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Klarna IPO: BNPL Stock or Something Bigger?
Written by Chris Markoch. Published 9/28/2025.
Key Points
- Klarna’s IPO tests whether investors see it as another BNPL lender or a global shopping and payments platform.
- Unlike U.S.-focused rivals, Klarna has international scale, AI-driven personalization, and e-commerce integration.
- A successful IPO depends on Klarna convincing investors it’s more than BNPL, with sustainable profitability ahead.
Klarna Group (NYSE: KLAR) began trading on Sept. 10. Klarna is a global payment provider specializing in buy now, pay later (BNPL) solutions for consumers. After closing its debut session at $49.48, the stock has since fallen roughly 13%, dialing back much of the FOMO (fear of missing out) that drove its early valuation.
That pullback could actually be a positive for some investors. This isn't a typical year for initial public offerings (IPOs), but if bulls are right about Klarna's long-term potential, KLAR could become one of the most compelling speculative plays of the year.
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While we're not back to the frenzy of 2021, the IPO pipeline has revived. As of Sept. 16, about 224 companies have filed for IPOs in the U.S., up sharply from 136 at the same point in 2024.
IPOs often come with lofty valuations, volatile price swings, and limited operating histories, which can leave retail investors exposed if they jump in too soon. Institutional holders can also sell shares once the typical 90- to 180-day lockup expires.
Still, an IPO can offer an opportunity to get in on a growth story early. With any new listing, though, due diligence is critical. How you view Klarna's business model will dictate whether KLAR stock is right for your portfolio.
The BNPL Market Faces Growth and Regulatory Hurdles
The BNPL sector has enjoyed strong growth since the pandemic, when Affirm Holdings Inc. (NASDAQ: AFRM) went public in 2020. Since then, players like Block and PayPal have added BNPL options, and competition for lower-income consumers is intensifying.
But BNPL providers typically operate on razor-thin margins, relying on high transaction volumes and carefully managing credit losses. They also face growing regulatory scrutiny, with calls for stricter credit checks and more transparent fee disclosures—measures that can further squeeze profits.
Affirm, for example, went public in 2020 but only reported its first profitable quarter recently, a result driven more by surging demand than by operational efficiency.
Klarna, by contrast, has broader ambitions beyond point-of-sale financing.
Klarna's Shift Toward a Shopping and Payments Super-App
Klarna wants to be a shopping and payments "super-app." Its platform combines in-app shopping, price comparison tools, personalized recommendations, and loyalty rewards—all powered by artificial intelligence. It has also integrated OpenAI-powered shopping assistants to enhance user engagement.
Investors familiar with Chinese ecosystem plays will note parallels to Ant Group and Tencent's WeChat, each of which evolved from a single service (payments and messaging, respectively) into must-have super-apps that bundle shopping, finance, and more.
IPO Success Depends on Which Story Investors Believe
Klarna argues it merits a valuation more akin to a multi-service consumer platform—similar to many popular technology stocks—rather than a niche fintech lender. Bolstering that narrative, the firm posted its first quarterly profit in 2023, two years before its public debut.
That early profitability raises the bar for its first public earnings report later this year, but it also gives Klarna an opportunity to validate its story with real numbers.
Ultimately, the IPO's success depends on whether the market embraces the vision of Klarna as a super-app rather than pigeonholing it as just another BNPL stock.
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