Affirm’s long-anticipated arrival comes as U.K. lawmakers mull new rules to bring BNPL firms into line with other traditional consumer credit services, though such laws aren’t expected to come into effect until at least 2026 — long enough for Affirm to build traction and curry favor with consumers and regulators alike.

Move comes as British government looks to bring the popular borrowing method under FCA rules

Payment network Affirm has announced the UK launch of its flexible and transparent pay-over-time options. This expansion into the UK market adds to Affirm's existing presence in the US and Canada. where it has built a network of 50 million consumers and over 300,