about everything from long-term financial health to purchase
decisions, consumers struggle to interact with antiquated and disconnected intermediaries from banks, to
credit card providers, to marketplaces. Only 7% of surveyed Americans budget using their bank’s
budgeting tools in 2025, and 96% of consumers want more detailed transaction information as of 2021,
according to Debt.com and Mastercard, respectively.
•Inefficient User Experience. Commerce discovery experiences are often inefficient and time-
consuming. Consumers face an abundance of choice, yet struggle to compare prices, shipping options and
reviews across various merchants in a time efficient or easy-to-use, single interface. Post-purchase,
receipts and shipping details are often scattered throughout their inboxes, complicating the post-
purchase experience. Consequently, only 14% of consumers claim they are satisfied with their online
shopping experience and 83% of them believe brands do not care about their experience after checkout,
according to IBM and ParcelPerform, respectively.
•Irrelevant Advertising. 80% of shoppers want personalized experiences from merchants, according
to Epsilon. Nonpersonalized advertising results in a poor user experience, wasted time and degrades
consumer trust in the shopping experience.
•Predatory Lending Practices. Consumer credit around the world is unnecessarily expensive. In the
United States alone, consumers collectively paid $254 billion in credit card interest and fees in 2024,
according to WalletHub. Many consumers are unaware of the hidden costs of their credit instruments and
the impact on their overall financial well-being.
•Scams and fraud. Payment and merchant fraud have negatively impacted the commerce
experience for consumers. Among online shoppers, three out of four report experiencing financial fraud,
according to Chubb.
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Merchants also face multiple pain points:
•Low Conversion and High Customer Acquisition Cost. Customer acquisition is a mission-critical
priority for merchants and advertising is a significant expense for merchants. The retail industry
represented approximately 20% of total digital advertising spend in the United States in 2024, according to
eMarketer. Merchants struggle to find ways to increase their reach in a cost-efficient manner and, even
when they have access to high intent traffic, struggle to convert their visitors into customers. Despite the
significant investment of time and money, businesses are ineffectively spending between 40% and 60% of
their digital advertising budgets, according to Proxima, leading to low conversion rates and online shopping
cart abandonment rates that now exceed 70% according to Baymard Institute.
•Excessive Transaction Fees. Accepting digital payments is costly for merchants, as swipe fees can
be some merchants’ second-largest expense after labor. Merchants face the hard choice of decreasing
margins or passing costs to consumers, which can dampen sales.
•No Brand Control. Whether through their own site using a payments provider or via a marketplace,
many merchants struggle to build trusted, brand-enhancing direct relationships with consumers.
•Lack of Data and Insight. Merchants face significant challenges understanding the holistic consumer
commerce journey. While they may have purchase data, they have little insight into alternative products
that consumers browsed, whether they compared prices and what advertisements resonated with
consumers. Merchants lack the data to understand what factors contributed to a customer making a
purchase. Without insight into consumer preferences, merchants struggle to optimize their business
strategies and improve overall performance.
Trends in Our Favor
Powerful demographic, secular and technological trends are accelerating the need for new and
innovative commerce solutions:
•Digital Payments Are Becoming the Norm. 84% of American consumers shop online, according to
Capital One Shopping.
•Generational Shift Away from Credit Card Debt. As of June 2024, the average credit card balance of
Gen Z Americans was 50% lower than that of all American consumers, according to Experian. They
demand fairer and more sustainable forms of credit.
•Low Trust in Banks. In 2024, only 30% of U.S. consumers had trust in their bank and its practices,
according to Ipsos Global, trust in financial services providers remain close to the bottom among all
business sectors and industries, according to Edelman.
•Digital Wallets Are Increasingly Popular. Digital wallets are a convenient and secure method to store
various payment methods and manage loyalty cards. Their popularity with consumers is expected to drive
20% annual growth in their use through 2027, according to the Market Opportunity Study.
•New Avenues for Consumer Spending Growth. Through 2027, e-commerce global retail sales are
expected to grow by 12% CAGR, according to the Market Opportunity Study, as consumers demand the
ability to shop anywhere at any time and buying online becomes increasingly easier with advancements in
logistics and payments.
•Concerns about Data Security. Over 50% of consumers say they have abandoned an online
purchase due to security concerns, according to a Make Trust Pay study in 2025.
•Commerce-Aligned Advertising Models Gaining Share. Commerce media, where advertisements are
placed alongside shoppable inventory, is projected to grow by a 19% CAGR through 2027, compared to the
projected 9% growth for the broader digital advertising market, according to the Market Opportunity Study.
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The Klarna Network
Over the past 20 years, we have built the next-generation commerce network that connects
consumers and merchants globally.
Our Network Efficiently Connects Consumers and Merchants
We enable next-generation payments through direct relationships between consumers and merchants.
Through our network, consumers can find and pay for goods, services and experiences in a highly efficient
and flexible manner, and merchants are connected with more—and more empowered—consumers. We
have built our network to directly connect consumers and merchants, removing reliance on card networks
or issuing banks, which provides us with better data and a cost advantage compared to traditional
providers. Consumers and merchants entrust us directly with their data. We use this data, including 2.6
billion data points collected in the year ended December 31, 2025, to better understand consumer
preferences, more accurately underwrite consumer credit, provide clearer indications of consumer
purchasing power and help merchants build trusted, brand-aligned relationships. We are able to provide
our consumers and merchants key insights and services, in addition to payment processing, to facilitate
more efficient commerce experiences. Our network also removes middlemen from a typical transaction,
resulting in lower fees for both consumers and merchants. We believe that we operate one of the largest
account-to-account (A2A) networks in Europe and the United States with direct connectivity to over 15,800
banks as of December 2025. This allows us to offer consumers the option to Pay in Full (i.e., debit) and to
settle payments in a simple and cost-efficient manner by direct bank transfer. Our network offers the
benefits of open and closed networks. We open our network to a broad consumer and merchant
ecosystem, similar to Visa, MasterCard and Amex, but also benefit from our proprietary closed-loop
network where we issue, fund, process and settle the entire payment, while retaining a direct relationship
with our consumers.
Our Network Sits at the Center of a Global Ecosystem
We partner with a range of global constituents that facilitate commerce to make our network more
ubiquitous and efficient for our consumers and merchants. Our network integrates with PSPs, who help
grow our merchant presence, and traditional banks, card networks and open banking providers, who help
facilitate payments. We also partner with commerce enablers (i.e., companies that offer end-to-end
services to help businesses operate their stores) and technology partners to provide merchants holistic
commerce solutions, in-store payments providers to facilitate offline transactions and shipping and return
logistics providers who help our consumers manage purchases. By integrating Klarna with Apple Pay and
Google Pay, our consumers can use Klarna’s payment solutions wherever Apple Pay or Google Pay is
available online in the United States as well as, in the case of Apple Pay, in the U.K., without having the
Klarna card. We allow hundreds of partner companies to integrate into our open network, which improves
the value proposition we provide our consumers and merchants by making Klarna available at more
checkout points.
The Scale of Our Network Makes Klarna a Critical Growth Partner for Merchants and the Preferred
Commerce Network for Consumers
With 118 million active Klarna consumers distributed globally as of December 31, 2025, Klarna provides
merchants with an extensive network and solutions for customer acquisition and loyalty, driving higher
conversion and AOV as well as improved retention. We believe that merchants and other payment
ecosystem participants recognize the value that we bring through the scale and reach of our network and
see us as a critical growth partner. Merchants have the opportunity to benefit from our network across the
globe. Similarly, consumers enjoy the benefits of searching, discovering and paying by Klarna, across our
approximately 966 thousand merchants as of December 31, 2025, knowing they will have a positive
consumer experience with our network’s abundance of choice, price comparison features and payment
flexibility.
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We Have Built Market-Leading Underwriting Capabilities
We believe that our credit underwriting capabilities differentiate us from other payment networks and
improve our overall commerce experience. With enhanced underwriting, our consumers have access to
numerous payment methods that help promote their financial well-being while our merchants drive
additional sales. Our proprietary data, including purchase behavior from approximately 3.4 million
transactions per day on average in the year ended December 31, 2025 made by 118 million active Klarna
consumers, underpins our underwriting capabilities. With this data, we are able to make decisions in
seconds, fully automate our process and underwrite every transaction in real time. We also provide a small
spending capacity to consumers, which gradually increases over time as consumers responsibly spend
more with Klarna, and clear repayment terms that encourage borrowers to repay on time, a unique
approach to extending consumer credit compared to market alternatives. In the year ended December 31,
2025, our average balance per active Klarna consumer was $124 (Pay in Full: $0; Pay Later: $120 Fair
Financing: $393) (compared to an average balance per credit card of approximately $6,961 in the United
States in 2025, according to Experian). Based on contractual repayment schedules, our weighted average
life (WAL) was approximately 39 days (27 days for Pay Later and 109 days for Fair Financing) (compared to
a typical loan duration of more than five years at a typical Nordic bank in 2024, according to publicly
available information, and an average of 2.5 years of a typical U.S. personal bank loan in Q1 2025,
according to TransUnion). We believe this differentiated underwriting process provides more value to our
consumers and merchants and lowers our credit losses relative to the industry, which drives our more
sustainable financial performance.
Our Network Fuels a Powerful Advertising Solution
We have built a highly differentiated advertising solution based on the close relationship we maintain
with our consumers and merchants and the vast amounts of data they entrust to us. We use proprietary
data, including first-party, SKU-level data, such as browsing, searching, transacting, tracking, returning and
customer service data, to help merchants reach and engage high-intent consumers with relevant
advertisements. We offer brand, search and affiliate solutions to advertisers such that they can connect
with consumers across the commerce journey. We also allow merchants to reach consumers in a
commerce-centric environment, which we believe is the most effective place to reach consumers. These
features, together with our vast amounts of data, allow us to deliver to our merchants marketing attribution
and better measurability and, as a result, a higher ROI on their advertising spend.
We Are a Licensed Bank
We have operated as a licensed bank in the European Economic Area (“EEA”) since 2017, when the
Swedish Financial Supervisory Authority (“SFSA”) approved our application for a bank license. This license
reinforced our position as a stable, trustworthy institution among our consumers and merchants. Our
license enables our differentiated funding strategy by allowing us to fund 95% of our lending activities
during the year ended December 31, 2025 by utilizing deposits, which are highly stable and lower-cost than
other non-bank funding strategies, such as asset-backed financing. As our consumers increasingly trust us
with their savings, we have collected a large and growing pool of consumer deposits ($13 billion as of
December 31, 2025). We also continue to expand the markets in which we collect deposits, including by
utilizing third-party platforms, such as Raisin. We believe that consumers find our deposit platform
attractive due to its ease of account opening, its intuitive digital platform and the competitive interest rates
that we offer. Our business also benefits from an inherent duration gap between our consumer loans,
which had based on contractual repayment schedules, a weighted average life (WAL) of approximately 39
days as of December 31, 2025 (27 days for Pay Later and 109 days for Fair Financing), and our deposits,
58% of which were fixed-term with an average duration of 268 days in the year ended December 31, 2025.
As a result, we can adjust our lending policies more quickly than our deposit base might change. We also
have the ability to deliberately change the length and interest rate on the deposits that we offer to adjust
this duration gap. Finally, our banking license allows us to design and offer financial products and services
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that otherwise could require third-party partnerships, like card issuance, and extensive experience and
investment to ensure compliance with applicable regulatory requirements.
Our Structure Allows Us to Offer Fair and Affordable Products
We operate a sustainable business model defined by lower fees for both merchants and consumers
relative to legacy payment networks, such as credit cards. Merchants and consumers combined paid
1.2 times and 1.5 times more in fees using credit cards than with Klarna in Western Europe and the United
States, respectively, comparing credit card fees in the year ended December 31, 2025 and our current
fees, according to the Market Opportunity Study. Further, the average credit card annual percentage rate
in the United States reached 24% in December 2025, according to Lending Tree, while the average credit
card annual fee was $128 as of July 2023, according to NerdWallet. The revolving nature of credit cards
and the broad use of a minimum balance payment keeps consumers in debt. For example, in 2024, U.S.
consumers paid $254 billion in credit card interest and fees, according to the WalletHub analysis of
Federal Financial Institutions Examination Council (FFIEC) and Federal Reserve data. By comparison, in the
year ended December 31, 2025, consumer fees represented only 31% and 30% of a Klarna transaction in
Western Europe and the United States, respectively. We believe our lower fees promote financial well-
being for our consumers and align our success with that of our merchants. As we help consumers and
merchants save more on each transaction, we give consumers more control over their finances and help
them save money. We believe this positive experience encourages them to remain on our network and
move more of their spending to Klarna, which supports our long-term financial success.
Our network as a whole provides structural competitive advantages, which enable us to independently
develop superior experiences for our consumers and merchants, while keeping costs low and driving long-
term growth. The collective cost advantages of our network accelerate our network effects, while
maintaining our own sustainable financial model.
Better for Consumers
We are revolutionizing the commerce experience for consumers around the world. We help consumers
find personalized brands and products, pay and manage commerce transactions and finances. We do this
through our network that prioritizes safety and fairness to consumers. We help our consumers save time
and money and put them in control of their commerce experience.
Our Consumers
Adults around the world are using Klarna for their everyday spending, both online and in-store, across
many types of verticals. There is no typical Klarna consumer. In fact, in Sweden, our most mature market,
approximately 85% of the adult population were active Klarna consumers as of December 31, 2025. Our
network is built for everyone, and our consumers are diversified across multiple demographics.
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________________
Source: Klarna Global Consumer Survey from Q3 2023, n = 16,370.
On the following pages, we provide testimonials from several of our consumers in different markets.
While these case studies are only a selected sample, we believe that they provide a helpful example of
how these consumers have integrated Klarna in their everyday shopping. In particular, the testimonials are
designed to demonstrate the characteristics of our network and products and services that our
consumers find particularly appealing, the diversity and engagement of our consumer base, the strength of
our brand and the flexibility of the payment solutions that we offer our consumers.
Our Globally Recognizable Brand
Our brand is globally recognizable. Our global NPS in September 2024 was 73, according to our
estimates, which is significantly higher than the average NPS for the finance industry of 44 in our top eight
markets as of March 2023, according to CustomerGauge. As of December 2024, according to our
estimates, we had 40% global brand awareness, as compared to 28% on average for our main competitors,
and a global brand trust score of 54%.
Our brand also defines our relationship with consumers. In a financial services ecosystem filled with
opacity and mistrust, Klarna has created a brand associated with trust, transparency and financial
wellness. This brand resonates with our consumers, merchants, partners and employees.
•Culture. We are curiously bold. It defines the Klarna spirit. We partner with leading media
companies and globally recognized icons, such as Snoop Dogg and Paris Hilton and her media company
11:11 media, to promote our network in fresh, bold ways reflective of our culture and spirit.
•Personalization. Our AI-native product approach makes consumer interactions with Klarna deeply
personal, including recommendations on brands, products and creators.
•Human Connection. We are optimists, making everyday money moments better. We are rebels with
a cause, daring to disrupt but always with a purpose to improve commerce and payments for all. And we
do this all simply—we think less is more. We use words like “money” instead of “funds” and “improve”
instead of “optimize.” These tenets allow us to connect deeply with our consumers.
•Purpose. We care about our planet, and in 2021 launched our Give One planet health initiative to
tackle climate, biodiversity and land degradation crises. Because we support global environmental
initiatives and engage with local communities, our consumers know that we are more than just a
corporation.
