Brandwave

How popular isAffirm in search?

In August 2026, there were an estimated 1.5M branded searches for Affirm worldwide which held steady over the last 11 months. Affirm holds 26.5% estimated Share of Search among buy now pay later services worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Klarna48.5%
  2. Affirm26.5%
  3. Afterpay17.7%
  4. Clearpay4.4%
  5. Sezzle2.9%
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Which buy now pay later services compete with Affirm?

Affirm against buy now pay later services worldwide, by month

Share of Search by month for Klarna, Affirm, Afterpay, Clearpay, Sezzle. The figures are in the table below the chart.

View monthly share of search table
MonthKlarnaAffirmAfterpayClearpaySezzle
Oct 202551.7%23.1%18.8%3.8%2.5%
Nov 202551%22.8%18.6%4.6%3.1%
Dec 202555.9%20.5%16.7%4.1%2.7%
Jan 202653.2%23.8%15.9%3.9%3.2%
Feb 202650.5%27.6%15.2%3.7%3%
Mar 202648.9%26.8%17.8%3.6%2.9%
Apr 202650.1%27.4%15%4.5%3%
May 202648.5%26.5%17.7%4.4%2.9%
Jun 202650.1%27.4%15%4.5%3%
Jul 202648.5%26.5%17.7%4.4%2.9%
Aug 202648.5%26.5%17.7%4.4%2.9%
Sep 2026—————

  1. 1.Klarna

    48.5%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Affirm

    26.5%

    Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Afterpay

    17.7%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Clearpay

    4.4%

    Held 4th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Sezzle

    2.9%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Affirm and its closest rivals

How has branded search demand for Affirm changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Affirm worldwide held steady at 1.5M.
  • Across the 11 months ending August 2026, Affirm’s estimated Share of Search among buy now pay later services worldwide increased from 23.1% to 26.5%.
  • Across the 11 months ending August 2026, Affirm’s estimated Share of Search among buy now pay later services worldwide peaked at 27.6% in February 2026 and was lowest at 20.5% in December 2025.

How did search popularity change for buy now pay later services worldwide in August 2026?

  1. Estimated monthly branded searches for Klarna worldwide fell 18.2% over 11 measured months, from 3.4M to 2.7M in August 2026.

  2. Estimated monthly branded searches for Afterpay worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

Where does Affirm compete?

Affirm is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Buy now pay later services2nd of 526.5%Shown above
Buy now pay later2nd of 527.4%Show ranking

How is Affirm measured?

Brandwave collects information about searches that people make online using Affirm’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • affirm

Do you work for Affirm? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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