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More Reading from MarketBeat

Affirm Is Expanding Buy Now, Pay Later Services for Rent Payments

By Jordan Chussler. Published: 1/26/2026. 

Article Highlights

• Buy now, pay later services are booming in popularity, with a projected CAGR of 27% through 2033.  
• BNPL provider Affirm is about to start offering its services for rent payments..
• Analysts believe the stock is trading around 25% lower than where it will be in a year from now.

Over the past month, financial stocks have been hit hard. Of the S&P 500’s 11 sectors, financials have been the worst performer, down 2.73%.

With full-year and Q4 2025 earnings season underway, the sector—which spans banks and investment firms to insurance companies, real estate and fintech firms—has delivered mixed results.

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The big banks have been punished by the market despite generally beating earnings-per-share (EPS) expectations. Asset manager BlackRock (NYSE: BLK) posted an EPS beat and quarterly revenue growth of more than 23%, yet the stock is down over 2% since the report.

Smaller financial-services names have struggled as well, even after strong results. Online bank Ally Financial (NYSE: ALLY) reported record EPS growth, but its stock slid more than 3%.

Now, one prominent buy now, pay later (BNPL) operator—reporting on Feb. 5—is looking to shake up both the financial sector’s recent performance and its own industry in a way that could drive top-line growth.

While Big Banks Bring Valuation Concerns, BNPLs Could Be a Bright Spot

The rise of BNPL is hard to overstate. From vacations and fast food to electronics and groceries, its usage has surged in recent years.

Financial-services firm Empower estimates that 90 million Americans used BNPL in 2025, with particularly high adoption among Millennials and Gen Z — 48% and 44%, respectively.

Empower also found that:

• More than half of BNPL users are under 35, including the fastest-growing generation entering the workforce (Gen Z) and the largest living adult generation (Millennials).
• Monthly BNPL spending rose nearly 21%, from $201.60 in June 2024 to $243.90 in June 2025.
• Over half of Gen Z (55%) say BNPL helps them better manage their finances.

That popularity is expected to continue. Industry consultant Grand View Research forecasts the global BNPL market to grow at a compound annual growth rate (CAGR) of 27% from 2025 to 2033, expanding from $9.5 billion in 2024 to more than $80 billion by 2033.

What BNPL companies sell is debt — and in 2026, demand for consumer credit remains strong.

Buy Now, Pay Later Is Coming for Your Rent

On Jan. 20, reports indicated that Affirm Holdings (NASDAQ: AFRM) will begin offering BNPL options for rent payments.

The fintech — one of the largest BNPL companies with a market cap near $24 billion — plans to let customers split their monthly rent into two equal payments instead of a single lump sum, at 0% interest and with no fees for the biweekly installments.

According to CBS News, the limited pilot will be offered through a partnership with New York-based Esusu, which reports consumer payment information to major credit agencies.

An Affirm representative said the company will underwrite every application and approve only those it believes can “responsibly afford to repay.” While not the first BNPL firm to test rent payments, Affirm could see notable top- and bottom-line benefits from the move, continuing a streak of earnings beats that dates back to Q2 2024.

When the company reported Q1 2026 earningson Nov. 6, 2025, it posted EPS of $0.23, easily topping analyst estimates of $0.11, with quarterly revenue up nearly 34% year-over-year. The move into rent payments could act as a near-term catalyst, even as a limited pilot.

What Wall Street Thinks About Affirm Holdings?

Since its January 2021 IPO, Affirm had not been profitable—until the last quarter of 2025, when the company reported net income of $59 million.

This improvement has been supported by a five-year average revenue growth rate of nearly 46%.

That performance drew analyst attention: 19 of the 29 analysts covering Affirm assign the stock a Buy rating.

By consensus, AFRM carries a Moderate Buy rating with an average 12-month price target of $89.17, suggesting roughly 25% upside. Institutional ownership is about average at just over 69%, though over the past 12 months outflows have exceeded inflows — $19.37 billion versus $3.91 billion.

After shares of AFRM gained more than 29% over the past year, many of those outflows may simply reflect investors taking profits.

Based on Affirm’s financial health, the stock has also been in the Green Zone for more than nine months, according to TradeSmith.

If the rent-payment pilot scales, it could meaningfully expand Affirm’s addressable market and act as a catalyst for further BNPL adoption — potentially helping both the company’s top line and the broader financial sector sentiment.

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