While online BNPL options exploded during the pandemic, Citizens sees a chance to differentiate itself by tackling in-person businesses, and it’s expanding its network faster by working with Wisetack. 

Citizens Bank is partnering with Wisetack to bring BNPL financing to more in-person services through the fintech’s network of merchants.  

“We’re excited to partner with Wisetack and their growing network of merchant partners to enable more customers to responsibly pay for critical purchases like home repairs, maintenance, and improvement,” Citizens exec Christine Roberts said.  

Digital BNPL providers like Klarna and Affirm have dominated ecommerce, while startups like Hokodo and Insight Partners’ portfolio company Resolve are taking on B2B-focused BNPL, but there’s a gap in service for SMBs that sell to consumers in-person.

Citizens has historically had high-profile BNPL partnerships with Apple, Microsoft, and Best Buy, but sees an opportunity to expand its reach. Working with Wisetack allows it to access many small-business customers through a single connection.