Agency: Nord DDB
To start with an obvious truth: Online payments is not a high interest category. Success has been driven mainly by access. Specific payment options, rather than payment brands, have been key drivers. This is not very surprising. Most of us are interested of what we buy, where we buy it, and some are even interested in the payment option. The brand of that option? Not so much.
All this led Swedish online payments company Klarna to massive success the first eleven years (2005-2016) without investing in brand. A large sales staff and better risk assessment than the competitors was key to Klarna's growth, driven mainly be pioneering "pay after delivery", meaning that you got an invoice after your online purchase, rather than having to enter all credit card details or making bank transfers when you purchased online.