Europe Alternative Lending Market Report 2025: Klarna and PayPal Expand Reach Through Partnerships, M&A Activity, and Cross-Regional Scaling Strategies – Forecasts to 2029 – ResearchAndMarkets.com

DUBLIN–(BUSINESS WIRE)–The “Europe Alternative Lending Market Size & Forecast by Value and Volume Across 100+ KPIs by Type of Lending, End-User Segments, Loan Purpose, Finance Models, Distribution Channels, and Payment Instruments – Databook Q4 2025 Update” has been added to ResearchAndMarkets.com’s offering.

Alternative lending market in Europe is poised to experience substantial growth, with an anticipated annual increase of 14.1%, reaching an approximate value of US$133.0 billion by 2025. The market saw robust expansion between 2020 and 2024, achieving a CAGR of 15.0%. This growth trend is set to proceed at a CAGR of 13.6% between 2025 and 2029, with projections pointing towards a value expansion from US$116.6 billion in 2024 to roughly US$221.4 billion by the end of 2029.

Key Trends and Drivers

Europe’s alternative lending landscape is evolving rapidly, driven by various factors. Buy Now, Pay Later (BNPL) and installment credit solutions continue to gain traction within retail sectors. These financial products are being shaped significantly by regulatory pressures and a focus on risk management. The integration of smarter underwriting through alternative data, coupled with embedding credit into platform ecosystems, is transforming credit origination. A market shift prioritizes lending efficiency over volume, emphasizing the ability to lend effectively within context.

Despite regulatory challenges, firms capable of aligning product innovation with regulatory compliance, sophisticated underwriting, and seamless platform integration stand to benefit. For BNPL specifically, projections indicate a 12.4% annual growth rate, reaching approximately US$191.3 billion by 2025. Partnerships with major e-commerce platforms strengthen BNPL’s market presence, with both online and offline merchants integrating installment and split-payment capabilities.

Regulatory Dynamics and Compliance

Europe is witnessing a regulatory tightening in the alternative credit space, particularly concerning BNPL, due to consumer protection concerns. The EU’s updated Consumer Credit Directive (CCD II) introduces requirements for stricter creditworthiness checks and higher lending standards, influencing growth dynamics. Providers are mandated to implement compliance-by-design, integrating built-in checks and auditability into their operations.

Technological Innovators: AI and Alternative Data

Lenders across Europe are increasingly relying on alternative data and machine learning to enhance decision-making processes. These tools are crucial for improving underwriting, assessing marginal borrowers, and refining pricing models. As alternative data usage becomes standardized, combining traditional and behavioral data is anticipated to enhance credit scoring.

Regulatory bodies may begin demanding transparency in AI models, prompting developments in model explainability and bias mitigation. Fintech partnerships leveraging platform data will play pivotal roles in maintaining competitive advantages.

Embedded Credit within Platforms

The origination of credit is moving from conventional lending apps to embedded solutions within non-financial platforms across various sectors. Credit is transitioning to a contextual service model, seamlessly integrated into digital experiences. Through partnerships, fintechs scale by embedding credit into platform ecosystems without independently acquiring customers.

Stand-alone lenders are shifting toward becoming infrastructure providers or underwriters behind the scenes. Winning strategies focus on owning the consumer experience and managing partner risks effectively.

Competitive Landscape and Strategic Movements

The alternative lending ecosystem in Europe is maturing, characterized by both major fintech entities and niche service providers. Market dynamics emphasize executional efficiency in underwriting, compliance, and platform integration. While large fintechs dominate volumes, specialized providers excel in focused verticals such as B2B lending.

Key players like Klarna and PayPal, through strategic partnerships, continue to expand reach across Europe. The market sees active M&A, with firms consolidating to scale across multiple regions, adapting to regulatory requirements, and optimizing capital efficiency.

Future Outlook

• Anticipated market consolidation as firms unable to scale or adapt face acquisitions or contractions.
• Increased integration of credit into merchant and platform touchpoints rather than direct applications.
• Regulation serving as a strategic advantage for firms with strong governance capabilities.
• Capital markets influencing lending capacity through securitization and risk management optimizations.

Overall, the alternative lending sector in Europe is positioned for continued evolution, with organizations adapting to a complex landscape shaped by regulation, technology, and consumer expectations. This dynamic environment offers significant opportunities for those able to align strategy with market trends and regulatory frameworks.

Key Attributes:

Key Topics Covered:

1. About this Report

2. Economic Indicators

3. Broader Market Enablers & Digital Infrastructure

4. Overall Lending Industry Attractiveness

5. Overall Lending Market Size and Forecast by Type of Lending

6. Overall Lending Market Size and Forecast by End-User

7. Retail Lending Market Size and Forecast by Loan Purpose / Use Case

8. SME/MSME Lending Market Size and Forecast by Loan Purpose / Use Case

9. Overall Lending Market Size and Forecast by Distribution Channel

10. Alternative Lending Industry Attractiveness

11. Alternative Lending Market Size and Forecast by End-User

12. Alternative Lending Market Size and Forecast by Finance Models

13. Alternative Lending Market Size and Forecast by Finance Models and End-User Segments

14. Alternative Lending Market Size and Forecast by Loan Purpose / Use Case – Retail (Consumer Lending)

15. Alternative Lending Market Size and Forecast by Loan Purpose / Use Case – SME/MSME (SME/MSME Lending)

16. Alternative Lending Market Size and Forecast by Payment Instrument

17. Alternative Lending by Finance Models across Payment Instruments

18. Alternative Lending Analysis by Consumer Demographics & Behavior

19. Further Reading

For more information about this report visit https://www.researchandmarkets.com/r/8hy973

About ResearchAndMarkets.com

ResearchAndMarkets.com is the world’s leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends.

Contacts

ResearchAndMarkets.com

Laura Wood, Senior Press Manager

press@researchandmarkets.com

For E.S.T Office Hours Call 1-917-300-0470

For U.S./ CAN Toll Free Call 1-800-526-8630

For GMT Office Hours Call +353-1-416-8900