Key Highlights :

Klarna is offering an unlimited $40/month 5G mobile service in the U.S. with eSIM and no contracts.

It aims to create an AI-driven "super app" that handles spending, service switching, and financial choice.

Key Background :

1. Klarna's strategic shift

Historically best recognized for buy-now-pay-later services, Klarna is now looking to reinvent itself in its customers' lives as an end-to-end financial and lifestyle app. The launch of a mobile service is the result of a more extensive plan to consolidate key services into one digital roof.

2. Streamlining service switching

The $40/month tier gives consumers unlimited 5G data, calls, and messages, using eSIM technology for instant, activation-free activation. According to Klarna's own research, consumers know that there are always better offers available but don't switch telco or utility services because it's too much trouble. Klarna wants to remove that friction through automation and AI-powered decision support.

3. AI at the center

Klarna's platform will scan user spending through artificial intelligence to identify saving opportunities. It will alert users whenever cheaper alternatives exist, so they can authorize changes in real time. The AI assistant will process the backend work—cancellation, registration, and switching—thus making optimization almost seamless.

4. Super app-inspired

Klarna's approach is modeled on profitable Asian super apps and fintechs such as Revolut and Nubank that bundle financial products with telecom services. The push toward such bundling is fueled by consumer preference for convenience and the increasing viability of combining products using digital platforms.

5. Growing reach and revenue

Rolling out first in the US, Klarna intends to roll out its mobile product to the UK, Germany, and other markets. The move is also a strategic repositioning during its delayed IPO phase, marking a turnaround to more extensive service integration and intense customer retention through AI-driven innovation.