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Our Consumer Solutions
Our consumer solutions are built to address the commerce journey:
Find
We allow our consumers to discover and engage with merchants pre-purchase with AI-powered,
personalized recommendations. In 2024, we saw an average of 11.9 million daily pre-purchase interactions
on our network (which include clicks by consumers using our discovery and search tools and on ads
placed on our network) and delivered 838 million leads to merchants (i.e., click-throughs by a consumer to
a merchant’s store from either the Klarna app or our website). Solutions we offer include personalized
inspiration, merchant deals, cashback offers, product search, price drop notifications, price comparison
and the ability to create wish lists. We also offer location-based product and store recommendations. In
2024, this solution had an eight times higher click-through rate than a leading competitor service
(according to WordStream) and resulted in approximately 3.6 billion drive-to-store offer impressions. It also
drove a higher purchase frequency, as consumers utilizing our location services made approximately 53%
more purchases per month than consumers who had these services disabled. By tailoring
recommendations based on consumer location and preferences, we believe that this solution enhances
the shopping experience and helps alleviate the need for in-store product research by consumers. This is
increasingly important, as approximately 87% of shoppers use their smartphone to research products
while shopping in a store at least some of the time, as of the third quarter of 2023, according to
1WorldSync.
Pay
We offer consumers transparent and seamless purchase capabilities through our multiple payment
options that allow consumers to pay in whichever way is most convenient for them, including debit and
credit, without hidden fees or revolving credit. Our payment options have promoted safety and trust since
our inception when we first enabled consumers to pay after receiving their goods. In the year ended
December 31, 2025, we powered approximately 3.4 million daily purchases on average on our network.
Solutions that we offer include our Pay in Full, Pay Later and Fair Financing payment methods. We
continue to innovate our consumer solutions. For example, in 2024, we introduced Klarna balance, which
allows consumers to Pay in Full or make Pay Later payments without connecting a bank account or a
credit or debit card and facilitates the growth of cashback.
Manage
We provide consumers a holistic suite of services to fully understand purchases, track after-purchase
activities such as shipping and returns, and manage personal finances with intuitive financial overviews
and deposit and savings accounts. In 2024, there were on average 8.2 million daily post-purchase
interactions and, in the year ended December 31, 2025, on average, 46 million million of our active Klarna
consumers opened the Klarna app every month. Our solutions include loyalty cards, the ability to track
delivery and returns, AI-enabled customer support, and insights into personal finances. In 2024, 48% of our
active Klarna consumers visited the order information page on the Klarna app every month and had a more
than 80% customer satisfaction score on average between February and August 2024. We believe we have
a significant opportunity to expand into digital retail banking services as well. We have a leading deposit
franchise in Europe that we have offered for 10 years. With Klarna balance, consumers can now also hold a
positive monetary balance with us and add, store and withdraw money, settle existing Klarna debt, collect
refunds and receive cashback. In select markets, we allow consumers to create sub-accounts that help
them compartmentalize their money and create savings goals. We currently offer savings accounts directly
to residents of Sweden, Germany, Austria, the Netherlands, Finland, France, Belgium, Spain, Ireland, Italy
and Portugal. We are also able to collect deposits in Germany, the Netherlands, France, Spain and Ireland
pursuant to a partnership with a third-party deposit-taking platform operated by Raisin.
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Advantages of Our Consumer Solutions
Consumers shop effortlessly on our network. We believe we offer them a more relevant and
convenient way to shop that also provides greater financial control.
•Personalized. Shopping on our network is personalized with tailored search and recommended
content based on past purchase behavior. Consumers receive personalized recommendations and deals
for top products and brands.
•Convenient and Easy. When shopping on the Klarna app, the entire commerce journey is in one
place, including browsing, paying, tracking orders and deliveries, finding receipts and managing returns. We
are reducing the commerce clutter for our consumers.
•Safe and Trustworthy. Since our inception, we have allowed consumers to touch and feel products
before they paid for them by offering them Pay Later solutions. Our payment methods give consumers
confidence to transact.
•Affordable. The majority of our payment options do not charge consumers interest as they allow
consumers to spread the cost of a purchase interest-free. We do not offer revolving credit, and there are
no hidden fees on our network. This results in lower costs for purchases by our consumers than for
average credit card transactions that revolve.
•Transparent and Fair. We believe we provide consumers greater financial control over their
commerce journeys. Our multiple payment methods allow consumers to pay however they choose. They
also have flexible and consumer-friendly terms that are easy to understand. New consumers start with a
small spending capacity that increases as consumers responsibly spend more with Klarna. The repayment
terms are fixed and typically short-term.
Increasing Diversity of Use Cases and Frequency for Our Consumers
We believe that the breadth and quality of our products drive consumers to use Klarna for more of
their purchases and across additional verticals over time. As our markets mature and consumers use our
network for longer, the average consumer purchase frequency typically increases. Similarly, purchases
across verticals also generally become more diversified over time.
Increased Consumer Adoption
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________________
Note: The chart above refers to the last twelve months ended December 31, 2025. The “Years since
launch” axis does not apply to the Klarna card or the typical U.S. credit card frequency data point. U.S.
credit card use frequency based on data by Capital One.
Better for Merchants
We believe we are revolutionizing commerce for merchants, enabling them to succeed on every
mission-critical business priority.
Our Merchants
Klarna is a preferred growth partner for approximately 966 thousand merchants in 26 countries across
the world as of December 31, 2025. In the last twelve months ended July 31, 2025, 48% on average of the
top 100 merchants in each of the major markets we serve (i.e, the United States, the U.K., the Nordics,
Germany, Austria, Belgium, Spain, France, Italy, the Netherlands and Switzerland) chose Klarna to facilitate
payments, based on data from eCommDB and Digital Commerce 360. Our broad adoption across
merchants contributes to our GMV diversification, with no single merchant representing more than 10% of
our GMV in any of our major markets in the year ended December 31, 2025. We power merchants across
different verticals including Fashion & Accessories (H&M, Ray-Ban, Macy’s and Zara), Travel (Airbnb,
Expedia, Booking.com and Cathay Pacific), Sports & Outdoor (JD Sports, On, Patagonia and Decathlon),
Everyday Payments (Uber, Spotify, Walmart and Instacart), Luxury & Premium (Gucci, Farfetch, Vestiaire
Collective and Net-a-porter), Health & Beauty (Sephora, Charlotte Tilbury, Rituals and Benefit Cosmetics),
Home & Electronics (Samsung, Bose, Dyson and Sonos) and much more (Ikea, Ticketmaster, eBay and
Etsy).
On the following pages, we provide several case studies and other examples of what successful
integration with Klarna can mean for our merchants in different verticals. Results achieved by individual
merchants may vary for a number of reasons, including the number and the type of our solutions, products
and services deployed by the merchant, the geography and vertical in which the merchant operates and
the timeframe during which the results are measured, as well as because of our growing global presence
and introduction of new and improved merchant solutions. At the same time, we believe that the examples
that we have chosen are representative of the impact that our network has on enabling our merchants’
growth and the financial and performance results presented are typical of the results that our merchants
generally experience.
Our Merchant Solutions
Our merchant solutions enable merchants to grow their businesses and attract, engage and retain
customers by partnering with Klarna.
•Numerous Channels to Connect to Our Consumers. We want to make it as easy as possible for
merchants to join the Klarna network, accept our payment methods and connect to millions of our
consumers. Merchants around the world can connect to our network through a single shared API and gain
access to our consumers nearly instantly. We make local adaptations as needed in new markets, but the
foundation of our network is built to support a global footprint. We offer multiple channels for merchants
to connect to our network both online and offline, including embedding Klarna payment options at
checkout on their websites or in apps, on the Klarna app, by accepting the Klarna card, in-store solutions
and a full checkout experience that also accepts other payment options.
•Merchant Enablement and Growth Tools. We provide merchants with several merchant tools that
help accelerate the growth of their businesses. We offer a host of solutions that drive conversion at
checkout, such as on-site messaging, which promotes Klarna as a payment method, express checkout,
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which provides a one-click purchase experience, and merchant offers, which promote products and
services selected by the merchant. We also operate a merchant portal that organizes various tasks for
business management such as daily sales overviews or customized settlement reports.
•Advertising to Help Merchants Better Connect with Consumers. We have developed highly
differentiated advertising solutions that allow merchants to reach and engage high-intent consumers in a
commerce-centric environment. We use first- and third-party data, including browsing, searching,
transacting, tracking, returning and choosing replacements, to serve consumers relevant and experience-
enhancing products through ads. Our advertising solutions allow merchants to reach consumers across
their shopping journey, whether in their discovery phase of shopping, or those with demonstrated intent or
ready to transact.
Advantages of Our Merchant Solutions
•Better Conversion Rates. We provide efficient commerce through our multiple payment methods
online and offline. This has helped drive a 20% conversion increase for certain of our merchants since they
joined our network.
•New Customers. We believe that our solutions help merchants acquire new customers more
efficiently than other customer acquisition channels. Our advertising solutions leverage our scale,
consumer and merchant engagement, and first- and third-party data to allow merchants to engage with
consumers in a closed-loop, commerce-native network.
•Higher AOV. Our consumer solutions promote the financial well-being of our consumers while
unlocking consumer purchase power. For example, our study of 83 merchants across different verticals
and geographies concluded that we drove on average 23% higher AOVs for our merchants (from 2022 to
June 2024).
•Fair Merchant Fees. We provide significant value to our merchants and charge fair fees for our
service. We believe that our merchants gain greater benefits with Klarna when compared to other payment
solutions, with fees in line with other providers. On top of this, we also save our merchants’ end customers
money as compared to an average credit card transaction and give them greater control over their
purchases and finances, helping improve both our merchants’ and customers’ experiences.
•Full Brand Control. We want our merchants to leverage our network to define their brand and build
direct relationships with their consumer base. As such, we offer the ability for merchants to promote
themselves in their unique way on the Klarna app and our website. For example, merchants can set up
storefronts on the Klarna app and our website which they design and manage themselves with their own
branding. Direct relationships with consumers drive greater retention, and merchants using Klarna had
46% higher retention in September 2024 compared to legacy payment methods, according to our
estimates.
•Rich Data Insights. Merchants gain rich insights into consumers’ behavior across their shopping
journeys, from browsing and advertising click-through rates to price comparison and cart dynamics,
allowing them to optimize consumer commerce experiences.
The chart below illustrates our expanding partnership with On, one of many globally trusted brands
that joined our network in recent years.
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Accelerating Merchant Growth
2020 2021 2022 2023 2024
Share ofcheckout** 12% 15% 35% 30%* 32%
GMV vs.2020 1x 2x 2x 3x 5x
Revenue vs.2020 1x 2x 2x 4x 9x
________________
Note: On’s expansion to the United States impacted the share of checkout in 2023. Share of checkout
is calculated as Klarna’s GMV share of the merchant’s total GMV generated online (including on the On
app) in our markets. GMV represents the merchant’s total GMV transacted on our network. Revenue
represents the merchant’s total revenue generated on our network.
Source: Klarna’s calculations based on information received from the merchant.
Our solutions have consistently proven to drive merchant growth across different markets and
verticals, resulting in more efficient customer acquisition, higher AOV and better order conversion and
customer retention rates for our merchants, as illustrated by the several case studies presented below.
________________
Note: In 2020, H&M integrated Klarna’s In-app mobile checkout into its app in ten markets. Klarna
payment options were quickly adopted by H&M customers—in these markets, our share of checkout has
reached almost 50% and, in Sweden, 60% of orders from new customers are made through Klarna. In
partnership with us, Sephora has introduced flexible payment options across the United States and
Canada, which have increased customer loyalty and purchase frequency. In 2023, Klarna users shopped at
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Sephora 6.8 times per year on average, compared to four times per year on average for all Sephora
consumers. In recent years, members of Sephora’s Beauty Inside Loyalty program across tiers (Insider, VIB
and Rouge) were two times more likely to use Klarna. Within the program, more than 40% of Klarna users
enrolled in a Sephora loyalty program qualified in the top two tiers (VIB and Rouge), measured by annual
spend. Using our affiliate program, Expedia increased its exposure on the Klarna app through a variety of
channels and placements, including email campaigns and ads. For instance, in 2024, the percentage of
Expedia transactions made by new Klarna customers more than doubled in the United States year over
year. In the United States, through our affiliate program, Expedia and Hotels.com experienced an
approximately 5% increase in their basket size in 2024 year over year. Since 2019, Foodora’s customers in
Sweden have been able to pay for their purchases with Klarna. In August 2024, Foodora decided to use our
advertising solutions to promote on our network. As a result, the purchase frequency of Klarna consumers
increased by 14% in August 2024, as compared to October 2023, and our share of checkout in Sweden
reached 35% on average between August 2024 and September 2024.
Source: Klarna’s calculations based on information received from the merchant.
Proprietary Data, Technology Platform and AI Strategy
Since 2005, Klarna has been a constant innovator in our industry. We were a first mover in the “buy
now, pay later” space, built a disruptive brand when we obtained our banking license, integrated “pay
anywhere” into the Klarna app and leveraged our data to develop highly differentiated advertising
solutions. Today, we are among the very first to adopt AI, which we use to improve consumer
personalization as well as achieve internal efficiencies.
Consumer Data at the Core of Our Technology Platform
The strong trust and engagement we have earned from our consumers and merchants gives us a
unique data advantage. We use consumer data to improve their commerce experience, with an aim to save
them time and money. Our unique data set includes SKU-level data points, including 2.6 billion data points
collected in the year ended December 31, 2025, and the learnings of more than 6.4 billion transactions
conducted on our network to date.
This data powers our understanding of:
•Intent. We understand saved, wish listed and shared items, time spent browsing products,
engagement with deals or campaigns and brand affinity. With such customer intent data, we are able to
predict what our consumers are looking for, and help merchants offer them more relevant products and
ads.
•Purchase History. We have insight into consumer SKU-level purchase history, brand loyalty,
payment method, price sensitivity, purchase frequency, AOV and order return rates. Consumer purchase
history allows us to deeply understand how our consumers like to shop and we can therefore help
merchants drive higher conversion.
•Consumer Profiles. We understand details of our consumers such as purchase power, credit score
and declared interests. With consumer profile data, we know how to relate to each consumer in a personal
and tailored way that builds trust and delivers better commerce experiences.
Our Single, Cloud-Based Technology Platform
Data underpins our technology platform. The platform connects to the many constituents of our
network, including consumers, merchants, PSPs, affiliate networks, credit bureaus and banks, to deliver a
seamless user experience for our consumers and merchants across our core product offerings. Because
we operate a single cloud-based platform, our consumer and merchant solutions are highly scalable and
secure. This underlying technology enables merchants around the world to connect to our network
through a single shared API and gain access to our millions of consumers nearly instantly. We prioritize
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building our own technology and investing in extraordinary engineering talent. As of December 31, 2025,
over 1,500 of our positions, or approximately 53% of our entire organization, were engineering and data
science positions.
We Are an AI-Powered Company
We believe that society will experience vast changes that will be powered by AI. Accordingly, we are
utilizing AI to transform commerce. We harness AI for the benefit of consumers, merchants and our
employees. AI makes us more productive and efficient. As of August 31, 2024, 96% of our employees used
generative AI in their daily work, according to our internal data gathered from OpenAI and our internal AI
tools.
•Generative AI Improves Merchant Conversion and Accelerates Our Revenue. We present consumers
with AI-powered personalized shopping feeds that allow them to discover dynamic and personalized
brand, product and creator recommendations. We have also developed an AI shopping assistant that
enables merchants to make strategic product recommendations to consumers. Our consumer data
platform ensures that our merchants have high-quality customer targeting. These features drive higher
consumer engagement and merchant conversion rates, leading to more transactions from our consumers,
more revenue for our merchants and more revenue for us.
•Generative AI Streamlines the Consumer Experience and Reduces Our Costs. In February 2024, we
launched our AI assistant in partnership with OpenAI, available in the Klarna app. This chatbot enhances
consumer shopping and payment experiences and manages various tasks, such as multilingual customer
service and refunds and returns. Since launch, our AI assistant has achieved the same consumer
satisfaction levels as human agents (according to internal consumer satisfaction surveys), more accurately
resolved issues, reduced repeat inquiries by 25% (based on the number of repeat inquiries before and
after the launch of our AI assistant) and resolved queries in two minutes compared to 12 minutes on
average for human agents, as of September 2024 (based on our service chat log data). Available 24/7 in 23
markets, the AI assistant communicates in more than 35 languages. Since launch, our AI assistant has had
31 million conversations, handling 80% of customer service chats in the year ended December 31, 2025,
according to our service chat log data. We estimate that our AI assistant does the equivalent work of over
700 full-time agents (based on the average monthly reduction in chat and telephone conversations in 2024
following the launch of our AI assistant) and delivered $39 million in cost savings in 2024.
