With major partnerships and growing adoption, Affirm is making its mark in the UK payments landscape.

At the FTT Embedded Finance & Super-Apps event in May earlier this year, we caught up with Ruth Sprat, UK Country Manager for Affirm, to hear about their rapid growth and plans for the UK market.

Already live in the US and Canada, Affirm has now officially launched its products in the UK; backed by a set of high-profile partnerships with Adyen, WooCommerce, and Shopify. These collaborations will enable tens of thousands of UK merchants to offer Affirm’s solutions, opening up new options for consumers across the country.

Reflecting on the panel discussion she joined, Ruth highlighted the pace of change in the industry and diversity of opinions. Payment types like buy now, pay later are not just a trend – they’re used by millions in the UK and are here to stay. For providers, the challenge (and opportunity) lies in evolving alongside customer expectations to meet demand. Hear from Ruth directly in the interview below.

For your next opportunity to learn about embedding payments, lending, insurance, and more into customer journeys, join the FTT Embedded Finance stage at the FTT Fintech Festival on 10th – 11th November.