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Klarna is a Swedish fintech company providing various financial services, primarily focused on online payments and shopping. Established by Sebastian Siemiatkowski, Niklas Adalberth and Victor Jacobsson with the purpose of simplifying and safeguarding e-commerce shopping experiences since 2005, Klarna provides services tailored specifically for this niche market.

Klarna started as an online payment service that allowed customers to make purchases without sharing their credit card details. Soon, however, Klarna quickly rose in popularity across Scandinavia before expanding its services into Britain and Germany in 2010. Today, Klarna operates in 19 countries worldwide with over 90 million active users.

Klarna's most beloved service is its "Buy Now, Pay Later" option which enables customers to make purchases online and pay later in installments without incurring interest or fees - an increasingly popular feature among younger shoppers who may prefer not using credit cards.

Klarna has also developed a mobile app that enables customers to shop at online stores and pay with their smartphones, offering features like price drop notifications, wish lists and one-click purchases, making shopping online simpler and easier for customers.

Klarna has rapidly risen to become one of Europe's most valued fintech companies with an estimated valuation of $40 billion as of 2021. Furthermore, Klarna has expanded into other financial services such as savings accounts, credit cards and personal loans - contributing significantly to its success overall. Klarna can attribute its growth primarily due to its dedication to offering seamless customer shopping experiences combined with innovative yet user-friendly financial products.

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