BNPL Fintech Affirm Holdings, Inc. (NASDAQ: AFRM), the flexible payment solutions provider, has unveiled updates that broaden its “buy now, pay later” (BNPL) offerings across retail, home services, and wellness sectors.
Announced this month, these developments seemingly underscore Affirm’s commitment to transparent, consumer-friendly financing amid a growing demand for flexible payments.
By integrating with major platforms and enhancing mobile capabilities, Affirm is positioning itself to capture more of the $3.7 trillion U.S. health and wellness market by 2034, while addressing everyday spending needs.
One of the most significant advancements is the rollout of Affirm for in-store purchases using Apple Pay on iPhone.
Launched on September 15, 2025, this feature allows U.S. consumers to apply Affirm’s pay-over-time options at physical checkouts via their iPhones running iOS 16 or later.
Eligible purchases can now be split into biweekly or monthly payments starting at 0% APR, free of late or hidden fees.
Vishal Kapoor, Affirm’s Senior Vice President of Product, highlighted the expansion’s impact:
“Building on our successful launch that gave consumers access to Affirm when checking out with Apple Pay online and in-apps, we’re excited to expand our offering to the in-store payment experience. This gives Apple Pay users in the US added flexibility and transparency at even more checkouts.”
For merchants, the integration provides growth tools by offering diverse payment choices, potentially boosting sales without retaining user-linked transaction data by Apple.
This move bridges the gap between digital and physical retail, making BNPL more accessible in everyday scenarios like grocery runs or apparel buys, and could drive higher adoption as in-store shopping rebounds post-pandemic.
In addition to this, Affirm announced a partnership with ServiceTitan on September 16, 2025, to embed BNPL into the trades industry.
ServiceTitan, a software platform for home service contractors like plumbers and electricians, now integrates Affirm’s options into its digital payments system.
Homeowners facing average annual improvement costs of $8,800 can divide repair bills into manageable biweekly or monthly plans, again with no hidden fees and eligibility checks per transaction.
Rahul Hampole, ServiceTitan’s VP and GM of Fintech, emphasized the alignment:
“The average homeowner spends $8,800 per year on home improvement. With Affirm a part of our digital payments platform, our trusted customers will be able to offer a flexible, responsible way to spread out the costs of these essential services. Affirm’s commitment to transparency and putting customers first aligns with our core values.”
Wayne Pommen, Affirm’s Chief Revenue Officer, added:
“We’re excited to work with an industry leader like ServiceTitan to deliver payment choice and flexibility to the trades. Together, we’re giving homeowners more control over how they pay, while helping contractors reduce friction, win more jobs, and improve customer satisfaction.”
This multi-year collaboration empowers contractors to close deals faster and enhance client loyalty, addressing a key pain point in an industry where upfront costs often deter essential services.
As home maintenance demands rise with aging infrastructure, the partnership could transform how tradespeople compete and serve.
Rounding out the week’s news, Affirm teamed up with Vagaro on September 16, 2025, to bring flexible payments to beauty, wellness, and fitness businesses.
Vagaro’s platform, used by nearly 100,000 U.S. salons, spas, and studios, now enables online and in-person bookings with Affirm’s personalized plans starting at 0% APR.
Consumers benefit from fee-free installments, checked for eligibility at each use, making treatments like massages or gym memberships more affordable.
Fred Helou, Vagaro’s CEO said:
“Vagaro’s mission is to give businesses the tools they need to grow. Partnering with Affirm — a company that shares our commitment to trust, transparency, and putting customers first — helps us do just that.”
Pat Suh, Affirm’s SVP of Revenue, projected the potential:
“As the U.S. health and wellness market heads toward $3.7 trillion by 2034, businesses that offer flexible, transparent payment options will be best positioned to capture that growth.”
For merchants, this means attracting budget-conscious clients, fostering repeat business, and scaling in a booming sector driven by self-care trends.
These updates signal Affirm‘s aggressive push into diverse markets, emphasizing responsibility and product development.
By eliminating payment barriers, Affirm not only aims to aid consumers in managing cash flow but also tries to equip merchants with strategic advantages.
