Affirm is much more than buy now, pay later. Our 2026 homepage had to reflect the very best of the product—clearly, confidently, and without a word wasted.
The Brief
The previous homepage was heavily focused on shopping—which made sense historically, but undersold what Affirm actually is. The goal was to reposition it as a full payments experience: something that goes with you everywhere, not just to a handful of checkouts.
I wrote approximately 90% of the copy, working closely with product marketing and our creative design team to land on the most important value props and how to visualize them. Based on PMM's user research, we mapped out the most important messages: no fees (ever!), and no impact to credit.
My personal fav
This line takes Affirm out of the BNPL category entirely and signals ubiquity—the promise that Affirm is everywhere, not just at a handful of checkouts. The sections that follow aren't arbitrary—the Affirm Card, the app's special offers, and in-store checkout each illustrate a different dimension of that headline. The copy sets up a structure, the design proves it.