Overview Leaderboard Methodology
Industry Report

Buy Now Pay Later Providers

Companies offering point-of-sale financing that lets consumers split purchases into installments, often with interest-free options for short terms.

Brands tracked: 33
Brands analyzed: 33
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 263
Total responses: 1,330
Top Brand Overall?
Klarna
92/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Klarna
81

Highest score on the LBA metric in this industry.

Authority Leader?
Klarna
95

Highest score on the Authority metric in this industry.

TOM Leader?
Klarna
100

Highest score on the TOM metric in this industry.

Klarna is the default answer in AI responses for Buy Now Pay Later Providers

Klarna and Afterpay together dominate AI responses for Buy Now Pay Later Providers. Both brands consistently surface unprompted, with the model treating them as the default answers for most category queries. Brands outside the top two face a structural disadvantage: users are usually given these two before the model even considers alternatives.

Brand Leaderboard All 33 Buy Now Pay Later Providers brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Klarna
klarna.com
 81
95
100
92
2
Afterpay
afterpay.com
 76
88
94
86
3
Affirm
affirm.com
 79
68
96
80
4
PayPal Invoicing
paypal.com
 65
84
89
79
5
Zip
ziphq.com
 58
33
81
54
6
Sezzle
sezzle.com
 62
9
45
31
7
CareCredit
carecredit.com
 71
7
7
17
8
Alma
helloalma.com
 58
6
6
15
9
Amazon
amazon.com
 60
6
6
15
10
Clearpay
clearpay.co.uk
 62
6
6
15
11
Sunbit
sunbit.com
 60
6
6
15
12
Addi
addi.com
 55
5
5
14
13
Atome
atome.sg
 54
5
5
14
14
Scalapay
scalapay.com
 58
6
6
14
15
Splitit
splitit.com
 57
6
6
14
16
Tabby
tabby.ai
 58
6
6
14
17
Tamara
tamara.co
 58
6
6
14
18
Uplift
uplift.com
 56
6
6
14
19
Billie
mybillie.com
 54
5
5
13
20
Humm
shophumm.com
 51
5
5
13
21
Oney
oney.com
 50
5
5
13
22
Laybuy
laybuy.com
 41
4
4
11
23
Openpay
openpay.com.au
 43
4
4
11
24
Ratepay
ratepay.com
 41
4
4
11
25
ChargeAfter
chargeafter.com
 39
4
4
10
26
Perpay
perpay.com
 38
4
4
10
27
Upstart
upstart.com
 36
4
4
10
28
Credova
credova.com
 30
3
3
8
29
ViaBill
viabill.com
 29
3
3
8
30
Fondeadora
fondeadora.com
 24
2
2
7
31
Pace
pacenow.co
 23
2
2
6
32
QisstPay
qisstpay.com
 23
2
2
6
33
CashtoCode Pay Later
cashtocode.com
 3
0
0
1

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 263 shared Buy Now Pay Later Providers prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 263 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →