A Global BNPL Leader Expanding in the U.S.
Buy Now, Pay Later (BNPL) has seen explosive growth in recent years, transforming how consumers access credit and manage their finances. Zip, a major player in this space, was founded in Australia over a decade ago and has since expanded globally. While already well-established in its home market, Zip entered the highly competitive U.S. market through its acquisition of Quadpay in 2020, rebranding as Zip US in 2021.
At Fintech Meetup 2025, Michael Goldman, Head of Strategy & Corporate Development at Zip US, outlined the company’s distinct approach to BNPL, the customer segments it serves, and its roadmap for continued growth in the U.S.
"We focus on providing financial flexibility for the everyday American," Goldman explained. "Thirty percent of Americans lack proper access to traditional forms of credit—around 119 million people. Many have been burned by high APRs or don’t qualify for credit cards with meaningful limits. Zip helps bridge that gap."
Beyond Traditional BNPL: A Dual-Sided Market
Unlike some BNPL providers that focus on high-end retail or discretionary spending, Zip’s primary focus is everyday spending needs. Through its open-loop virtual card, Zip customers can use installment payments anywhere Visa is accepted, rather than being limited to specific merchants. This differentiator, Goldman noted, has fueled Zip’s 30-40% annual growth in the U.S.
Zip operates on two fronts:
1️⃣ Consumers – Offering short-term, structured installment plans to help manage cash flow.
2️⃣ Merchants – Providing access to a new customer base that might not otherwise be able to complete purchases.
"For merchants, we’re not just another payment option—we’re a way to unlock demand," Goldman said. "On average, our merchants see a 20% increase in conversion rates and a 40% increase in average order value (AOV) when they offer Zip as a payment option."
Strategic Priorities for 2025
Looking ahead, Zip is doubling down on its core customer and merchant segments, aiming to expand financial access while improving affordability. A major initiative is the launch of Pay in Z, a flexible installment platform that allows customers to customize repayment schedules beyond the standard "pay in four" model.
"We started with Pay in Four, then introduced Pay in Eight. Now, with Pay in Z, we’re giving customers the flexibility to align repayments with their financial situation—whether that’s weekly, bi-weekly, or another schedule," Goldman explained.
Additionally, Zip will debut its first major B2B campaign, ACE (Access Changes Everything), at ShopTalk later this month. The campaign underscores Zip’s mission to expand credit access responsibly, ensuring that customers can navigate financial strain without resorting to high-interest debt.
The Merchant Experience: Seamless Integration
For merchants, integrating Zip is designed to be simple, regardless of technical expertise. Goldman outlined multiple integration pathways, including:
✔ Custom API integrations for full control and brand alignment.
✔ JavaScript-based virtual credit cards that can be enabled within days.
✔ Pre-built integrations with partners like Stripe and Adyen, allowing merchants to enable Zip payments without additional development work.
"If a merchant is already using Stripe, it’s even easier. They can activate Zip without a complicated setup process," Goldman noted.
What’s Next for BNPL?
With BNPL now a mainstream financing option, Goldman sees the next phase of innovation focused on personalization, AI, and risk optimization. While Zip already leverages machine learning for underwriting, the company is exploring ways to incorporate AI into customer experience enhancements and fraud prevention.
"We’re continuously refining our risk models to better serve our customers and merchants, ensuring that access to credit remains fair, responsible, and sustainable," Goldman said.
As Zip continues its U.S. expansion, its focus remains clear: unlocking financial access, driving merchant success, and redefining what BNPL can offer in an evolving financial landscape.
Disclaimer: The above podcast episode was generated using AI based on an interview transcript. While the content remains true to the original conversation, the voices, tone, and delivery were synthesized and do not represent actual recordings of the speakers. This AI-generated format is intended to enhance accessibility and provide an alternative way to engage with the discussion.
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