Affirm brand profile in the U.S. 2023

Buy now, pay later brands

Affirm brand profile in the U.S.

Affirm is one of the most well-known Buy Now, Pay Later (BNPL) providers in the United States. With 60 percent, the San-Francisco based company has one of the highest brand awareness among BNPL users in the U.S., and it is popular with 24 percent.
Founded in 2012, Affirm was one of the earliest entries in the BNPL space in the U.S. The brand is currently well-known among Millennials in particular, and generally speaking, Affirm users value being successful in their lives highly.

Brand KPI profile

U.S. consumers know Affirm, but there is still potential for growth

Over 60 percent of Buy Now, Pay Later (BNPL) users in the United States recognize Affirm. The brand is popular among 24 percent of BNPL users, while 22 percent had used it in the past 12 months before our exclusive survey. Meanwhile, an aspect where Affirm still has some growth potential is our buzz KPI, as only 22 percent of Buy now, pay later users had noticed it on social media or other forms of media in the past three months before the survey.

U.S. consumers know Affirm, but there is still potential for growth. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	64.0%
Popularity	24.0%
Usage	22.0%
Loyalty	19.0%
Buzz	22.0%

Generations

Millennials love to buy now, pay later with Affirm

Affirm vibes with Millennials. As shown by our side-by-side comparison of brand KPIs in all generations, consumers born between 1980 – 1994 are most aware of Affirm. Millennials also lead all other Affirm brand KPIs, including brand popularity, usage share, and brand loyalty. The San-Francisco based brand is also doing well among Generation X and Baby Boomers, while it scores a bit lower with Gen Z in most brand KPIs.

Millennials love to buy now, pay later with Affirm. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	64.0%	58.0%	69.0%	68.0%	45.0%
Popularity	24.0%	18.0%	28.0%	25.0%	19.0%
Usage	22.0%	13.0%	28.0%	20.0%	23.0%
Loyalty	19.0%	12.0%	25.0%	17.0%	19.0%
Buzz	22.0%	17.0%	30.0%	15.0%	13.0%

Life values

Affirm users and non-users share similar life values

According to the survey results, both users and non-users of the Buy now, pay later (BNPL) brand Affirm share quite similar values in life. Having an honest and respectable life is the most important aspect for both groups, followed by maintaining a happy relationship, and safety and security. However, learning new things, advancing career, and traditions seem to be slightly more important for Affirm users. Social justice is the least important aspect for both groups.

Published November 23, 2023

Affirm users and non-users share similar life values. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Affirm user	Non-user
An honest and respectable life	48.0%	48.0%	48.0%
A happy relationship	46.0%	45.0%	46.0%
Safety and security	41.0%	38.0%	41.0%
To be successful	33.0%	33.0%	33.0%
Making my own decisions	33.0%	25.0%	34.0%
Having a good time	29.0%	27.0%	29.0%
Learning new things	28.0%	33.0%	27.0%
Advancing my career	15.0%	18.0%	15.0%
Traditions	15.0%	20.0%	14.0%
Social justice	12.0%	14.0%	12.0%