DUBLIN, IRELAND – The Buy Now, Pay Later (BNPL) phenomenon is surging in Ireland, with new figures revealing that Irish consumers received over €100 million in short-term retail loans from a single major international provider.
Financial results for the 2025 financial year from the Australian-listed BNPL company Humm (formerly known in Ireland as Flexifi) show that its Irish operations are among its strongest globally.
The significant value of loans and advances—reaching A$189.5 million (€107.2 million)—underscores the country’s growing appetite for flexible, interest-free (if paid on time) installment financing. The Irish performance notably eclipsed that of Humm’s more recently established UK business.
The rapid expansion of BNPL services like Humm, which partners with a wide range of retailers across Ireland, reflects a broader shift in consumer spending habits toward convenient, deferred payment options for both small and large purchases. However, the soaring popularity of these products has attracted increasing attention from financial regulators concerned about the potential for rising consumer debt and the need for stronger protection measures.
