The EU Pink Deal
It's time for smarter regulations in Europe that empower local fintechs to compete, innovate, grow and – ultimately deliver maximum value to consumers and society as a whole.
The best vision for the future of Europe
Read our pledge
The digitalization of financial services and retail has revolutionized the way people shop, bank and pay. Consumers want choice and want providers to compete on the value they can drive for them - not for themselves. We're talking about a financial reset that's breaking barriers and empowering European consumers like never before.
But to make that future a reality, Europe needs a combination of two things: a healthy regulatory framework and fearless entrepreneurs ready to shake things up.
Enforce competition rules
Two thirds of European consumers are concerned about the market power held by foreign tech companies*. They fear this power affects competition and consumer choice in Europe. Large tech companies charge hefty fees on companies, startups and developers, impacting them like a tax. Europe has to enforce competition rules to make sure every business has a chance to compete fairly.
Championing EU-based entrepreneurs
Four out of five Europeans believe it's crucial to support European-based SMEs and startups*. Capital markets in Europe are still underdeveloped and need a much needed boost to leverage the full potential of the EU's internal market. Europe's future depends on how it can compete on the global stage. It must back the growth of local businesses and entrepreneurs, supercharging an environment where innovation can flourish.
Now is the time for change
Develop laser-focused regulations.
EU legislation should focus on giving consumers more choice and define targets like KPIs instead of prescriptive ways of being compliant, that deliver best outcomes for consumers and society.
Be the best innovator and competitor.
Capital markets in Europe suffer from a fragmented regulatory system, while tech giants charge high fees to EU companies. Europe needs to support the growth of local businesses and entrepreneurs and enforce fierce competition rules to promote innovation.
Be an AI implementation champion.
Europe can leave a mark and set a global AI standard by becoming a heavy-user of trustworthy AI that benefits society. As more companies adopt these technologies, Europe needs to consider the implications for the individuals affected.
Our vision for the future of Europe
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What consumers want from Europe
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Have your say!
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Our commitment
As a leading global business, Klarna has a clear responsibility to engage transparently and ethically. Klarna leads the way in the consumer credit, banking and payments space by providing fair and transparent products and services that help consumers and society. Therefore, Klarna is fully dedicated in its discussions with policymakers to promote the European Union’s competitiveness and better outcomes for European consumers and retailers.
About Klarna
Since 2005 Klarna has been on a mission to smooth commerce with consumer needs at the heart of it. With over 85 million global active users and 2.5 million transactions per day, Klarna’s fair, sustainable and AI-powered payment and shopping solutions are revolutionizing the way people shop and pay online and in-store, empowering consumers to shop smarter with greater confidence and convenience. More than 575,000 global retailers integrate Klarna’s innovative technology and marketing solutions to drive growth and loyalty, including H&M, Saks, Sephora, Macy’s, Ikea, Expedia Group, Nike and Airbnb.
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*YouGov survey for Klarna, March 2024.