•ML Supplements Our Credit Underwriting. ML enhances our high-frequency, large-scale and real-
time underwriting, which helps drive conversion rates and minimizes credit losses. Our underwriting model
is based on our access to first- and third-party data, including data entrusted to us by our consumers. It
becomes more accurate as our network scales and our ML models analyze growing amounts of data. In
December 2024, our underwriting model had more than two times better predictability of default than the
VantageScore benchmark in the United States, according to our estimates.
•Generative AI Enhances Our Productivity and Drives Increasing Efficiency. We use AI to increase
productivity within our engineering and operational teams. Our engineers and data scientists connect their
work software to the AI copilot that can create and review code, while our legal teams use AI to expedite
document review. We also use AI to minimize external vendor costs. We decreased spending on external
marketing suppliers, such as translation, production, CRM and social agencies, by $7 million in the first
quarter of 2024 (as compared to the first quarter of 2023) and we attribute 37% of this decrease to the use
of AI (based on the savings realized from AI-powered marketing in the first quarter of 2024 and the total
decrease in our spending on external marketing suppliers in that period). We also reduced or canceled
contracts with over 1,700 suppliers following our AI adoption and standardization (based on the decrease
in the number of suppliers we had in 2022, as compared to the number of suppliers in the year ended
December 31, 2025, following our adoption of AI in our operations), and we estimate that we saved $10
million in 2024 from AI-powered marketing. Additionally, we operate an internal knowledge chatbot, which
we call Kiki, that helps employees find information in real time across internal systems. Making information
more readily available across our entire organization with Kiki increases transparency and collaboration
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across our teams, reduces repetition of tasks, boosts productivity, and ultimately reduces our operating
costs. These internal applications of AI have dramatically increased our average revenue per employee in
recent periods.
Our Market Opportunity
Our network addresses substantial and growing market opportunities in payments and digital
advertising. Additionally, there are a number of adjacencies that we believe we have the ability to enter,
including P2P transfers, bill payments and other retail banking services. We continuously strive to develop
innovative products and solutions for our consumers and merchants and will continue to leverage and
invest in our network over time.
Payments Opportunity
We have a track record of building and expanding globally. Annual consumer retail and travel spending
in all markets globally (excluding China), including the markets in which we do not yet operate, is estimated
to be $35 trillion in 2027, based on the Market Opportunity Study, which equals nearly $1 trillion in
payments revenue based on our take rate. Our GMV for the year ended December 31, 2025 represented
less than 0.5% of this global payments opportunity. Our network addresses the $20 trillion consumer retail
and travel market spend opportunity in the markets where we operate, based on the Market Opportunity
Study. We consider our SAM to be the approximately $560 billion payments revenue opportunity
associated with that spend, based on our average take rate in the year ended December 31, 2025, of which
$128 billion related to e-commerce. Our revenue in the year ended December 31, 2025 represented
approximately 0.6% of our SAM.
We believe that we are well positioned to continue to grow faster than the market. Our network is
aligned with important secular growth drivers, including the continued share gain of digital payments and
the declining portion of consumers who use credit cards. For example, based on the Market Opportunity
Study, e-commerce is expected to grow at a 8% CAGR through 2027 and digital wallets are expected to
grow by more than 20%, compared to the 9% expected growth of our SAM.
The payments landscape remains highly fragmented. Even as a leader in certain markets, we see
significant growth potential. In Sweden, approximately 85% of adults used Klarna in 2025, but our wallet
share was still below 7%, according to our estimates. In the United States, as of December 2025, only 11% of
adults used Klarna and our wallet share remains below 3%, according to our estimates. We believe that we
can expand our penetration within existing markets by expanding our network into new verticals and
launching new products and payment channels.
Digital Advertising Opportunity
Global digital advertising (excluding China) represents an over $600 billion market opportunity as of
December 31, 2025, based on the Market Opportunity Study. Our advertising revenue in the year ended
December 31, 2025 represented approximately 0.03% of this global digital advertising opportunity.
We have developed innovative advertising solutions using our SKU-level data, which enables
advertisers to reach high-intent consumers with relevant and engaging advertisements. We believe that
our proprietary data, solutions that reach consumers across their commerce journey and ability to reach
consumers in a commerce-centric environment position us well to capture a significant share of the digital
advertising market.
We have exposure to the fastest-growing segment of digital advertising—commerce media—because
our network provides consumers the ability to shop directly in the Klarna app or on our website.
Commerce media, where advertisements are placed alongside shoppable inventory, is projected to grow
by a 19% CAGR through 2027, compared to the projected 9% CAGR for the broader digital advertising
market, according to the Market Opportunity Study.
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Future Market Opportunities
We are integrated in the everyday shopping of our active Klarna consumers and believe we have the
opportunity to further embed Klarna in their daily financial lives. We already have a significant deposit-
taking business that we have built over the past 13 years, with $13 billion in consumer deposits as of
December 31, 2025. We continue to innovate on our digital retail banking opportunity as well. For example,
we launched Klarna balance in 2024, which allows consumers to hold a positive monetary balance with
Klarna and add, store and withdraw money, settle existing Klarna debt, collect refunds and receive
cashback. We plan to continue to grow our consumer retail banking solutions, which we believe will allow
us to capture new market opportunities.
Our Competitive Advantages
We enjoy several key competitive advantages that have enabled our continued success since our
founding in 2005:
•Compounding Network Effects. Klarna enjoys powerful network effects. Our personalized, highly
engaging consumer experiences drive consumers to our network. As more consumers engage at scale,
more merchants join our network and grow their businesses. As more merchants join the network,
consumers benefit from increased selection across verticals, channels and geographies, and can purchase
more frequently using, and demonstrate preference for, our network. Klarna has established a high-utility,
high-frequency model, enabling the purchase of everyday goods and services that benefits both our
consumers and merchants.
•Trusted Brand, Global Distribution. We have built a brand that is distinctly global, universally
recognized and well-loved by consumers and merchants, an accomplishment that we believe is rare
among businesses that provide payments and financial services. Our global NPS in September 2024 was
73, according to our estimates, which is significantly higher than an average NPS of 44 for the finance
industry in our top eight markets as of March 2023, according to CustomerGauge. As of December 2024,
we also had a higher global brand awareness (40%) than the average of our main competitors (28%),
according to our estimates. The strength of our brand contributes to our global scale. Our approximately
118 million active Klarna consumers and 966 thousand merchants as of December 31, 2025 operated in 26
countries around the world. Our merchants include global leaders across verticals, such as Walmart,
Airbnb, H&M, Nike, Uber and eBay. The ability to provide merchants with global access to consumers
almost instantly once connected to our network is a critical competitive advantage.
•Industry-Leading AI Adoption and Implementation. Klarna has been an early and leading adopter of
AI. Our network and AI capabilities are powered by a unique proprietary data set, built on SKU-level data
points, including over 2.6 billion data points collected in 2025, and more than 6.4 billion transactions
conducted through our network since our founding. We also utilize ML in our business, in particular to
increase the speed and accuracy of our proprietary underwriting model. Consumers and merchants
entrust us with their data because we use that data for their benefit by improving their experience with
Klarna, as more fully explained below:
•AI improves conversion and accelerates our revenue. We present consumers with AI-powered
personalized shopping feeds, leading to more transactions on our network.
•AI streamlines the consumer experience and reduces our costs. In February 2024, we
launched our AI assistant in partnership with OpenAI. Our AI assistant has handled 80% of
customer service chats in the year ended December 31, 2025 (according to our service chat
log data), with no drop in consumer satisfaction levels since its introduction (according to
internal consumer satisfaction surveys).
•ML supplements our credit underwriting. ML enhances our high-frequency, large-scale and
real-time underwriting.
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•AI transforms our productivity and drives increasing efficiency. AI adoption—including the
related reduction in the use of third-party suppliers and vendors and the adoption of the AI
copilot to create and review code—has led to internal efficiencies. Our average annual revenue
per employee at period end has increased from approximately $344,000 in 2022 to
approximately $1,240,000 in the year ended December 31, 2025.
•Scalable Technology Platform. Our network is powered by a single, AI-enabled cloud-native
technology platform that facilitates connections across the global ecosystem. Businesses ranging from
PSPs, traditional banks, card networks and open banking providers to commerce enablers, technology
partners, in-store payment providers and shipping and return logistics providers join our network through a
single shared API to enable fast and global connectivity nearly instantly.
•Diversified and Sustainable Business Model. Our diversified revenue model, based primarily on
merchant fees, aligns the interests of merchants, consumers and our business. The proportion of our
revenue generated from merchants, consumers and advertising is generally more balanced compared to
many of our competitors in the payments and the banking industries, who tend to depend more heavily
than we do on either merchant revenue or interest income. Our banking license provides us with a
diversified, flexible funding toolkit and enables us to maintain a low-cost, stable funding model based on
consumer deposits as well as the ability to actively manage our balance sheet through a range of
complementary funding and risk-transfer mechanisms as we scale. We currently offer savings accounts
directly to residents of Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, the
Netherlands, Norway, Poland, Portugal, Spain and Sweden. We are also able to collect deposits in Germany,
the Netherlands, France, Spain and Ireland pursuant to a partnership with a third-party deposit-taking
platform operated by Raisin. Our banking pedigree adds rigor to our underwriting processes, which are
designed to continuously improve our credit decisioning and monitoring. These factors, combined with our
efficient go-to-market model defined by a recognizable brand and partnerships with top global merchants,
PSPs and commerce platforms, drive leverage in our operating model.
•Durable Growth Profile, with Scale Efficiencies. Our network connects millions of consumers and
hundreds of thousands of merchants at scale to power global commerce. Our scale enables our efficient
growth. More consumers attract more merchants to our network, which, in turn, attract more consumers.
As we have scaled our operations over the last 20 years, we have optimized our cost structure and driven
meaningful operating leverage in the business. For example, from 2023 to the year ended December 31,
2025, our operating loss improved by 29% while our transaction margin dollars increased by 14% and
operating margin by 8 percentage points during the same period.
Our Growth Strategies
Our vision is a world where Klarna empowers everyone, everywhere, through seamless commerce
experiences—as a personalized, trusted assistant making financial empowerment effortless. Success in the
future will belong to global companies with lean technology and best-in-class customer acquisition models.
We believe the foundations of our network that we have built and our strategic initiatives position us to
deliver on this vision.
Our unique go-to-market strategy, with a recognizable brand and partnerships with top global
merchants, PSPs and commerce platforms, enables us to introduce new consumers and merchants to our
growing network effectively. By combining this acquisition engine with a proven approach to building
consumer and merchant engagement and trust, we believe we are well positioned to expand our
commerce and financial offerings, as an everyday spending and saving partner.
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Our strategic priorities to fuel our future growth include:
•Klarna at Every Checkout. We seek to continue to grow the number of merchants on our network
and enable their success.
•Leverage our proven global go-to-market merchant strategy. We have a winning approach that
has secured approximately 966 thousand merchants across 26 markets globally as of
December 31, 2025. Our success spans multiple verticals, with an average of 48% of the top
100 merchants in each of the major markets we serve (which include the United States, the
U.K., the Nordics, Germany, Austria, Belgium, Spain, France, Italy, the Netherlands and
Switzerland) already on our network, reinforcing Klarna as a preferred partner for merchants
worldwide.
•Deepen our partnerships with PSPs. We plan to make Klarna available at more checkout points
by PSP integration that will make Klarna a default payment method of our partners, like Stripe,
Worldpay, Adyen, Nexi and J.P.Morgan Payments.
•Expand into new verticals. We are a market leader in the Fashion, Apparel, and Accessories
verticals in most of our current markets. Our recent expansion into additional verticals has
demonstrated that we can replicate that success in verticals with higher transaction frequency
such as Travel (e.g., Airbnb), on-demand Local Services (e.g., Uber, DoorDash and Instacart) and
Subscription Payments (e.g., Spotify). We plan to continue to diversify the merchant verticals
available on our network.
•Partner with digital wallets—seamless integration with Apple Pay and Google Pay. Digital
wallets like Apple Pay and Google Pay are essential distribution channels for Klarna. These
platforms are widely adopted by consumers and frequently used at physical terminals that
support contactless Near Field Communication (NFC) payments. By integrating Klarna with
Apple Pay and Google Pay, our consumers can use Klarna’s payment solutions wherever Apple
Pay or Google Pay is available online in the United States as well as, in the case of Apple Pay, in
the U.K., without having the Klarna card.
•Enter new geographical markets. We have a proven strategy for entering new markets, as
demonstrated by our continued progress in the United States, where we consistently improved
our operating results following our entry into that market in 2019 and started generating
positive transaction margin dollars in 2023. We will continue to seek attractive new markets to
enter.
•Klarna Card in Every Wallet.
•We envision Klarna becoming the default payment method for our millions of active Klarna
consumers and future consumers. With the Klarna card, we are making it easier for consumers
to enjoy our popular flexible payment options, both online and offline. This flexibility is helping
us extend Klarna’s reach into the offline world, driving adoption of our payment options across
a wide range of consumers, regardless of their credit score.
•The Klarna card has proven to boost the average purchase frequency by 2023 by three times
in Sweden and eight times in Germany since it was first introduced in those markets, allowing
consumers to pay in ways that suit them best—whether using Pay in Full, Pay Later or Fair
Financing.
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•Klarna Card GMV growth increased from 92% in Q3’25 to 209% in Q4’25, with December growth
reaching 261%. The Card now represents 15% of total transactions, supported by both rapid
user adoption and higher transaction intensity.
Increased Use of Klarna Card
•Next-Generation Digital Financial Services. As a digital-first neobank, Klarna’s services are
automated, insight-driven and designed to be transparent, fair and intuitive. We partner with PSPs,
traditional banks, card networks, commerce enablers, technology partners, merchants and
shipping and return logistics providers to improve the commerce experience for our consumers.
This breadth of our ecosystem, coupled with our extensive portfolio of licenses and regulatory
authorizations, allows us to provide consumer services that others cannot, such as instant refunds,
cashback, real-time debit or order and return tracking. These features save consumers time and
money and effortlessly put them in control of their finances.
•Your New Lifestyle Partner: Where Smart Spending Begins. Traditional credit cards often entice high
spending consumers with the allure of concierge services that promise life-changing benefits but
frequently fail to deliver. We are redefining lifestyle services by becoming the genuine partner that truly
enhances the everyday shopping experiences of all of our consumers.
•Leveraging our unique insights from proprietary data, including first-party, SKU-level data, we
offer personalized services that act as a true utility for consumers. This deep understanding
enables us to tailor individualized offers for goods and services today and, in the future, we
expect to expand into personalized financial services. By delivering highly relevant
recommendations and exclusive deals, we not only enrich the consumer experience but also
attract a growing number of merchants eager to advertise with us, recognizing the value of
reaching engaged and satisfied customers.
•Our AI-powered personal assistant is at the heart of this transformation, making the consumer
journey both effortless and joyful. It anticipates needs, simplifies decision-making and adds
delight to every interaction.
•Consumers gain access to Klarna’s subscription tiers, allowing consumers to earn cashback
and unlock additional benefits such as exclusive deals, travel protection and travel perks
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(including airport lounge access on higher tiers), and bundled digital subscriptions (e.g.,
Headspace, The Times and Condé Nast titles), designed to deliver greater convenience,
savings, and an enhanced everyday experience.
•AI-Powered Efficiency. We are a global centralized technology platform powered by AI. AI allows us
to reduce external vendor expenses, increase internal productivity and better manage global compliance,
regulation and banking operations centrally with fewer employees and more consistency. AI allows us to
drive scale efficiencies greater than what was previously thought possible, allowing our deep talent pool to
focus on innovation and growth.
Our Solutions and Products
We provide consumers and merchants a number of solutions, including payment, advertising and
digital retail banking, through several channels. We offer several commerce features.
Payment Solutions
We provide a broad range of payment options that allow consumers to purchase how they choose,
both online and offline.
•Pay in Full. Pay in Full instantly settles purchases at the time of the transaction. Payment methods
vary by market and may include direct debit from bank accounts, credit and debit card or digital wallets.
In a Pay in Full transaction, we charge the merchant a fee after a successful transaction and the
consumer pays no fee. In the fourth quarter of 2025, Pay in Full represented 10% of our GMV.
•Pay Later. Pay Later enables consumers to purchase goods or services at the time of the
transaction and pay the full amount at a later date. The most common version of Pay Later is Pay in 30,
where the consumer pays 30 days after purchase. We also offer Pay Later as Pay in “N,” which allows the
consumer to split their purchase into multiple installments which begin with a first payment when a
purchase is initially made. The most common installment plans are Pay in 3, when installments are paid
every 30 days, or Pay in 4, when installments are paid every 14 days. All of our Pay Later products are
designed to be fee- and interest-free for the consumer. As a result, Klarna pays the merchant on behalf of
the consumer when the order is placed and, generally, our consumers do not pay a fee or interest, with our
fees being generated from merchants who offer the payment method.
In a Pay Later transaction, we charge the merchant a fee after a successful transaction, and the
consumer pays no interest on the deferred or installment payments unless the consumer chooses to
utilize one of our payment flexibility features. In the fourth quarter of 2025, Pay Later represented 78% of
our GMV.
•Fair Financing. Fair Financing allows consumers to pay for their purchase over a longer duration,
which ranges from three to 48 months.
In a Fair Financing transaction, we charge the merchant a fee after a successful transaction. In
addition, consumers typically pay interest for this payment method. In the fourth quarter of 2025, Fair
Financing represented 12% of our GMV.
Advertising Solutions
Our commerce solutions have enabled us to build a highly differentiated advertising solution based on
the close relationship we maintain with our consumers and merchants and the vast amounts of data they
entrust to us.
•Sponsored Search. Sponsored search allows merchants to reach consumers with intent. Sponsored
search allows merchants to pay for premium placement of their products in consumers’ search results.
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•Affiliate Program. Merchants can partner with Klarna as a premium publisher to place shoppable
inventory in front of high-intent Klarna consumers. For example, we offer a dedicated shelf, which is a full
carousel in a consumer’s home feed for a merchant to promote various products.
•Brand Ads. Brand ads are delivered via a programmatic advertising ecosystem (i.e., automated
process of buying and selling digital advertising through the use of programmatic software) in which we
partner with third-party providers that connect us to advertisers. As a publisher, Klarna offers access to
ads inventory, which is the total amount of ad placements or ad space a publisher has available for
advertisers to purchase, and consumer audiences, which drives awareness and traffic for advertisers. We
also partner with third-party providers, such as advertising supply-side platforms, to scale beyond our
current merchant reach.
We generate advertising revenue from fees we collect from merchants using our advertising solutions.
Typically, fees from sponsored search and brand ads solutions are charged using a cost-per-click and
cost-per-mille (i.e., cost per thousand impressions) fee rate, respectively. Fees from our affiliate program
are based on a cost-per-action or a cost-per-click rate or the merchant pays a flat fee for the entire
campaign. In the year ended December 31, 2025, we recognized advertising revenue of $190 million in the
aggregate from our affiliated program, sponsored search and brand ads solutions.
Digital Retail Banking Solutions
•Klarna Balance. Consumers can hold a positive monetary balance with Klarna by using our Klarna
balance solution. They can also add money and withdraw money, settle existing Klarna debt or receive
refunds or cashback (currently, up to 10% when shopping using the Klarna app).
Klarna balance also offers additional features in select markets, such as flex accounts, which are sub-
accounts that allow consumers to compartmentalize money and create savings goals, and fixed-term
accounts, which are savings accounts at market-leading higher interest rates.
•Deposit and Savings Accounts. Consumers in geographies where we offer deposit accounts can hold
a variety of accounts, including fixed-term deposits, savings and bank accounts. We focus on providing
secure, easy-to-access and cost-effective savings solutions.
•Financial Insights. Consumers can manage their personal finances through the Klarna app. We offer
insights into spending patterns and behavior over time. For example, consumers can view reports that
show spending by category, and analyze their spending activities in comparison to their saving activities.
Based on these insights, consumers can set a monthly budget and a personal limit on their Klarna
spending to help them stay within their budget.
We do not charge fees for utilizing our digital retail banking solutions. However, we may earn interest
income on consumer funds deposited with us.
Channels
Consumers and merchants connect to our network through a number of different channels. Our
payment methods are offered in these channels.
•Klarna Payments. Klarna payments allows merchants to add Klarna as a payment method to their
online checkout, on our website or the Klarna app. Merchants can choose how they integrate with Klarna
payments—directly through our API or via their preferred platform, such as one of our partner PSPs.
•Klarna App. The Klarna app creates one holistic commerce destination experience for consumers.
It also presents merchants with a single streamlined location to reach our consumers. Merchants can
reach our consumers with shoppable inventory, stores that link to their own websites and relevant
advertisements, all within the Klarna app.
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Consumers can also request a virtual one-time card within the Klarna app, browser extension or
website or pay with our payment methods at any online or physical store that accepts Visa. Consumers
check out with the merchant as if they were using any other Visa card and then receive a payment plan
with Klarna, which they can manage on the Klarna app. With a one-time card, consumers can use our
payment methods at almost any merchant.
•Klarna Card. The Klarna card allows consumers to access our payment methods in any physical
store or online setting without the need for merchant integration to the Klarna network. The Klarna card
differs from a traditional credit card in that it allows consumers to choose any of Klarna’s payment
methods at the time of each transaction, offering differentiated flexibility and choice. The Klarna card has
no annual or other ownership fee and customers are not charged interest on their purchases made with
our Pay Later payment option or foreign exchange fees when using the Klarna card abroad. The Klarna
card is available virtually and physically, and can be used with Google Pay and Apple Pay. The Klarna card
is available today in Sweden, Germany, the U.K. and the United States.
•Apple Pay and Google Pay. Apple Pay users in the United States and the U.K. have access to Klarna’s
flexible payment options, including Pay Later and Fair Financing, while Google Pay users can access them
in the United States. This integration makes our solutions even more accessible to consumers as they now
can make purchases using Klarna directly on an iPhone, iPad or another mobile device, in the Klarna app
and online with Apple Pay or Google Pay.
•Klarna In-Store. Klarna in-store provides a seamless, flexible and consistent payment experience
designed for physical stores. All of the payment methods available online can be offered in-store.
Membership Program
We launched a membership program in conjunction with the Klarna Card offering. During the Klarna
Card sign-up process, consumers can choose between four membership tiers—Core, Plus, Premium, or
Max. Benefits vary by plan and may include up to 2% cashback on debit purchases, access to selected
third-party subscriptions, travel and purchase protection, exclusive offers, and dedicated customer
support. Depending on usage and tier, the combined value of these benefits can be significant over the
course of a year.
As consumers increasingly seek flexible and cost-effective ways to manage their spending, Klarna’s
membership model is designed to meet these evolving preferences by combining everyday payment
functionality with added value services in a single offering.
Commerce Features
We offer multiple commerce features for consumers and merchants throughout the commerce
journey.
•Personalized Inspiration. We present consumers with an AI-powered shopping feed organized into
sections filled with merchant-specific stores or products categorized by type, key trends or deals. Our
shopping feed typically includes relevant advertisements as well. In 2024, this feature had an eight times
higher click-through rate than ads displayed on a leading social media platform (based on our internal data
and industry information collected by Filip Konecny), and from December 2023 to November 2024,
generated more than 950 million impressions. We believe that personalized, curated advertising offerings
are critical to effectively drive merchant success as more consumers become tired of intrusive and
inefficient online ad campaigns. In 2024, 31.5% of internet users worldwide reported using an ad blocker,
according to Backlinko.
•Product Search and Price Comparison. Our search functionality is designed to assist consumers in
finding the perfect product and address the many deficiencies of the on-site search experience of online
retailers. According to Nosto, leading retailers surveyed across North America and the U.K. attribute
approximately 39% of all traffic bouncing (i.e., shoppers leaving immediately) to poorly performing search
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features and shoppers failing to find relevant products. For example, 44% of shoppers reported that it took
at least three minutes to find the product they need in the search results. In the search for the right
product, sponsored adds are often prioritized over more helpful and relevant search results. For example,
in the fourth quarter of 2021, shopping adds accounted for 59% of all clicks on Google paid advertising.
Our consumers can search for specific products by using the search field or filters on the “Shop” tab
of the Klarna app. Our search field or filters explore inventory across multiple merchants so that
consumers are not confined to a single merchant’s inventory, allowing them to explore a wide range of
products seamlessly. In December 2024, there were on average more than 91 million products available for
search on the Klarna app every day, an increase of more than six times year over year.
We also provide a price comparison tool that tracks the price history of any item, showing how the
price of any item has fluctuated over time. This tool empowers consumers with the information they need
to decide whether to buy now or wait for a better deal.
We also provide rich product content within our search results, including reviews and shipping
information. All of these features help consumers make informed purchase decisions.
•Cashback Offers and Merchant Deals. We offer multiple ways for consumers to save while shopping
on our network. We present cashback offers on certain purchases. We utilize cashback strategically to
boost Klarna app shopping frequency and volume. Unlike many other cashback and loyalty programs, our
cashback system is straightforward—all cashback earned is reflected on our consumer’s Klarna balance as
cash that can be used at any of our merchant stores. We believe that this simplicity encourages our
consumer to take advantage of more cashback offers, which contributes to the continued use of our
Klarna balance solution.
We also present merchant deals to help consumers take advantage of discounts. Deals are merchant-
funded discounts that merchants offer our consumers to increase conversion and drive sales. Some of our
past campaigns have led to an increase in incremental GMV by up to 200% during the promotional period
and have also increased new customer acquisition for our merchants.
•Wish Lists. Consumers can save products, buy again, create collections and continue shopping in a
single convenient location with their wish list. These wish lists can be shared among consumers.
Consumers creating wish lists provide us with strong intent signals about their future purchases. Wish lists
are also an integral part of the modern e-commerce for many consumers. For example, as of the third
quarter of 2023, approximately 39% of consumers used wish lists to save products they wanted to
purchase later, compared to 12% of consumers, who used shopping carts for that purpose, according to
Bizrate Insights. In 2024, every day there were on average approximately 31 thousand products saved on
the Klarna app and approximately 10 thousand price drop alerts sent. In 2024, our consumers saved
approximately 42.5 million items to their collections.
•Loyalty Cards. We provide consumers a single place to store and access digital loyalty cards. This
provides a streamlined way to collect points at consumers’ favorite stores.
•Delivery Tracking, Returns and AI-Enabled Support. Delivery tracking allows consumers to track their
orders in the Klarna app, which provides status updates and live tracking of package location. Tracking
gives consumers increased visibility and control over their deliveries.
Consumers can also begin a return and track return status on the Klarna app. We provide customer
support, enabled by our AI capabilities, for the returns process and for a number of other consumer
inquiries that may appear throughout the commerce journey as well.
•Klarna Memberships. Klarna Memberships, our subscription program, allows consumers to choose
between four membership tiers—Core, Plus, Premium, or Max. Benefits vary by plan and may include up to
2% cashback on debit purchases, access to selected third-party subscriptions, travel and purchase
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protection, exclusive offers, and dedicated customer support. Depending on usage and tier, the combined
value of these benefits can be significant over the course of a year.
•On-site Messaging. On-site messaging allows merchants to promote Klarna as a payment method
during the consumers’ commerce journey. Merchants are able to inform shoppers about promotions,
credit availability and the option to use Klarna as a payment method. This is a highly effective method to
increase conversion.
•Express Checkout. Express Checkout helps merchants increase conversion and minimize cart
abandonment. Express Checkout pre-fills consumers’ details at checkout, creating a faster, more
enjoyable shopping experience. Express Checkout is available to all merchants who use Klarna Payments
and can be placed at any step of the checkout journey, for example, at product pages or in the shopping
cart.
•Sign in with Klarna. Sign in with Klarna allows users to quickly sign up or sign in to a website or
application using their existing Klarna account. This eliminates the need for passwords and offers a pre-
filled checkout, which saves time for consumers and enhances conversion rates for merchants.
•Klarna Merchant Portal. Klarna Merchant Portal provides merchants, including H&M and Sephora,
valuable business intelligence and analytics. Merchant tools include daily sales overviews, summary high
priority to-do lists, a view of both online and in-store sales, the ability to fulfill multiple orders on the go
with a single click, summarized consumer disputes in one place, customized settlement reports to best
suit merchants’ chosen accounting system and immediate answers via Klarna’s Help tool, which is
available 24/7 via chat, phone or email.
Consumer Credit Underwriting
Some of our payment methods, including Pay Later and Fair Financing, involve extending consumer
credit. Pay Later enables consumers to purchase goods or services at the time of the transaction and pay
the full amount at a later date. Fair Financing allows consumers to pay for their purchase over a longer
duration. We have designed our short-term credit products to serve a wide range of consumers, including
those with varying credit histories and borrowing needs. Rather than targeting a specific credit segment,
our underwriting processes aim to responsibly provide our credit products across a broad customer base.
To that end, we operate an ML-enabled, high-frequency, large-scale, real-time underwriting process. We
target smaller-ticket transactions with a risk framework that we believe offers a more limited, standardized
credit range (compared to traditional multi-product banks) and minimizes counterparty and consumer
credit exposure. Our goal is for our consumer credit portfolio to be resilient during volatile economic
conditions.
Historically, we have been able to improve our operating results and expand our transaction margin
dollars following each new market launch. As markets mature, returning customers increase, leading to
more frequent use. Higher frequency has driven increased scale, which improves the data we use to
underwrite, reducing losses for both new and existing consumers. This approach has led to decreasing
operating losses and allowed all 10 markets that we launched before 2020 to generate positive transaction
margin dollars in year ended December 31, 2025.
Consumer Credit Underwriting Process
We undergo a five-step consumer credit underwriting process. The entire process is automated and
takes place in real time as consumers navigate through checkout:
(1)Identification. We seek to understand if the consumer is new to Klarna. Using a combination of
internally built identification models, external data and common practice authentication tools, we match
consumers’ inputs to our internal databases of existing consumers.
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(2)Policy Rules. We seek to understand what types of credit we can extend to the consumer. We
maintain comprehensive credit and fraud policies, which determine product eligibility, such as total debt
limits, restrictions against lending to consumers with a history of fraud and abuse, restrictions against
lending to consumers in default and age restrictions.
(3)Risk Scoring (ML-Based Model). We seek to understand the consumer’s creditworthiness. We assess
the consumer’s probability of default based on transactional data, consumer data (internal purchase and
payment history) and credit bureau data and utilize external factors such as merchant data.
(4)Debt Limits and Real-Time Unit Economic Decisions. We seek to understand if lending to a consumer
is aligned with our risk appetite.
(5)Decision. We assess transaction fraud risk and issue a final credit decision separately for each
transaction. The final credit decision is determined based on our credit risk model score, the consumer’s
total Klarna debt relative to transaction limits and other defined rules such as income, affordability or
certain high-risk merchant categories.
Dynamic Underwriting
Our underwriting model is dynamic, optimized for sustainable lending that puts the consumer first. This
compares to the more traditional credit card-based underwriting that is typically done only once when a
consumer signs up for a credit card and is designed to maximize profitability for the lender.
Our underwriting is defined by:
•Real-Time Consumer Data. We build real-time views of a consumer’s financial situation when
underwriting, by combining credit bureau data, internal insights and open banking data.
