Affirm has ‘ace in the hole’ amid Walmart competition, says JPMorgan

JPMorgan keeps a Neutral rating on Affirm (AFRM) after CNBC reported that One, a Walmart-backed fintech, has begun offering buy now, pay later at certain U.S. Walmart (WMT) locations. The announcement does not come as a complete surprise, as One first announced it was exploring a BNPL service in December 2022, the analyst tells investors in a research note. The firm points out Affirm expanded its relationship with Walmart in December 2023 to offer BNPL at self-checkout kiosks. For the time being, Affirm will remain a funding option at Walmart but will presumably compete head-to-head with One at the point of sale, adds JPMorgan. It believes the news “highlights the importance, foresight and wisdom” of launching the Affirm Card, which makes Affirm a funding option most anywhere Visa is accepted, while reducing Affirm’s reliance on merchant-driven promotion and exclusivity. The firm views the Affirm Card as the company’s “ace in the hole.”