In a bold strategic shift, Afterpay has launched its latest brand campaign, “Own It,” to reposition itself in the minds of consumers as a smarter, more responsible alternative to credit cards. The campaign is part of a broader effort to expand Afterpay’s appeal beyond Gen Z and Millennials, and to challenge longstanding myths about Buy Now, Pay Later (BNPL) platforms.
The campaign breaks away from flashy consumerism and instead leans into financial empowerment, transparency, and responsible spending, key issues in the evolving fintech narrative. Afterpay wants consumers to know: using BNPL doesn’t mean being reckless — it can mean being savvy.
Why the Rebrand Matters
While Afterpay has seen massive adoption among younger users, the brand is now looking to broaden its reach and reshape public perception. The new messaging zeroes in on:
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Financial control – Emphasizing no interest, no hidden fees, and complete transparency.
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Everyday flexibility – Promoting the use of Afterpay not just for fashion or gadgets, but for groceries, travel, and even healthcare.
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Simplicity and trust – Positioning the platform as easy to use and safer than traditional revolving credit.
This rebranding effort is timely as BNPL players face increasing scrutiny from regulators and banks. By leaning into responsibility and empowerment, Afterpay aims to get ahead of the curve and redefine its value proposition in a competitive market.
Customer Retention & Loyalty Strategy
The “Own It” campaign is not just about acquisition — it’s also about deepening customer loyalty. With rewards integration, partnerships with major retailers, and in-app features like budgeting tools, Afterpay is building a sticky ecosystem designed to keep users engaged.
They’re also tapping into lifestyle loyalty — aligning the brand with values that resonate with users: freedom from debt, ease of use, and control over spending.
Final Thoughts
Afterpay’s repositioning marks an important evolution in fintech marketing — moving beyond product features to emotional resonance. The company is saying: you don’t need to go into debt to live well — just own it.
This isn’t just a marketing campaign; it’s a clear strategic shift that could define how BNPL providers compete against legacy financial institutions in the years to come.
Chintan is the Founder and Editor of Loyalty & Customers.