•Underwriting Decision for Every Transaction. For every purchase, we make a new real-time
underwriting decision and fraud assessment. We utilize advanced proprietary decisioning capabilities that
leverage our vast data sets, dynamic API calls, early abuse detection and pattern recognition.
•Small First Purchase Capacity and Gradual Increases. New consumers start with a small spending
capacity, which increases gradually subject to repayment history. Accounts are frozen if payments are
missed.
•Clear Repayment Terms That Promote the Ability to Repay. We provide consumers clear repayment
terms that are fixed and short-term. We also do not allow consumers to borrow in cash or withdraw money
from an ATM.
As we process more transactions, our credit models continuously improve to achieve increased
performance in credit modeling and scoring. The predictive accuracy of our models is demonstrated by a
notable improvement in our Gini score over time. In the credit scoring context, a Gini score is a scale of
predictive power from 0 to 1, with a higher Gini score indicating higher predictive power. For example, in
the United States, our Gini score improved from 0.36 in 2019 to 0.78 in the fourth quarter of 2025, while
also representing a significant advantage over the models used by credit bureaus such as VantageScore
4.0, which had a Gini score of 0.43 in the fourth quarter of 2025, according to our credit scoring model. As
a result, our Gini score in the United States, where we expanded in 2019, approached a similar level to our
Gini score in Germany, one of our most mature markets, showing the increased predictive power of our
models as we mature our presence and operations in a new market.
Our high credit modeling and scoring performance allows us to responsibly extend credit to
consumers with different credit scores while maintaining the quality of our loan portfolio. For example, in
the United States and the United Kingdom, our financing products are used by a broad customer base that
includes consumers with both subprime and super prime credit scores (as defined by the VantageScore
4.0 and Experian methodology commonly used in those markets, respectively). At the same time, our loan-
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weighted average consumer credit score in those markets in 2025 qualified as near-prime and prime,
respectively. We also expect that, as we continue to expand our consumer base and further mature our
operations in these markets, in particular the United States, the weighted average credit score of our
consumers will further increase, in line with our most mature markets, including Sweden and Germany. In
addition, our geographical diversification adds further resilience to our underwriting model as our loan
portfolio is not heavily concentrated in a single market. For example, in the year ended December 31, 2025,
Germany and the United States represented 32% and 21% of our GMV (which is closely tied to our loan
portfolio distribution), respectively, with Sweden and the United Kingdom accounting for 13% and 12%,
respectively.
________________
•Gini score indicates the model’s discriminatory power, namely, the model’s effectiveness in
differentiating between “bad” borrowers, who will default in the future, and “good” borrowers, who
will not default in the future. Our Gini score above was calculated for our Pay in 4 payment option
(for the United States) and our Pay Later payment option (for Germany).
•*U.S. Benchmark Gini is calculated using the VantageScore 4.0 model. German Benchmark Gini is
calculated using the Schufa Bank 3.0 model.
Effectively Steering Credit Risk
In addition to our dynamic credit underwriting model, the diversification of our credit portfolio and the
short duration of loans on our balance sheet contribute to our low credit loss rates as compared to the
industry averages in the United States.
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We maintain a diversified portfolio of loans with principal balances across multiple industries and
markets. As of December 31, 2025, we made our financing solutions available in 26 markets to our 118
million active Klarna consumers. This results in diversification across markets and merchant segments.
The charts below show the breakdown of our GMV across various markets and verticals which
contributes to the diversification of our revenue sources and loan portfolio.
Our average order value (“AOV”) in the year ended December 31, 2025 was 103, our average balance
per active Klarna consumer was $124 (Pay in Full: $0; Pay Later: $120 Fair Financing: $393). Our consumers
typically purchase low-value, everyday items with our financing products, which contributes to our ability
to manage credit risk given limited potential losses upon consumer defaults. During in the year ended
December 31, 2025, 86% of our orders were $500 or less.
Distribution of Consumers per Average Order Value in the Year ended December 31, 2025
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We also leverage our short-duration balance sheet to quickly react to market changes. In the year
ended December 31, 2025, based on contractual repayment schedules, the weighted average life (WAL) of
our loans was approximately 39 days (27 days for Pay Later and 109 days for Fair Financing), compared to
a typical loan duration of more than five years for a typical Nordic bank in 2024 (according to publicly
available information) and an average of 2.9 years for a typical U.S. personal bank loan in 2022 (according
to the U.S. Federal Reserve). In the year ended December 31, 2025, 84% of our loans were three months or
less in duration, and 97% of them were one year or less. This allows us to swiftly adjust our portfolio risk
profile. For example, if we decided to implement changes in the underwriting process, as of December 31,
2025, it would only take two months to renew 79% of our loan portfolio.
Time to Renewal
At the start of the COVID-19 pandemic and before the effects of the pandemic on the e-commerce
industry were known, we implemented changes to our underwriting process in light of the expected
macroeconomic distress. The first changes were adopted in just three days and were designed to lower
our risk exposure with respect to new consumers in the United States, a market that we entered a year
before. As a result of those changes, from March to April 2020, our approval rates for the Pay in 4 payment
solution in the United States decreased by 10 percentage points from 67% to 57%. The results were
immediate—our credit losses for our March 2020 purchase cohort to our April 2020 purchase cohort
decreased by 60%, despite record high unemployment rates. We implemented similar changes in the U.K.,
Germany, the Nordics and the Netherlands. As a result, our credit losses in those markets in 2020
decreased by 20% year over year while our GMV decreased by just 3%.
Our Technology
Our global network is built on an AI-powered single cloud native platform. Our technology platform
connects to the many constituents of our network—including consumers, merchants, PSPs, affiliate
networks, credit bureaus and banks—to create a seamless user experience. Our platform uses our data
advantage to deliver streamlined payments, intelligent underwriting, card issuing, open banking, targeted
ads and personalized discovery. Key attributes of our technology platform include the following:
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Fraud Detection and Monitoring Capabilities
We continuously work to prevent, identify and mitigate fraudulent activity. We use a new class of ML
models purpose-built to detect credit abuse and digital fraud. Key inputs to our anti-fraud models include:
•Proprietary Risk Engine. Our sophisticated in-house risk engine is built on data collected over the
last 20 years of operations. When a consumer attempts a purchase, we check over 100 data points as well
as third-party vendors for verification.
•Identity Checks. We verify the identity and addresses of all our consumers against external data
sources, as well as conduct credit checks. Where we do not have sufficient data or cannot receive
sufficient confirmation from our independent data providers, we reject transactions.
•Authentication Checks. We require further authentication checks for certain higher-risk purchases,
where we request additional identity verification information using methods such as knowledge-based
questioning.
Merchant Risk Management
Merchant counterparty risk primarily arises when we act as a payment facilitator and assume the
responsibility of refunding consumers if the merchant does not fulfill its contract with the consumer. Our
technology models leverage our access to significant amounts of data to help manage merchant risk. We
monitor merchant exposures against daily risk limits and take action where appropriate to ensure
exposures remain within established risk appetites. We can mitigate exposures through payment delays,
rolling reserves, insurance and withholding payments.
Ease of Integration
Our technology platform is designed with flexibility and ease of use to make integration as effortless as
possible.
•API Connectivity. We provide a single API for merchants and partners to seamlessly connect to our
network through various channels, such as Klarna Payments and Klarna In-store. For merchants, Klarna API
provides a simple and flexible way to initialize, authorize and manage payments. Payment service
providers can also use our API to enable Klarna as a payment method for multiple merchants.
•Mobile Software Development Kit (“SDK”). Our mobile SDK is the best way to integrate Klarna’s
payment methods into mobile apps. The mobile SDK offers a seamless and straightforward way to render
individual payment methods through our various channels, including allowing consumers to pay with
Klarna Payments, enabling on-site messaging or gaining access quickly to any number of our other
merchant solutions.
•Platform Partnerships. We maintain a robust partner ecosystem that helps merchants and other
partners connect to our network. For example, we partner with other payment providers, e-commerce
enablement platforms, in-store solution providers, marketing software providers and numerous other
partners all of which help their own customers become Klarna merchants.
Our global network thrives on data-driven insights. We aggregate and analyze significant volumes of
data to optimize consumer and merchant experiences.
Our technology platform is:
•Flexible and Fast. ML decisions typically have less than one second latency, ensuring that our
decision-making is quick and efficient for our consumers and merchants.
•Reliable. In the year ended December 31, 2025, our technology platform had 99.979% uptime on
average, ensuring that our networks’ services remained virtually always available.
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•Scalable. We continuously deploy new updates—with an average of over 80,000 new monthly
deployments in the year ended December 31, 2025—to keep our platform at the forefront of innovation and
user needs. Our single technology platform powers our business globally. Every product we bring to market
can be launched globally with only limited local adaptations required.
•Intuitive. The intuitive nature of our technology makes it easier to onboard new engineers.
•Secure. Security is paramount. We aim to identify and patch known vulnerabilities within days of
being identified, ensuring our integrations are not only fast but also secure and compliant with industry
standards.
Sales and Marketing
We believe our global, universally recognized and well-loved brand is central to our sales and
marketing strategy.
Our brand is defined by culture, personalization, human connection and purpose, and we believe these
characteristics allow it to resonate deeply with consumers. We use global multimedia campaigns and
celebrity partnerships, such as with Snoop Dogg and Paris Hilton, to enhance our brand.
We use additional marketing strategies to attract consumers and merchants, including Klarna app
messaging, digital campaigns across search engines, social media presence across multiple platforms and
promotions to incentivize consumers to increase their engagement on our network. Many merchants
onboard the Klarna network using our self-serve capabilities. We also operate a global dedicated sales
team that identifies, onboards and supports merchants, including those who advertise with us.
Our powerful go-to-market strategy is complemented with partnerships that extend our reach to
merchants, such as our deep integration with PSPs. For example, by making Klarna a default payment
method at partners like Stripe, Adyen and Worldpay, we plan to make Klarna available at thousands of
more merchants.
Our Consumer and Merchant Support
Customer Support
Our customer support provides assistance to consumers at every step of their commerce journey,
including help with purchases, account management, returns and merchant disputes. We provide instant
support in any language, callback functionality through the Klarna app and live chat 24/7.
AI is central to our efforts to continuously streamline customer support. Our AI assistant enhances the
shopping and payment experience for our consumers by managing tasks like customer service, refunds,
and returns. Since we launched our AI assistant in February 2024, it has achieved the same consumer
satisfaction as human agents (according to internal consumer satisfaction surveys), resolved issues more
accurately than human agents, reduced repeat inquiries by 25% (based on the number of repeat inquiries
before and after the launch of our AI assistant) and resolved queries in two minutes compared to 12
minutes on average for human agents, as of September 2024, based on our service chat log data. We plan
to continue to leverage our AI assistant to improve customer support.
Merchant Support
Our merchant support team assists merchants across our solutions, including onboarding and sales
management help. We also offer merchants support in their interactions with consumers. For example, we
help them market products and manage orders. Much of this Klarna-facilitated customer support is
provided in the Klarna Merchant Portal.
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We also maintain a merchant-focused website with a list of responses for the most frequently asked
questions to facilitate self-support. If merchants cannot find the information they seek on that website, we
also offer multi-channel merchant support, including online chat as well as email and phone
communication.
Our Employees, Culture and Values
Klarna’s culture is built on integrity, inclusivity and a commitment to our contributors, consumers and
merchants. We take pride in our diverse team of employees who are located in offices across three
continents and represent more than 100 nationalities.
We strive to unlock the full potential of our employees to drive our success. Key attributes of working
at Klarna include:
•Supportive Team Dynamics. We promote positive and collaborative work environments.
•Autonomy and Trust. We empower employees with independence and trust from their leads, which
fosters role autonomy.
•Impactful Work. We enable meaningful contributions from our team and encourage our employees
to embrace challenging tasks for their own professional growth.
•Recognition and Appreciation. We value employee contributions through recognition, awards and
competitive compensation.
•Supportive Leadership. We provide constructive feedback and clear expectations on development.
•Clear Organizational Goals. We ensure a working environment of open dialogue, transparency and
alignment with company objectives.
Klarna’s culture is foundational to our success, driven by ethical values, inclusivity and employee well-
being. We foster a supportive environment such that our employees thrive and significantly contribute to
our achievements.
As of December 31, 2025, 2024, and 2023, we had approximately 2,831, 3,422, and 4,352 full-time
employees, respectively. The reduction in the number of full-time employees resulted from our strategic
decision to reduce our overall headcount and drive operational efficiency by leveraging AI in our business
and focusing on what really matters to our mission. We expect the number of employees to continue to
decrease in future periods.
As of December 31, 2025, over 1,500 of our positions, or approximately 53% of our entire organization,
were engineering and data science positions.
As of December 31, 2025, 1,166 and 530 of our employees in Sweden and Germany, respectively, were
affiliated with labor unions and workers councils, respectively. We believe we have a constructive
relationship with these organizations, and we have not experienced a material strike, work stoppage or
disputes leading to any form of downtime.
Competition
The markets in which we operate are competitive and evolving rapidly, including with respect to
consumer preferences and regulatory landscape. Our network connects consumers and merchants with
comprehensive payment and advertising solutions across multiple markets in Europe, North America,
Australia and New Zealand.
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As a result, depending on the market and a particular product or solution, our network may compete
with any of the following:
•Alternative payment methods, such as credit and debit cards—including those provided by card-
issuing banks such as J.P. Morgan Chase, Citibank, Bank of America, HSBC, BNP Paribas, Barclays, Credit
Agricole, Santander or American Express—and payment networks such as Affirm, Block or PayPal;
•Traditional credit card networks, such as Visa, Mastercard, American Express, Capital One or
Discover;
•Neobanks, such as Revolut or NuBank;
•“Buy now, pay later” solutions, such as AfterPay; and
•E-commerce platforms with merchant enablement solutions, including advertising solutions, and
integrated payment capabilities, such as Shopify, Amazon or Walmart.
We believe the key competitive factors in our market include:
•product and solution quality, for both consumers and merchants;
•operating efficiency;
•early adoption of AI;
•engineering talent;
•brand recognition;
•security and trust;
•our technology platform; and
•our regulatory authorization portfolio.
Our ability to innovate quickly further differentiates our platform from our competition. We believe we
are positioned favorably when seeking to attract consumers because we provide consumers with more
relevant and more convenient commerce experiences. We also compete for merchants and believe we
provide merchants with better consumer acquisition, drive higher AOV and increase conversion, all while
providing them the ability to control their brands.
See “Risk Factors—Risks Related to Our Business and Industry—We operate in an industry of
substantial and increasingly intense competition and may be unable to compete successfully.”
Regulatory Environment
We operate in a complex and rapidly evolving regulatory environment. As a result, we are subject to
extensive regulation, both directly and indirectly (e.g., because of our relationships with bank partners,
including originating bank partners such as WebBank, PSPs and card networks), in various jurisdictions,
including the EU, the United States and the U.K. These laws and regulations cover multiple aspects of our
business and operations and include, among others, banking, lending and financial services laws,
consumer protection laws and privacy laws. They also impact our contractual relationships and
obligations. We could become subject to additional legal and regulatory requirements following future
changes to the applicable regulatory regime in jurisdictions in which we presently operate or may operate
in the future and/or as a result of entering into new geographies or introducing new products, solutions or
services. Such new requirements may require us to obtain additional regulatory approvals or licenses,
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such as for lending, brokering, servicing, collections or money transmission. Our bank partners, including
originating bank partners, also operate in a highly regulated environment, and many laws and regulations
that apply directly to our bank partners are directly and indirectly applicable to us as a counterparty or a
service provider to our bank partners.
