ViaBill Enters Apple Pay, Igniting Denmark’s Regulated BNPL Market

COPENHAGEN, Denmark – December 16, 2025 – In a significant move for the Danish fintech landscape, payment solutions provider ViaBill announced today that its 'Pay Later' installment plans are now accessible through Apple Pay. For millions of Danish consumers using iPhones and iPads, this integration promises a more flexible and seamless way to manage purchases, both online and in physical stores.

The new capability allows eligible customers who have added their ViaBill Mastercard to their Apple Wallet to split purchases into predictable monthly installments directly at the point of sale. "ViaBill has always focused on making payments simple, transparent and responsible for our customers," stated Jan Lytje-Hansen, CEO and Founder of ViaBill, in the official announcement. "This launch puts that type of experience in more places — all with the ease and security that customers know and love from Apple Pay."

While the announcement highlights user convenience and retailer benefits, it lands in a market that is anything but static. The integration is a key development at the crossroads of evolving consumer habits, intense market competition, a major strategic pivot by Apple, and a rapidly tightening regulatory framework for the Buy Now, Pay Later (BNPL) industry across Europe.

A Seamless Checkout in a Competitive Arena

For the end-user, the value proposition is clear: friction is the enemy of modern commerce. In a country where Apple products accounted for over 60% of mobile devices sold in 2021 and contactless payments are ubiquitous, embedding BNPL options directly into the native Apple Pay interface is a logical and powerful evolution. Instead of navigating a separate checkout flow or being redirected to a third-party site, consumers can now select their ViaBill Mastercard, tap 'Pay Later,' and choose an installment plan within the familiar, secure environment of Apple's ecosystem.

However, ViaBill is not the first to this party. The move comes just a month after global fintech giant Klarna announced a similar integration for its own BNPL products with Apple Pay in Denmark, Sweden, and Spain. This underscores the fierce competition in the Scandinavian BNPL market, where gaining prime real estate within dominant mobile wallets is now a critical battleground for customer acquisition and retention.

This integration also aligns perfectly with Apple's revamped global financial services strategy. In a surprising turn earlier this year, Apple discontinued its own in-house 'Apple Pay Later' service in the United States. Instead of acting as a direct lender, the tech giant is now positioning itself as a platform orchestrator, forging partnerships with established financial institutions and fintech players worldwide. By integrating third-party installment loan options, Apple can expand its financial offerings globally, minimize its direct exposure to credit risk and regulatory burdens, and enhance the 'stickiness' of its payment ecosystem. ViaBill's Danish integration is a textbook example of this new partnership-driven model in action.

Flexibility Meets the New Regulatory Reality

The convenience of BNPL has long been shadowed by concerns over consumer debt and a lack of oversight. Regulators in Denmark and across the European Union have taken decisive action to close these gaps, fundamentally altering the landscape in which companies like ViaBill operate.

Effective since July 1, 2023, new Danish legislation has brought BNPL providers under the purview of the Danish Credit Agreement Act. The amendment mandates that these firms conduct thorough creditworthiness assessments on consumers before extending credit, a requirement previously reserved for traditional lenders. Furthermore, BNPL providers were required to apply for a consumer lending license from the Danish Financial Supervisory Authority (Finanstilsynet) by the start of 2024. This regulatory tightening aims to protect consumers from the cycle of over-indebtedness that can arise from seemingly innocuous, interest-free installment plans that carry significant fees for late payments.

On a broader scale, the EU's second Consumer Credit Directive (CCD2), which came into force in late 2023, is set to be fully implemented by member states by November 2026. CCD2 explicitly brings nearly all BNPL schemes under its regulatory umbrella, demanding stricter rules on credit checks, fee caps, and marketing transparency. For BNPL providers, the era of operating in a regulatory gray area is definitively over. They must now function with the same rigor and accountability as established credit institutions, a shift that requires significant investment in compliance and risk management infrastructure.

ViaBill's offering, which requires a credit assessment for account creation, appears aligned with these new domestic rules. However, the cost structure—which can include a monthly account fee and a separate fee for the ViaBill Mastercard—highlights the importance of the transparency mandated by these new laws, ensuring consumers understand the total cost of credit beyond the 0% interest rate.

A New Growth Lever for Danish Retailers

For Danish retailers, this integration represents a powerful new tool to drive growth. The ability to offer flexible payment options directly within a high-trust platform like Apple Pay can significantly impact key business metrics. By lowering the upfront financial barrier for larger purchases, merchants can expect to see a rise in both conversion rates and average order value (AOV).

Offering a seamless BNPL option can reduce cart abandonment, a persistent challenge in e-commerce. The familiarity and security of the Apple Pay interface, combined with the financial flexibility of ViaBill, creates a checkout experience that is both convenient and reassuring for the customer. This enhanced customer experience can translate into greater loyalty and repeat business in a competitive retail environment.

Of course, this advantage comes at a cost. Merchants partnering with ViaBill typically face a one-time setup fee and a transaction fee on each order, which for webshops is around 2.95% per order. Businesses must weigh these costs against the potential uplift in sales and customer lifetime value. For many, especially those selling higher-ticket items or targeting younger demographics who favor installment payments, the investment is likely to provide a strong return.

The convergence of ViaBill's BNPL service with Apple's ubiquitous payment platform is more than just a new feature launch; it is a clear signal of the industry's maturation. As financial technology becomes more deeply embedded in the infrastructure of daily commerce, the future will be defined by a delicate balance between frictionless innovation, robust competition, and the essential guardrails of consumer protection.