Splitit
“Can a card-linked, white-label installment layer displace traditional BNPL by using consumers' existing credit rather than issuing new loans?”
Splitit launched as a credit card-linked installment solution, differentiating itself from traditional BNPL by leveraging shoppers' existing credit card limits rather than issuing new credit or performing new underwriting. The model positions Splitit as infrastructure — providing white-label, embedded installment tech to merchants while keeping the merchant's brand front and center. Over time the company expanded from pure e-commerce into omnichannel and pay-after-delivery use cases, and introduced its own consumer lending entity (Splitit Consumer Funding LLC) to offer interest-bearing installment plans directly, broadening beyond the pure card-hold model.