Our payment options and consumer lending solutions are relatively novel and must comply with
regulatory regimes applicable to consumer credit transactions, electronic money transactions and
payment services. The regulatory framework applicable to us and our bank partners is evolving and
uncertain as supranational bodies and national, federal and state governments consider the application of
existing laws and adoption of new laws to regulate these structures. Certain banking laws and regulations
apply to Klarna Bank, our banking subsidiary that holds a banking license in Sweden and passports it to
other markets in the EEA, and its branches and subsidiaries, and may also apply to WebBank and our other
bank partners, including those with whom we may seek to partner in the future. In addition, we continue to
monitor the impact changes in U.S. government policies and priorities over the past 12 months will have on
our business going forward. These include continued reforms of trade tariffs, immigration reform and
changes at the agencies that regulate us or our banking partners, including the modification, rescission,
withdrawal or changes to the approach and enforcement of, rules and guidance relating to business
models like ours. We have policies and procedures in place to help us navigate the various and changing
regulatory environments in which we operate, with the goal of managing the long-term viability and
flexibility of our business model, including the manner in which we rely on bank partners. As such, we have
established a business model pursuant to which we may originate loans directly through our network
under our banking, lending, servicing and brokering licenses across various jurisdictions, and we may also
purchase loans originated by our originating bank partners through our network.
For more information on the risks relating to our regulatory environment, see “Risk Factors—Risks
Related to Our Regulatory Environment.”
Banking Regulation
Regulatory capital and liquidity requirements
We are subject to extensive capital adequacy and liquidity requirements, including, among others, the
Basel III framework (including its recent reforms referred to as “Basel IV”), CRD V and CRR. CRD V and CRR
are supplemented and complemented by a set of binding technical standards developed by the EBA. The
capital adequacy framework specifies minimum amounts and types of capital—CET1 capital, AT1 capital
and Tier 2 capital—that we need to maintain (Pillar I of the Basel III framework) sets forth rules for the
internal capital adequacy process and internal liquidity adequacy assessment process (“ICLAAP”) as well
as the supervisory review and evaluation process (Pillar II of the Basel III framework), and specifies
regulatory disclosure requirements (Pillar III of the Basel III framework). The minimum amount of regulatory
capital that we must hold is primarily determined based on our risk-weighted exposure amounts, which
consist of on-balance sheet assets and off-balance sheet exposures weighted according to their
associated risk. These requirements are supplemented by certain capital buffer requirements. .
In addition to capital adequacy requirements, Klarna is subject to regulatory liquidity and funding
requirements. These include, in particular, the Liquidity Coverage Ratio (“LCR”), which requires us to
maintain a sufficient buffer of High Quality Liquid Assets to withstand a severe 30-day liquidity stress
scenario, and the Net Stable Funding Ratio (“NSFR”), which is intended to ensure that our assets are
funded with a sufficient amount of stable funding over a longer-term horizon.
Capital adequacy requirements consist of the following components:
•Pillar I minimum regulatory requirement for credit, credit valuation adjustments, market and
operational risks;
•Pillar II capital requirement for other risks not covered by Pillar I;
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•Capital conservation buffer of 2.50% of our risk-weighted exposure, designed to allow us to remain
a going concern during times of severe financial distress;
•Countercyclical capital buffer of 0.00 to 2.50% of our risk-weighted exposure, designed to allow us
to build up capital during favorable business conditions, set quarterly by the SFSA; and
•Any Pillar 2 requirement that may be communicated by supervisory authorities, intended to
address risks that are not sufficiently covered by other regulatory capital requirements.
In addition, we may be required to hold additional capital following internal capital stress tests conducted
in accordance with the ICLAAP.
Klarna is also subject to a capital requirement based on a leverage ratio, which is calculated based on
total on-balance sheet assets and certain off-balance sheet exposures and does not take risk weights or
capital buffer requirements into account. In addition, supervisory authorities periodically communicate a
guidance, indicating their supervisory expectation for Klarna’s minimum capitalization. While this is not
considered a binding requirement, failure to maintain capital equal to the Pillar 2 Guidance may trigger
supervisory measures including increased capital requirements.
The capital adequacy calculations are conducted for Klarna Bank and on a consolidated basis in
accordance with applicable regulations. See “Management’s Discussion and Analysis of Financial
Condition and Results of Operations—Regulatory Capital Requirements” and Note 3 to our audited
consolidated financial statements included elsewhere in this filing for more information on our capital
adequacy analysis. We are obligated annually to prepare and publish risk management and capital
adequacy reports in accordance with CRR and applicable regulations of the SFSA as well as the EBA
guidelines. As a result of these requirements, we are required to monitor and manage our asset
composition and balance sheet more generally to ensure that we continue to meet the minimum capital
adequacy and liquidity requirements. Any failure to meet such requirements could result in one or more of
our regulators placing limitations or conditions on our operations or growth initiatives, which could affect
our brand and reputation as well as customer and investor confidence, increase our funding costs, or limit
the ability of our regulated subsidiaries to distribute funds to us or our ability to pay dividends in the future
on our ordinary shares.
Bank recovery and resolution regime
We are subject to the EU special resolution regime for credit institutions established by BRRD. BRRD
requires EU credit institutions, including Klarna Bank, to prepare and maintain recovery plans specifying
steps to be taken to restore the long-term viability of the credit institution in the event of a material
deterioration of its financial condition. Credit institutions are also required under BRRD to meet the MREL
Requirement determined by the relevant resolution authority, which in Sweden is the Swedish National
Debt Office (Riksgäldskontoret), acting in accordance with the Resolution Act. BRRD also contains several
resolution tools and powers which may be used by the applicable resolution authority under certain
conditions. Such tools and powers (which may be used alone or in combination with others) include,
among others, a general power to write down all or a portion of the principal amount of, or interest on,
certain eligible liabilities, whether subordinated or unsubordinated, of the institution in resolution and/or to
convert certain unsecured debt claims, including senior and subordinated notes, into other securities,
which could then also be subject to the general bail-in provisions. This means that most of such
institution’s debt is subject to bail-in provisions, except for certain classes of debt, such as certain
deposits and secured liabilities. Under the Resolution Act, the resolution authority furthermore has the
power to take control of the credit institution in distress and, for example, facilitate its sale to private
investors or to a publicly controlled entity pending a private sector arrangement. Such actions of the
relevant resolution authority can be taken without any prior shareholder (or other) approval. The MREL
Requirement includes a minimum Pillar 1 subordination requirement for systemically important institutions.
Because Klarna Bank is not classified as a systemically important institution by the Swedish National Debt
Office, our MREL Requirement is currently lower than our applicable capital adequacy requirements.
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However, there can be no certainty that Klarna Bank will not be designated a systemically important
institution in the future and thereby become subject to a higher MREL Requirement. As a result of these
requirements, we must continuously monitor the growth and complexity of our products and services to
ensure that we maintain the capability to prepare and execute a recovery plan in the event of a material
deterioration of our financial condition.
Regulatory Supervision
Banking license requirements and regulatory supervision in Sweden
Klarna Bank operates as a Swedish banking association and is licensed and supervised by the SFSA
under the Swedish Banking Act. We utilize the EU-established passporting system for banks and financial
services companies to provide banking or payment services in other EEA member states under our
Swedish banking license, and as such, are subject to various requirements, including a requirement to
maintain our banking license in Sweden. Our banking license has no expiration date. However, it can be
revoked by the SFSA in certain circumstances. As a Swedish bank, we are required to provide payment
services through general payment systems such as RIX, and accept deposits which, upon notice of
withdrawal, are available to the depositor no later than 30 days following the notice. In addition, if we
cease to carry out our banking activities for six consecutive months, the SFSA may issue a warning to us or
even revoke our banking license. Further, to offer our services in the EEA under CRD IV, we must qualify as
a credit institution. This, in turn, requires that we provide credit to the public. If we cease to accept
deposits or provide credit to the public, we would no longer be entitled to offer our services in other EEA
member states under our Swedish banking license. As a Swedish bank that operates in other EEA member
states, we are subject to an expanding regulatory framework consisting of EU and Swedish laws,
regulations and guidelines and, to a lesser extent, laws, regulations and guidelines adopted in other EEA
member states in which we operate, including Germany, France, Spain and Denmark. Under the EEA’s
principle of home state supervision, the SFSA is our main supervisory authority and as such is principally
responsible for monitoring and enforcing our compliance with applicable regulatory requirements. The
SFSA is also the head of our supervisory college that comprises our principal regulators in various
geographies, including Germany and the U.K. The SFSA has a range of supervisory tools available to it for
this purpose, including, but not limited to, meetings with management, desk-based reviews, making
recommendations and on-site inspections, as well as the right to issue sanctions in the form of
administrative fines in case of breaches of applicable laws and regulations.
German regulatory supervision
We offer financial services in Germany through Klarna Bank, German Branch. As a domestic branch of
a Swedish EU credit institution, Klarna Bank, German Branch is generally subject to the supervision of the
SFSA. Only certain provisions of the German Banking Act (Kreditwesengesetz or the “KWG”) apply to Klarna
Bank, German Branch. This includes, for example, the requirement to review the creditworthiness of
customers before entering into a consumer credit agreement, as well as certain reporting requirements or
organizational requirements in relation to AML prevention. Similarly, any solutions, products and services
that we offer in Germany on a cross-border basis are generally subject to Swedish laws, regulations and
supervision, while solutions, products and services that we may offer locally in Germany, such as bank
accounts, are subject to German laws, regulations and supervision. In addition, Klarna Bank, German
Branch, as a domestic branch of an EU credit institution, is subject to the requirements of the GwG.
Compliance with the GwG is supervised by BaFin. BaFin’s statutory objective is to ensure the proper
functioning, stability and integrity of Germany’s financial system. As such, BaFin ensures that financial
services, including payment or banking services, are provided in Germany only by appropriately licensed
entities and that such entities comply with the GwG. Within its statutory mandate, BaFin is also obliged to
protect the collective interests of consumers and, to that end, may issue orders to supervised institutions
that are necessary to prevent or eliminate consumer rights’ abuses.
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U.K. regulatory supervision
We offer certain financial products and services in the U.K. through our indirect subsidiary, KFSUK. In
the past, we also provided financial services in the U.K. through a U.K. branch of Klarna Bank, which
offered limited services under the U.K.’s supervised run-off regime until March 28, 2024. KFSUK is
authorized and regulated by the FCA to conduct certain consumer credit activities, the issuance of
electronic money under the Electronic Money Regulations 2011 and for the provision of payment services
under the Payment Services Regulations 2017. The FCA has various statutory objectives that inform its
operations and regulatory and enforcement priorities. The FCA’s strategic objective is to ensure that
financial services markets function well. The FCA’s operational objectives are securing an appropriate
degree of protection for consumers, protecting and enhancing the integrity of the U.K. financial system
and promoting effective competition in the interests of consumers. The FCA is responsible for supervising
KFSUK’s regulated consumer credit activities, electronic money issuance and payment services. In
exercising its supervisory functions, the FCA follows a preemptive approach based on making forward-
looking judgments about a firm’s business model, product strategy and operational efficacy. The FCA has a
wide range of supervisory tools available to it and extensive powers to intervene in the affairs of
authorized firms, including, but not limited to, meetings with management, desk-based reviews, making
recommendations and on-site inspections. The FCA also has various disciplinary and enforcement powers,
which include powers to (i) limit or withdraw a firm’s permissions, (ii) suspend individuals from performing
certain functions, (iii) impose restitution orders and (iv) fine, censure or impose other sanctions on firms or
individuals.
Consumer Protection Laws
EU consumer protection requirements
We must comply with various EU consumer protection and payment services regimes pursuant to EU
regulations that are directly applicable to us and EU directives that are implemented through national
legislation, including, but not limited to, the following regulations and directives as well as any related
delegated and implementing acts and guidelines from relevant EU and national authorities, each as
amended through the date of this report:
•PSD2, which governs transparency and information requirements for payment services as well as
respective rights and obligations of PSPs in the provision of payment services;
•Directive 2014/49/EU on deposit guarantee schemes, which establishes rules and procedures
relating to the establishment and the functioning of deposit guarantee schemes, including a requirement
for every credit institution to join a deposit guarantee scheme;
•CCD1, which regulates consumer credit agreements, including information requirements, interest
rate and fee limits and changes;
•Regulation 2021/1230/EU on cross-border payments, which sets forth rules on cross-border
payments and the transparency of currency conversion charges within the EU;
•Directive 2011/83/EU on consumer rights, which sets forth uniform standards for distance and off-
premises contracts, including information requirements and termination rights;
•Directive 2002/65/EC concerning the distance marketing of consumer financial services, which
regulates marketing of financial services by means of distance communication, including online or by
email;
•Directive 2005/29/EC concerning unfair business-to-consumer commercial practices in the
internal market, which prohibits unfair commercial practices, including aggressive marketing techniques;
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•Directive 2009/110/EEC on the taking up, pursuit and prudential supervision of the business of
electronic money institutions, which sets forth the rules for electronic money institutions, including
providers of prepaid electronic payment products; and
•Regulation (EU) 2015/751 on interchange fees for card-based payment transactions, which sets
forth uniform technical and business requirements for card-based payment transactions carried out within
the EU.
We are also subject to regulations and general guidance issued by the Swedish supervisory authorities,
including the SCA, the Swedish Resolution Authority and the SFSA. These authorities may undertake
supervisory actions to assess our compliance with applicable consumer protection laws and regulations,
including investigations, administrative fines and mandated changes to our operations, services and
products, including the marketing and advertising thereof, as well as internal policies and procedures.
The Swedish parliament has recently adopted a number of legislative proposals relating to the
extension of consumer credit, with the goal of reducing over-indebtedness and strengthening consumer
protection. The change, among others, introduce restrictions on repeated extensions of credit and caps on
arrangement fees, lower interest rate caps and limit the tax deductibility of certain unsecured loans. We
believe that these changes are consistent with our mission of providing fairer, more sustainable financing
solutions to consumers and, as a result, do not expect that our operations will be materially and adversely
affected by them.
U.S. federal and state consumer protection requirements
We are subject to various U.S. federal consumer protection regimes, both as a counterparty or a
service provider to our bank partners, including our originating bank partners, and as a loan originator with
respect to loans we originate directly, including, but not limited to, the following laws and regulations:
•the Truth in Lending Act and Regulation Z promulgated thereunder, which require certain
disclosures to consumers regarding the terms and conditions of their loans and credit transactions;
•Section 5 of the Federal Trade Commission Act, which prohibits unfair and deceptive acts or
practices in or affecting commerce, and Section 1031 of the Dodd-Frank Act, which prohibits unfair,
deceptive or abusive acts or practices in connection with any consumer financial product or service;
•the ECOA and Regulation B promulgated thereunder, which prohibit creditors from discriminating
against credit applicants on the basis of race, color, sex, age, religion, national origin, marital status, the
fact that all or part of the applicant’s income derives from any public assistance program or the fact that
the applicant has in good faith exercised any right under the Federal Consumer Credit Protection Act or
any applicable state law. In addition to acts of intentional discrimination, the ECOA has been interpreted
by federal regulators and courts to prohibit creditors from maintaining policies and practices that, while
facially neutral, result in a disproportionate, adverse impact on applicants or consumers in protected
groups. For this reason, a loan decisioning or credit scoring model must not use any variable that may be
deemed a proxy for a protected characteristic such as race, ethnicity or sex. Further, the variables used in
the model must be supported by documented, legitimate business justifications where the model results in
a disproportionate effect on applicants or consumers of certain demographic groups;
•the Fair Credit Reporting Act, as amended by the Fair and Accurate Credit Transactions Act, and
Regulation V promulgated thereunder, which promote the accuracy, fairness and privacy of information in
the files of consumer reporting agencies;
•the Fair Debt Collection Practices Act, Regulation F promulgated thereunder and the Telephone
Consumer Protection Act, each of which provide guidelines and limitations concerning the conduct of
certain creditors and third-party debt collectors in connection with the collection of consumer debts;
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•the Gramm-Leach-Bliley Act, which includes limitations on use and disclosure of nonpublic
personal information about a consumer by a financial institution;
•the U.S. Bankruptcy Code, which limits the extent to which creditors may seek to enforce debts
against parties who have filed for bankruptcy protection;
•the Federal Trade Commission’s Holder in Due Course Rule (the “Holder Rule”), and equivalent
state laws, which require holders of a consumer credit contract to include the required notice and become
subject to all claims and defenses that a borrower could assert against the seller of goods or services;
•the Electronic Fund Transfer Act and Regulation E promulgated thereunder, which provide
disclosure requirements, guidelines and restrictions on the electronic transfer of funds from consumers’
bank accounts;
•the Electronic Signatures in Global and National Commerce Act and similar state laws, particularly
the Uniform Electronic Transactions Act, which authorize the creation of legally binding and enforceable
agreements utilizing electronic records and signatures;
•the Military Lending Act and similar state laws, which provide disclosure requirements, interest
rate limitations, substantive conduct obligations and prohibitions on certain behavior relating to loans
made to covered borrowers, which include both servicemembers and their dependents; and
•the Servicemembers Civil Relief Act and similar state laws, which allow active-duty military
members to suspend or postpone certain civil obligations so that the military member can devote his or
her full attention to military duties.
