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Special Report Affirm Is Expanding Buy Now, Pay Later Services for Rent PaymentsBy Jordan Chussler. Originally Published: 1/26/2026. 
What You Need to Know - 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. Among the S&P 500's 11 sectors, financials have fared the worst, down 2.73%. With Q4 2025 and full-year earnings season underway, the sector—including banks, investment firms, insurers, real estate companies, and fintechs—has produced mixed results. The big banks have been punished by the market despite many beating earnings-per-share (EPS) expectations. Asset management giant BlackRock (NYSE: BLK) reported an EPS beat and quarterly revenue growth of more than 23%, yet the stock is down over 2% since the report. Smaller companies in financial services are feeling the pain too, despite strong results. Online bank Ally Financial (NYSE: ALLY) posted record EPS growth, but the stock still slid more than 3%. One prominent buy now, pay later (BNPL) operator—reporting earnings on Feb. 5—could shake up both the sector's performance and its own industry in a way that may boost top-line growth. While Big Banks Bring Valuation Concerns, BNPLs Could Be a Bright Spot The rise of BNPL is striking. From vacations and fast food to electronics and groceries, usage has surged in recent years. Financial services firm Empower estimates that 90 million Americans used BNPL in 2025, with strong adoption among Millennials and Gen Z—48% and 44%, respectively. Empower also found that: - More than half of BNPL users are under 35, encompassing Gen Z (the fastest-growing cohort entering the workforce) and Millennials (the largest living adult generation).
- Monthly BNPL spending rose almost 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.
The trend looks set to continue. Industry consultancy Grand View Research forecasts the global BNPL market to grow at a compound annual growth rate (CAGR) of 27% between 2025 and 2033—rising from $9.5 billion in 2024 to more than $80 billion by 2033. BNPL companies originate consumer credit. And in 2026, demand for consumer lending remains robust. Buy Now, Pay Later Is Coming for Your Rent On Jan. 20, reports indicated that Affirm Holdings (NASDAQ: AFRM) will begin offering BNPL for rent payments. The fintech—one of the largest BNPL players with a market cap near $24 billion—plans to let customers split their monthly rent into two equal payments rather than a single lump sum, with 0% interest and no fees for those biweekly installments. According to CBS News, the limited pilot will run via a partnership with New York-based Esusu, which reports consumer payment information to major credit bureaus. 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 provider to offer rent-payment options, Affirm's move could drive meaningful top- and bottom-line growth and extend a streak of earnings beats that dates back to Q2 2024. When Affirm reported Q1 2026 results on Nov. 6, 2025, it posted EPS of $0.23, easily topping estimates of $0.11, with quarterly revenue rising nearly 34% year over year. The entry into rent payment processing 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 final quarter of 2025, when the company reported net income of $59 million. That milestone reflected a five-year average revenue growth rate of nearly 46%. It caught analysts' attention: 19 of the 29 covering Affirm assign the stock a Buy rating. By consensus, AFRM is a Moderate Buy with an average 12-month price target of $89.17—about 25% above the current price. Institutional ownership stands just above 69%, but over the past 12 months institutional outflows ($19.37 billion) have far exceeded inflows ($3.91 billion). After shares of AFRM rose more than 29% over the past year, many of those outflows may reflect profit-taking on realized gains. Importantly, based on Affirm's financial health metrics, the stock has been in the Green Zone for more than nine months, according to TradeSmith.
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