^{Photo: Klarna}

Klarna’s Ambitious Pivot Toward a Super App Future

Klarna, once known primarily for pioneering the “buy now, pay later” (BNPL) trend, is preparing to undergo a major transformation. CEO Sebastian Siemiatkowski is spearheading an aggressive push to turn Klarna into a comprehensive financial “super app,” leveraging the power of artificial intelligence to personalize and broaden its offerings beyond traditional financial services.

In a recent interview with CNBC, Siemiatkowski emphasized AI’s potential to reshape banking for Klarna’s 100 million global users, stating, “With AI, you can tailor the experience to each individual user in ways we’ve never been able to before.”

Expanding into New Markets: Klarna Launches U.S. Mobile Service

This week, Klarna announced a major expansion of its platform with the launch of mobile phone plans in the United States through a partnership with telecom startup Gigs. The new offering includes unlimited data, calls, and texts for $40 per month — directly competing with mobile services offered by other fintech rivals such as Revolut and N26, which have already ventured into telecom.

This move signals Klarna’s deeper ambition to position itself as more than a payments platform. Instead, it aims to become a one-stop-shop where consumers can manage nearly every aspect of their financial and daily lives from a single app.

Learning from Past Challenges: AI to Solve Super App Complexity

Klarna previously attempted to build a “super app” modeled after Asian giants like Tencent’s WeChat Pay and Ant Group’s Alipay — both of which integrate financial services, e-commerce, food delivery, transportation, and communication. However, Klarna’s earlier iteration was met with user confusion, as multiple offerings crowded the platform without clear integration.

“The customer got lost in too many buttons,” Siemiatkowski admitted. “But now, AI allows us to organize and present services in a more intuitive, individualized way.”

AI as the Backbone of Klarna’s Reinvention

Siemiatkowski views AI as central to Klarna’s reinvention. By analyzing spending habits, contract subscriptions, and financial behavior, Klarna aims to proactively offer users better deals, manage expenses, and optimize financial decisions in real time.

“If we know you’re overpaying for your mobile plan, we can use AI to suggest a better option — and with one click, implement it,” Siemiatkowski explained. “This is where AI allows us to move beyond just being a payment tool into becoming a true digital financial assistant.”

Simon Taylor, head of strategy at Sardine.ai, told CNBC: “The ultimate north star for fintech is to become a financial advisor in your pocket. Klarna is building publicly toward that vision.”

The Super App Model: Asia vs. Western Markets

While super apps dominate daily life in Asia, their success in Western markets has been more elusive. Regulatory hurdles, fragmented markets, and consumer skepticism have slowed their adoption in Europe and North America. Yet Siemiatkowski believes the rapid advancements in AI give Klarna a second chance to build a highly integrated financial ecosystem tailored for Western consumers.

“The opportunity is enormous — but making AI work reliably at scale remains the real challenge,” he said.

Overcoming Klarna’s BNPL Stereotype in the U.S.

In Europe, Klarna already functions as a full-service banking app, allowing users to store deposits, make payments, and invest. In the U.S., however, its reputation remains closely tied to BNPL, a business model that has drawn both popularity and criticism during inflationary times when many Americans rely on installment payments.

Klarna has faced mockery on social media for its partnerships with companies like DoorDash, which some U.S. consumers perceive as signs of economic desperation rather than innovation. “In the U.S., people see memes about us teaming up with DoorDash and assume it’s about the economy falling apart,” Siemiatkowski said. “You don’t see these reactions in Europe or the Nordics.”

Next Steps: Investing, Crypto, and a More Complete Financial Ecosystem

Looking ahead, Siemiatkowski envisions Klarna adding new services such as stock and cryptocurrency investments — areas already standard among leading neobanks. However, he stressed Klarna has no interest in directly competing with U.S. giants like Robinhood. Instead, Klarna aims to integrate investment tools into its broader financial management ecosystem.

“Offering both stock and crypto investing is simply becoming part of a modern digital banking experience,” Siemiatkowski said. “And we’re not far from making that a reality.”

IPO on Hold, But Growth Strategy Unchanged

Klarna’s plans for an initial public offering (IPO) were paused in April following increased global economic uncertainty, including newly imposed tariffs by the Trump administration. Despite the delay, Siemiatkowski remains optimistic.

“The U.S. is now our largest market by user base and is profitable for us,” he said. “We’ve achieved what we set out to do in terms of growth and branding. Whether or not we go public, our strategy stays the same.”

He added that an IPO would simply serve to provide liquidity for shareholders and additional funding options — not because Klarna needs to prove its viability.