In addition, many states and local jurisdictions have consumer protection laws analogous to, or in
addition to, the federal laws listed above, such as usury laws, state debt collection practices laws and
requirements regarding loan disclosures and terms, credit discrimination, credit reporting, money
transmission, recordkeeping, the arranging of loans made by third parties and unfair or deceptive business
practices.
We are also subject to regulation by the CFPB under the Dodd-Frank Act and other acts described
herein, and we are subject to the CFPB’s enforcement authority with respect to our compliance with these
requirements as a facilitator, servicer, originator or acquirer of consumer credit and provider of consumer
financial services. As such, the CFPB have in the past requested, and may in the future request, reports or
other information concerning our organization, business conduct, markets and activities. In addition,
depending on regulatory changes and further development of our network and the products and services
that we offer through it, the CFPB may begin to supervise us in the future. The CFPB’s supervision will
enable it, among other things, to conduct comprehensive and rigorous examinations to assess our
compliance with consumer financial protection laws, which could result in investigations, enforcement
actions, regulatory fines and mandated changes to our business products, policies and procedures.
The CFPB is authorized to pursue administrative inquiries, proceedings or litigation for violations of
federal consumer financial laws. In these proceedings, the CFPB can obtain cease-and-desist orders
(which can include orders for restitution or rescission of contracts, as well as other kinds of affirmative
relief) and monetary penalties. Also, where a company has violated Title X of the Dodd-Frank Act or CFPB
regulations under Title X, the Dodd-Frank Act empowers state attorneys general and state regulators to
bring civil actions for the kind of cease-and-desist orders available to the CFPB (but not for civil penalties).
In May 2022, the CFPB issued an Interpretive Rule to clarify the authority of states to enforce federal
consumer financial protection laws under the Consumer Financial Protection Act of 2010 (the “CFPA”).
Specifically, the CFPB confirmed that states can enforce the CFPA, including the provision making it
unlawful for covered persons or service providers to violate any provision of federal consumer financial
protection law; the enforcement authority of states under section 1042 of the CFPA is generally not
subject to certain limits applicable to the CFPB’s enforcement authority, such that states may be able to
bring actions against a broader cross-section of companies than the CFPB; and state attorneys general
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and regulators may bring (or continue to pursue) actions under their CFPA authority even if the CFPB is
pursuing a concurrent action against the same entity. The CFPB subsequently rescinded this interpretive
rule in May 2025. Nevertheless, if the CFPB or one or more state officials find that we have violated the
foregoing laws, they could exercise their enforcement powers in ways that could adversely affect our
business.
In addition, the Biden administration brought an increased focus on enforcement of federal consumer
protection laws and appointed consumer-oriented regulators at federal agencies such as the CFPB, the
OCC and the FDIC. It is possible that such regulators could promulgate rulemakings, initiate inquiries and
bring enforcement actions that ultimately materially impact our business and the business of our
originating bank partners. These regulators may augment requirements that apply to loans facilitated by
our network or impose new programs and restrictions and could otherwise revise or create new regulatory
requirements that apply to us or our bank partners, including our originating bank partners. For example, in
May 2024, the CFPB issued an interpretive rule that extended certain provisions of Subpart B and Subpart
G of Regulation Z to “lenders that issue digital user accounts used to access credit, including to those
lenders that market loans as ‘Buy Now, Pay Later,’” which prompted us to alter the manner and format in
which we provide certain lending disclosures to borrowers. The CFPB subsequently rescinded this
interpretive rule in May 2025 and further announced that it would not prioritize enforcement actions under
it.
Further, we are subject to the enforcement authority of other federal, state and local governmental
and regulatory authorities in analogous or similar ways as discussed above. We closely review any new or
modified products and services in light of applicable consumer protection laws. To that end, we have
developed policies and procedures designed to assist in this process. However, no assurance can be given
that our compliance policies and procedures will be effective in all instances, if at all. We have in the past
been, and may in the future be, subject to findings of breach of consumer protection requirements.
National, State and Local Licensing Requirements
We must observe applicable laws and regulations in each individual country, state, territory and
province in which we operate. Certain states, provinces and localities have adopted laws regulating and
requiring licensing, registration, notice filing or other approval by parties that engage in certain activity
relating to consumer finance transactions, including facilitating and assisting such transactions in certain
circumstances, debt collection or servicing and/or purchasing or selling consumer loans. We have engaged
in discussions with regulatory agencies in various jurisdictions regarding requirements to obtain licenses
from those agencies or register in such jurisdictions, including in countries or states where we have
determined that we are not required to obtain such a license or be registered with the state, and we may
have similar such discussions in future. In addition, we are subject to licensing requirements, supervision
and examination by applicable regulatory authorities in certain jurisdictions in which we operate, and we
have obtained or are in the process of obtaining necessary licenses in these jurisdictions. Licensing
statutes vary from country to country and state to state and prescribe different requirements, including,
but not limited to, restrictions on loan origination and servicing practices (including limits on the type,
amount and manner of fees), solicitation activities, interest rate limits, disclosure requirements, periodic
examination requirements, surety bond and minimum specified net worth requirements, periodic financial
reporting requirements, notification requirements for changes in principal officers, share ownership or
corporate control, restrictions on advertising and requirements that loan forms be submitted for review,
among others. The application of country, state and provincial licensing requirements to our business
model is not always clear, and while we believe that as of the date of this report we are in compliance with
material applicable licensing, registration or other regulatory requirements, regulators may request or
require that we obtain (or we may independently determine that we should obtain) additional
Authorizations in the future. There can be no assurance that we will be able to obtain them in a timely
manner, if at all.
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U.S. Federal and State Interest Rate Requirements and Lending Laws
We and our originating bank partners may also be subject to federal and state law interest rate
limitations on personal consumer loans in the United States. Certain jurisdictions have no such limitations,
while other jurisdictions impose a maximum rate on such loans. In addition, the applicable maximum
interest rate may vary based on the location of the transaction parties, the nature of the transaction, the
status of the borrower (e.g., military service member) and other factors. If any of the loans facilitated
through our network were found to impose rates higher than the maximum rate for the applicable
jurisdiction, such loans could be in violation of interest limitation laws, which could result in such loans
being unenforceable, or which may reduce or extinguish the principal and/or interest (paid or to be paid)
on such loans, or result in fees, damages and penalties to us or our originating bank partners.
Through our partnerships with our originating bank partners—including WebBank, an FDIC-insured
Utah state-chartered industrial bank through whom a portion of the loans facilitated through our network
in the United States are originated—our model automates the underwriting process in accordance with our
originating bank partners’ underwriting policies, which only our originating bank partners may change and
which we must follow in reviewing, approving and administering loans facilitated by our network. When
originating loans through our network, our originating bank partners may contract to charge interest based
on authority granted to state-chartered, FDIC-insured banks under U.S. federal law and based upon legal
principles detailed in the FDIC’s final rule relating to the Federal Interest Rate Authority. Section 27 allows
an FDIC-insured bank such as our originating bank partners to charge interest to consumers on a
nationwide basis based on the rates allowed by the state where the loan is made. When a borrower is
charged interest, in most cases, we rely on our originating bank partners’ authority under applicable law to
establish interest rates and charge interest on the loans our originating bank partners originate through
our network.
However, if the legal structure underlying our relationship with our originating bank partners was
successfully challenged, we may be found to be in violation of state licensing requirements and state laws
regulating interest rates and other aspects of consumer lending. In the event of such a challenge or if our
arrangements with our originating bank partners were to change or end for any reason, we would need to
rely on an alternative bank relationship, find an alternative bank partner, rely on existing state licenses,
obtain new state licenses, pursue a federal or state bank charter and/or be subject to the interest rate
limitations and loan product requirement limitations of certain states. There are three examples of claims
that have been raised that could each, separately or jointly, result in this outcome in some or all states.
•The first of these is a challenge to the FDIC’s codification of the “valid when made” doctrine via its
final rule relating to the Federal Interest Rate Authority. Under this rulemaking by the FDIC, the interest
rate applicable to a loan originated by a state-chartered bank regulated by the FDIC (such as our
originating bank partners) on the date of origination will carry with the loan irrespective of ownership (i.e.,
the interest rate is “valid when made”). The OCC has issued a similar rule with respect to loans originated
by national banks. Both rules were unsuccessfully challenged shortly after their adoption in separate suits
by state attorneys general who alleged that they had statutory and/or administrative procedural
deficiencies. However, it is uncertain whether these or other state attorneys general will file similar suits
with respect to any other rule regarding the permissibility of interest rates by the FDIC, the OCC or other
regulators. It is also unclear whether these rules will be given effect by courts and regulators in a manner
that actually mitigates risks relating to state interest rate limits and related risks to us, our originating bank
partners, any other program participant or the loans facilitated through our network.
•The second challenge relates to which entity is the “true lender” for a loan. There have been both
private litigation and governmental enforcement actions seeking to recharacterize a lending transaction,
claiming that the named lender was not the true lender, and that instead another entity was the true
lender or the de facto lender. These claims are traditionally based on state lending laws, other statutory
provisions or state common law through which a private litigant or governmental agency could seek to
license, regulate or prohibit the activities of the entity they consider the true lender or de facto lender.
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•The FDIC and OCC rules addressing the “valid when made” doctrine underscore that they do not
address the question of whether a bank within each agency’s respective jurisdiction is a real party in
interest with respect to a loan or has an economic interest in the loan under state law, i.e., which entity is
the “true lender.” Following a rulemaking during the first Trump administration under which the OCC
promulgated a true lender rule, President Biden signed a Congressional Review Act resolution to repeal the
OCC’s rule, as a result of which the OCC may not issue any substantially similar rule without subsequent
statutory authorization.
•The third challenge relates to the Depository Institutions Deregulation and Monetary Control Act of
1980 (“DIDMCA”), which preempts state interest rate caps and permits state-chartered banks to lend up to
the federal limit or the state limit where the bank is located, whichever is greater. States are permitted to
opt out of the interest rate preemption provision of DIDMCA with respect to loans “made in” the opt-out
state. Multiple jurisdictions have introduced or adopted legislation to opt out of this provision of DIDMCA
with the intention of enforcing lower in-state interest rate caps against out-of-state bank lenders. In NAIB,
et al. v. Weiser, et al., trade groups sought and received a preliminary injunction against one such state,
Colorado, by arguing that loans are not “made in” Colorado for purposes of the DIDMCA if the lender is
located in another state.
Any litigation or enforcement action with respect to a loan facilitated through our network, whether
based on a challenge to the true lender, the legal interest rate or another theory, against us, any successor
servicer, prior owners or subsequent transferees of such loans (including our originating bank partners)
could subject them to claims for damages, disgorgement or other penalties or remedies. While most
enforcement and litigation has historically targeted high-interest rate programs (i.e., > 100% APR), which we
consider to be predatory and contrary to our mission of providing fairer, more sustainable financing
solutions to our consumers, we nonetheless could be subject to litigation, whether private or
governmental, or administrative actions regarding the above claims. An adverse determination could
prevent us from collecting on our loans at the interest rates contracted for or result in licensing violations,
our loans being found to be unenforceable or void, the reduction of interest or principal or other penalties
or damages. Third-party purchasers of loans facilitated through our network may also be subject to
scrutiny or similar litigation, whether based on the inability to rely upon the “valid when made” doctrine or
because a party other than the originating bank is deemed the true lender.
In addition, certain states have adopted or are considering adopting laws that subject us to the state’s
lending licensing and/or maximum interest rate requirements if we have a predominant economic interest
in the loan or other material relationship with the borrower or loan, even if such loans are originated by our
originating bank partners. Where such circumstances exist, we must comply with applicable state licensing
requirements, interest rate limitations and other laws with respect to those loans.
We maintain various Authorizations pertaining to brokering, servicing, collections and lending to
operate across U.S. states, and we believe that, as of the date of this report, we are in compliance with all
material applicable licensing, registration or other regulatory requirements necessary to conduct these
activities. In connection with these Authorizations, various state regulators have supervisory authority over
us, with the primary objective of protecting consumers, but also various other objectives, such as
enhancing the integrity of the financial system, increasing access to financial services and promoting
effective competition in the marketplace.
Money Transmission
Through our indirect subsidiary, Klarna Inc., we hold licenses to operate as a money transmitter (or its
equivalent) in certain states and jurisdictions of the United States, and we believe that, as of the date of
this report, we are in compliance with all material applicable licensing, registration or other regulatory
requirements necessary to conduct these activities. Klarna Inc. is actively seeking additional licenses and
certifications of this nature. As a licensed money transmitter, we are subject to net worth requirements,
bonding requirements, liquidity requirements, restrictions on our investment of customer funds, reporting
requirements, AML compliance requirements and cybersecurity requirements, among others. We may
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expand our stored value product offerings in reliance on our money transmitter licenses, which stored
value products generally do not have the benefit of FDIC deposit insurance or other insurance. As such,
state money transmission regulators may place increased focus on our net worth, liquidity and other
capital adequacy requirements.
In connection with our money transmitter licenses, various state regulators have supervisory authority
over us, with the primary objective of protecting consumers, but also various other objectives, such as
enhancing the integrity of the financial system, increasing access to financial services and promoting
effective competition in the marketplace.
As a result, we have developed policies, procedures and controls designed to maintain compliance
with applicable licensing requirements and to ensure that the licenses and various certifications that we
hold remain valid and appropriately reflect the current scope of our products and services offered in
various jurisdictions. However, no assurances can be given that our compliance policies and procedures
will be effective in all instances, if at all.
AML, Sanctions and Anti-corruption Requirements
Klarna is subject to international anti-money laundering and counter-terrorist financing (AML/CFT)
laws and regulations and is required to implement measures to prevent money laundering, terrorist
financing, and other illicit financial activities in the jurisdictions in which we operate.
In accordance with applicable legal and regulatory requirements, we have established and operate a
risk-based, group-wide AML/CFT compliance framework designed to mitigate the risk that our operations
are misused for financial crime. The framework is supported by governance arrangements intended to
promote compliance with applicable laws and regulatory expectations.
Our AML/CFT framework includes, among other things, measures to monitor for and report suspicious
activity, comply with relevant transaction reporting obligations, and meet applicable recordkeeping
requirements. The framework incorporates policies, procedures, reporting protocols, and internal controls
designed to identify, assess, manage, and mitigate financial crime risks and is subject to ongoing review
and enhancement to address evolving risks, regulatory developments, and business changes. We apply
risk-based due diligence processes for customers, vendors, and other third parties, including screening of
products and services offered through our network.
In addition, Klarna is subject to economic sanctions laws and regulations across multiple jurisdictions,
including those of the European Union (and its member states), the United Kingdom, the United States, and
other applicable international regimes. We maintain a risk-based sanctions compliance framework
designed to promote compliance with applicable sanctions and export control requirements and to
prevent our network from being used to facilitate prohibited activities involving sanctioned countries,
regions, individuals, or entities.
Klarna is also subject to anti-corruption and anti-bribery laws and regulations in the jurisdictions in
which we operate. These laws generally prohibit improper payments or other corrupt practices involving
public officials, private counterparties, or third parties. We maintain policies, procedures, and controls
designed to promote compliance with applicable anti-corruption and anti-bribery requirements and to
mitigate related risks across our operations and third-party relationships.
