What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 73% → 79% | +6pp |
| Consideration | 54% → 60% | +6pp |
| Investigation | 49% → 56% | +7pp |
| Claimed Usage | 40% → 48% | +8pp |
| Preference | 44% → 48% | +4pp |
What's behind the growth
Klarna has built its UK brand through payment integrations, festival sponsorship, product launches and new regulation.
It brought Apple Pay instalment payments to UK shoppers in September 2025, then went live on Google Pay UK in February 2026.
Klarna became headline sponsor of Latitude Festival in June 2025 in a multi-year deal, with Pay in 3 built directly into Ticketmaster's checkout for festival tickets.
That July it brought "Camp Klarna" to the site, a pastel-hued pitstop with DIY survival kits and a daily catwalk, and the partnership continued in 2026, with "Klarna presents Latitude 2026" running at Henham Park from 23 to 26 July.
It also launched the Klarna Card and Klarna Balance wallet in the UK in October 2025, brought instalment payments to Harvey Nichols in March 2026, and by August 2026 had expanded in-store payments across Garage and Dynamite stores in the UK, US and Canada to 300+ stores in total.
New FCA rules for the BNPL sector came into force in July 2026, a year after Klarna received its own UK Electronic Money Institution licence in July 2025.
