From Nordic challenger to global phenomenon

Overview

Klarna had established its dominance in the Nordics but arrived in the UK in 2016 as an unknown. As Klarna’s UK comms partner from day one, firstlight helped Klarna become one of the world’s largest and fastest-growing fintechs, and the brand that defined Buy Now Pay Later as a mainstream payment category.

A launch partnership with a major retail group propelled Klarna into the national headlines and into the public consciousness. From there, we grew awareness and appetite amongst a merchant audience, driving exponential adoption as Klarna quickly became the must-have payment method for retailers and their customers.

We helped build broader brand fame and fandom amongst millions of consumers looking to ‘Klarna it’. Comms alsohad a vital role to play in educating the market – demystifying the product for consumers and merchants and building trust in a new way to pay.

As the Buy Now Pay Later category grew, so did scrutiny from regulators and media. From day one, we delivered a corporate reputation programme that kept Klarna on the front foot, demonstrating its commitment to responsible lending and protecting its licence to operate.

Over the course of five years working together, Klarna became one of Europe’s highest-valued private fintech companies, and a global phenomenon that transformed the way people shop and pay.