While we believe our compliance frameworks are appropriately designed and implemented, no
assurance can be given that these policies, procedures, and controls will be effective in all circumstances.
Trust, integrity, and responsible business conduct are fundamental to Klarna’s long-term success and
to the value it creates for customers, society, and shareholders. As a regulated financial institution, Klarna
recognises that preventing financial crime is an essential part of its responsibility to protect the integrity of
the financial system and to support sustainable economic activity.
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Klarna maintains a low tolerance for financial crime risk and is committed to preventing the misuse of
its products and services for money laundering, terrorist financing, sanctions evasion, corruption, or other
illicit activities. The company applies a risk-based financial crime framework that is embedded in its
governance and enterprise risk management structures, with oversight by senior management and the
Board. The framework is designed to be scalable and resilient, supporting Klarna’s growth while ensuring
that risks are identified, understood, and managed in line with regulatory expectations and the company’s
risk appetite.
A strong culture of ethics and compliance underpins Klarna’s approach. The company invests in skilled
teams, data-driven controls, and continuous improvement of systems and processes to strengthen
financial crime prevention capabilities over time. Klarna does not engage in activities or relationships
where financial crime risks cannot be adequately understood, monitored, or mitigated.
Financial crime risk is an inherent aspect of financial services and cannot be fully eliminated. Klarna’s
approach is therefore focused on managing these risks responsibly, proportionately, and transparently. By
doing so, Klarna contributes to a safer and more trustworthy financial ecosystem, supports regulatory
confidence, and reinforces the foundations for long-term, sustainable value creation.
Data Privacy and Cybersecurity
In the course of our operations, we collect, use, store, disclose, transfer and otherwise process a wide
variety of personal information. Accordingly, we are subject to a number of U.S. federal, state and foreign
laws and regulations and industry standards regarding data privacy and cybersecurity. These
requirements, and their application, interpretation and amendment, are constantly evolving.
For example, at the U.S. federal level, we are subject to, among other laws and regulations, the rules
and regulations promulgated under the authority of the Federal Trade Commission (which has the
authority to regulate and enforce against unfair or deceptive acts or practices in or affecting commerce,
including acts and practices with respect to data privacy and cybersecurity). Additionally, we are subject
to certain data privacy and cybersecurity laws and regulations that regulate financial entities in the United
States. For example, we are considered a “financial institution” or service provider to “financial
institutions” under Title V of the Gramm-Leach-Bliley Act (GLBA). The GLBA regulates, among other things,
the use of certain information about individuals (“non-public personal information”) in the context of the
provision of financial services, including by banks and other financial institutions. The GLBA includes both
a “Privacy Rule,” which imposes obligations on financial institutions relating to the use or disclosure of non-
public personal information, and a “Safeguards Rule,” which imposes obligations on financial institutions
and, indirectly, their service providers to implement and maintain physical, administrative and
technological measures to protect the security of non-public personal financial information. Moreover, the
U.S. Congress has recently considered, and is currently considering, various proposals for more
comprehensive data privacy and cybersecurity legislation, to which we may be subject if passed.
Additionally, we regularly receive requests for access to data from government bodies, including law
enforcement agencies, tax authorities and customs offices, and we are subject to the Right to Financial
Privacy Act and similar state laws that protect the privacy of consumer financial records.
At the U.S. state level, we are subject to laws and regulations such as the California Consumer Privacy
Act (CCPA), which broadly defines personal information and requires businesses that process personal
information of California residents to, among other things: (i) provide certain disclosures to California
residents regarding the business’s collection, use and disclosure of their personal information; (ii) receive
and respond to requests from California residents to access, delete and correct their personal information
or to opt out of certain processing of their personal information; and (iii) enter into specific contractual
provisions with service providers that process California resident personal information on the business’s
behalf. Numerous other states also have enacted, or are in the process of enacting or considering,
comprehensive state-level data privacy and cybersecurity laws and regulations that share similarities with
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the CCPA. Moreover, laws in all U.S. states require businesses to provide notice under certain
circumstances to consumers whose personal information has been disclosed as a result of a data breach.
Additionally, the New York State Department of Financial Services (the “NYDFS”) issued in 2017
Cybersecurity Requirements for Financial Services Companies (23 NYCRR Part 500), which require banks,
insurance companies and other financial services institutions regulated by the NYDFS to establish and
maintain a cybersecurity program designed to protect consumers and ensure the safety and soundness of
New York State’s financial services industry. The cybersecurity regulation includes specific requirements
for these institutions’ cybersecurity compliance programs and imposes an obligation to conduct ongoing,
comprehensive risk assessments. Further, on an annual basis, covered entities are required to submit
either a Certification of Material Compliance for the prior calendar year or an Acknowledgement of
Noncompliance. An Acknowledgement of Noncompliance must identify the provisions of Part 500 with
which the entity has not materially complied, describe the nature and extent of such noncompliance, and
include a remediation plan and timeline or confirmation that remediation has been completed..
Furthermore, as we accept debit and credit cards for payment, we are subject to the PCI-DSS, issued
by the Payment Card Industry Security Standards Council. PCI-DSS contains compliance guidelines with
regard to our security surrounding the physical and electronic storage, processing and transmission of
cardholder data. Costs and potential problems and interruptions associated with the implementation of
new or upgraded systems and technology, such as those necessary to achieve compliance with PCI-DSS or
with maintenance or adequate support of existing systems could also disrupt or reduce the efficiency of
our operations.
At the international level, we are subject to the EU GDPR and the UK GDPR, each of which imposes
stringent operational requirements on both data controllers and processors, and introduces significant
penalties for noncompliance. The EU GDPR and U.K. GDPR impose various data privacy compliance
obligations in relation to our collection and use of data relating to an identifiable living individual or
“personal data.” The EU GDPR and U.K. GDPR impose obligations, including a principle of accountability
and the obligation to demonstrate compliance through policies, procedures, training and audits. The EU
GDPR and UK GDPR also impose additional requirements for the processing of special categories of
personal data such as biometric data, precise geolocation data and data regarding trade union
membership. For instance, we are only allowed to process such data where we have a proper legal basis
and meet one of the conditions for processing special categories of personal data, such as explicit
consent of the individual, and more stringent security requirements should be applied to our processing of
such data.
Furthermore, the evolving regulatory framework complicates data transfers across borders. For
example, legal developments in the EEA and the UK have created complexity and uncertainty regarding
processing and transfers of personal data from the EEA and the UK to the United States and other so-
called third countries outside the EEA and the UK that have not been determined by the relevant data
protection authorities to provide an adequate level of protection for privacy rights. Ongoing legal
challenges and changes in adequacy decisions, such as the EU-US Data Privacy Framework, may further
restrict our ability to transfer personal data internationally, potentially disrupting our operations. In many
cases, these laws and regulations apply not only to third-party transactions, but also to transfers of
information among our entities.
We are also required to observe laws and regulations relating to the security of our network and
information systems supporting our operations, including DORA, which became effective in the EU in
January 2025. DORA’s goal is to strengthen the IT security of financial entities such as banks, insurance
companies and investment firms and make sure that the financial sector in Europe is able to stay resilient
in the event of severe operational disruptions. It establishes a harmonized and comprehensive digital
operational resilience framework across the whole EU financial sector by requiring a wide range of
financial institutions, including banks, to manage their ICT risks in a robust and effective way through
internal governance, control and risk frameworks. DORA also requires financial institutions to report major
ICT-related incidents to regulatory authorities and undertake digital operational resilience testing.
Enforcement of DORA is carried out by national-level authorities and primary EU supervisory authorities,
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including the European Banking Authority for the banking sector. The authorities have powers to carry out
on-site inspections, compel information from regulated entities, require remedial measures, and impose
administrative and criminal penalties for DORA violations.
The intended launch of a stablecoin and other digital‑asset offerings exposes us to additional
cybersecurity and privacy risks, including risks related to private‑key compromise, blockchain
infrastructure vulnerabilities, irreversible transactions, and incidents affecting third‑party custody, wallet,
or blockchain service providers.
We contract with third-party service providers, including shared cloud computing services, to store or
process data (including personal data) on our behalf in compliance with applicable laws, regulations, rules
and standards. To that end, we seek to enter into data processing agreements with all our third-party
providers to clearly define the services being provided and the nature of the engagement, for example the
protection and ownership of the data being processed by the service provider. We also maintain
processes designed to oversee and identify cybersecurity risks associated with third‑party service
providers, including cloud service providers, through due diligence, contractual requirements, and ongoing
monitoring. However, such measures may not in all circumstances fully mitigate the risk of claims,
proceedings, liability, or adverse publicity arising from data privacy or cybersecurity matters, and
limitations may exist in the scope and effectiveness of our data processing agreements..
If laws and regulations relating to data privacy and cybersecurity are implemented, interpreted or
applied in a manner inconsistent with our current or future practices or policies, or if we fail to comply with
applicable laws or regulations, we could be subject to investigations, enforcement actions and other
proceedings. See “Risk Factors—We are subject to complex and evolving laws, regulations, rules,
standards, contractual obligations and other requirements regarding data privacy and cybersecurity” and
“—We or our third-party providers may fail to protect confidential information, including personal
information, and/or experience data breaches or other cybersecurity incidents” for more information
regarding other risks related to data privacy and cybersecurity.
Intellectual Property
We believe that our intellectual property rights, including those in our proprietary technology, software,
data, processes, know-how and brand, are important to the success of our business. We rely on a
combination of patent, trademark, copyright, trade secret and other intellectual property laws in the
United States and certain foreign jurisdictions, as well as contractual arrangements, to obtain, maintain,
protect and enforce our intellectual property rights.
We strive to require all of our employees and third parties who develop intellectual property on our
behalf to enter into confidentiality and invention assignment agreements and third parties with whom we
share our confidential proprietary information to enter into nondisclosure and confidentiality agreements
or to be bound by professional, fiduciary or other contractual obligations requiring the applicable
employee or third party to protect our trade secrets, proprietary know-how and other confidential
proprietary information, including those related to our material proprietary AI models. However, we cannot
guarantee that we have entered into agreements containing such obligations with each party that has
been involved in the development of intellectual property for us or that has, or may have had, access to
our trade secrets, proprietary know-how and other confidential proprietary information.
We have an ongoing trademark registration program pursuant to which we register our brand names
and product names and a patent program to identify and protect a portion of our intellectual property in
technologies relevant to our business to the extent we determine them to be appropriate and cost-
effective. As of December 31, 2025, we owned (i) 17 registered trademarks and 2 pending trademark
applications in the United States, (ii) 254 registered trademarks and 35 pending trademark applications in
37 foreign jurisdictions, (iii) 27 issued patents and 1 pending patent applications in the United States and
(iv) 3 issued patents and 4 pending patent applications in 6 foreign jurisdictions.
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We intend to pursue additional intellectual property protection to the extent we believe it would be
beneficial and cost-effective. However, despite our efforts to protect our intellectual property rights, they
may not be respected in the future or may be invalidated, circumvented, reduced in scope, deemed
unenforceable or otherwise challenged, and our contractual arrangements may be breached or may
otherwise not effectively prevent disclosure of, or control access to, our trade secrets, proprietary know-
how or other confidential proprietary information. The efforts undertaken to protect our intellectual
property and confidential proprietary information may not be sufficient or effective. See “Risk Factors—We
may be unable to sufficiently obtain, maintain, protect or enforce our intellectual property and other
proprietary rights.”
Facilities
We lease office space under operating leases with various expiration dates through 2031. We do not
own any real property. Our registered office is located at 10 York Road, London SE1 7ND, United Kingdom
and is subject to a membership agreement with an affiliate of WeWork Inc. for co-working space. We have
leased offices in several other locations, including Germany, the United States and the Netherlands.
The table below sets forth additional information regarding our principal facilities as of December 31,
2025:
Location Type Ownership Size(in sq. feet)
Stockholm, Sweden .......................................................................................... Office Leased 189,714
Berlin, Germany ................................................................................................. Office Leased 83,733
Giessen, Germany ............................................................................................. Office Leased 48,491
Munich, Germany .............................................................................................. Office Leased 35,725
Total .................................................................................................................... 357,663
In addition, we have membership agreements for co-working space in various locations, including
Madrid, Spain, Milan, Italy, New York, United States, Paris, France, Shanghai, China, Tokyo, Japan and
Warsaw, Poland.
As part of our strategic decision to drive operational efficiency, leverage AI and reduce administrative
costs in our business, we have decided to reduce the size of our office space. Accordingly, the operating
leases for our facilities located in Mannheim, Germany and Amsterdam, Netherlands have been
terminated, with the terminations becoming effective on September 29, 2025 and June 30, 2025,
respectively. We believe that our existing facilities are sufficient for our current needs. We continue to
periodically review our facility requirements and may further consolidate or dispose of additional rented
facilities that are no longer required or, where appropriate, lease additional space to meet the needs of our
business, including in new geographies.
KLARNA GROUP PLC129
Legal Proceedings
From time to time, we may be subject to legal proceedings and claims in the ordinary course of
business. We are not presently a party to any legal proceedings that, if determined adversely to us, would
individually or taken together have a material adverse effect on our business, results of operations,
financial condition and future prospects. The results of any current or future litigation cannot be predicted
with certainty, and regardless of the outcome, litigation can have an adverse impact on us because of
defense and settlement costs, diversion of management resources and other factors.
Organizational Structure
Klarna Group plc is a public limited company incorporated in England and Wales and serves as the
holding company for the Klarna group. The Company conducts its business through a number of
subsidiaries and affiliated entities organized across multiple jurisdictions.
The principal operating entity of the Klarna group is Klarna Bank AB (publ), a Swedish public limited
liability company that is licensed as a bank and supervised by the Swedish Financial Supervisory Authority.
Klarna Bank AB provides the core payment, financing and banking services offered to consumers and
merchants and operates through subsidiaries, branches and passported activities in various jurisdictions
within the European Economic Area and the United Kingdom.
In addition, the Klarna group includes subsidiaries that support technology development, product
distribution, merchant services, marketing and regional operations. Klarna Group plc does not itself
conduct banking operations and functions as the ultimate holding company of the group.
For further information regarding the Company’s principal subsidiaries, see Exhibit 8.1*
Corporate Information
We are a public company with limited liability incorporated pursuant to the laws of England and Wales
on November 7, 2022 as Klarna UK II PLC and renamed as Klarna Group plc on December 13, 2023. We are
registered with the Registrar of Companies in England and Wales under number 14467769. Our registered
office is located at 10 York Road, London SE1 7ND, United Kingdom, and the telephone number at that
office is +44 8081 893 333.
Our banking operations in the EEA are conducted through Klarna Bank AB. Klarna Bank AB was
incorporated as a public limited company with the legal name Kreditor Finans AB under Swedish law on
September 5, 2007, with the company number 556737-0431. After its incorporation, Kreditor Finans AB
changed its legal name to Klarna Finans AB and, following the receipt of a license to carry out banking
activities under the supervision of the SFSA, subsequently changed its legal name to Klarna Bank AB on
June 19, 2017. Klarna Bank AB is a subsidiary of Klarna Holding AB (publ). As a result of our corporate
reorganization in May 2024, Klarna Holding AB(publ) and Klarna Bank AB (publ) became indirect
subsidiaries of Klarna Group plc.
Our main U.S. subsidiary is Klarna Inc., a Delaware corporation. Its principal office is located at 800 N.
High St., Ste. 400, Columbus, Ohio 43215, and the telephone number at that office is +1 (844) 552 7621.
Our website address is www.klarna.com. We have included our website address in this annual report
solely as an inactive textual reference. Information contained on, or that can be accessed through, our
website is not incorporated by reference into this annual report, and you should not consider information
on our website to be part of this annual report.
Our agent for service of process in the United States is Klarna Inc.
KLARNA GROUP PLC130