How popular isAffirm in search?
In September 2026, there were an estimated 1M branded searches for Affirm in United States which is down 18% over the last 12 months. Affirm holds 42.4% estimated Share of Search among United States buy now pay later services and is ranked 1st of 4 competitors for search popularity.
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Which buy now pay later services compete with Affirm?
Share of Search by month for Affirm, Klarna, Afterpay, Sezzle. The figures are in the table below the chart.
View monthly share of search table
| Month | Affirm | Klarna | Afterpay | Sezzle |
|---|---|---|---|---|
| Oct 2025 | 42.8% | 28.9% | 23.6% | 4.7% |
| Nov 2025 | 42.3% | 28.6% | 23.4% | 5.7% |
| Dec 2025 | 38% | 31.2% | 25.7% | 5.1% |
| Jan 2026 | 44.7% | 30.2% | 20.2% | 4.9% |
| Feb 2026 | 44.8% | 30.1% | 20.2% | 4.9% |
| Mar 2026 | 47.8% | 26.4% | 21.5% | 4.3% |
| Apr 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| May 2026 | 47.3% | 26.1% | 21.3% | 5.2% |
| Jun 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Jul 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Aug 2026 | 47.3% | 26.1% | 21.3% | 5.2% |
| Sep 2026 | 42.4% | 28.5% | 23.3% | 5.7% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.4% | 1M | -18% | -4.9 points | |
| 2, held 2nd | 28.5% | 673K | 0% | +2.4 points | |
| 3, held 3rd | 23.3% | 550K | 0% | +2 points | |
| 4, held 4th | 5.7% | 135K | 0% | +0.5 points |
1.
Affirm42.4%
Held 1st. 1M estimated branded searches, -18% vs prior month. Share -4.9 points.
2.
Klarna28.5%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +2.4 points.
3.
Afterpay23.3%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share +2 points.
4.
Sezzle5.7%
Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.5 points.
Compare search popularity between Affirm and its closest rivals
Every comparison with Affirm
3 comparisons
How has branded search demand for Affirm changed in United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Affirm in United States fell from 1.2M to 1M.
- Across the 12 months ending September 2026, Affirm’s estimated Share of Search among buy now pay later services in United States peaked at 47.8% in March 2026 and was lowest at 38% in December 2025.
How did search popularity change for United States buy now pay later services in September 2026?
3 changes
In September 2026, Klarna gained estimated Share of Search among buy now pay later services in United States, from 26.1% to 28.5%.
In September 2026, Afterpay gained estimated Share of Search among buy now pay later services in United States, from 21.3% to 23.3%.
In September 2026, Affirm lost estimated Share of Search among buy now pay later services in United States, from 47.3% to 42.4%.
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
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