Customers shop in a Walmart Supercenter on February 20, 2024 in Hallandale Beach, Florida.
Joe Raedle | Getty Images News | Getty Images
Walmart’s majority-owned fintech startup One has begun offering buy now, pay later loans for big-ticket items at some of the retailer’s more than 4,600 U.S. stores, CNBC has learned.
The move puts One in direct competition with Affirm, the BNPL leader and exclusive provider of installment loans for Walmart customers since 2019. It’s a relationship that the Bentonville, Arkansas, retailer expanded recently, introducing Affirm as a payment option at Walmart self-checkout kiosks.
It also likely signals that a battle is brewing in the store aisles and ecommerce portals of America’s largest retailer. At stake is the role of a wide spectrum of players, from fintech firms to card companies and established banks.
One’s push into lending is the clearest sign yet of its ambition to become a financial superapp, a mobile one-stop shop for saving, spending and borrowing money.
Since it burst onto the scene in 2021, luring Goldman Sachs veteran Omer Ismail as CEO, the fintech startup has intrigued and threatened a financial landscape dominated by banks — and poached talent from more established lenders and payments firms.
But the company, based out of a cramped Manhattan WeWork space, has operated mostly in stealth mode while developing its early products, including a debit account released in 2022.
Now, One is going head-to-head with some of Walmart’s existing partners like Affirm who helped the retail giant generate $648 billion in revenue last year.
Walmart’s Fintech startup One is now offering BNPL loans in Secaucus, New Jersey.
Hugh Son | CNBC
On a recent visit by CNBC to a New Jersey Walmart location, ads for both One and Affirm vied for attention among the Apple products and Android smartphones in the store’s electronics section.
Offerings from both One and Affirm were available at checkout, and loans from either provider were available for purchases starting at around $100 and costing as much as several thousand dollars at an annual interest rate of between 10% to 36%, according to their respective websites.
Electronics, jewelry, power tools and automotive accessories are eligible for the loans, while groceries, alcohol and weapons are not.
Buy now, pay later has gained popularity with consumers for everyday items as well as larger purchases. From January through March of this year, BNPL drove $19.2 billion in online spending, according to Adobe Analytics. That’s a 12% year-over-year increase.
Walmart and One declined to comment for this article.
Who stays, who goes?
One’s expanding role at Walmart raises the possibility that the company could force Affirm, Capital One and other third parties out of some of the most coveted partnerships in American retail, according to industry experts.
“I have to imagine the goal is to have all this stuff, whether it’s a credit card, buy now, pay later loans or remittances, to have it all unified in an app under a single brand, delivered online and through Walmart’s physical footprint,” said Jason Mikula, a consultant formerly employed at Goldman’s consumer division.
Affirm declined to comment about its Walmart partnership. Shares of Affirm climbed 2% Tuesday, rebounding after falling more than 8% in premarket activity.
For Walmart, One is part of its broader effort to develop new revenue sources beyond its retail stores in areas including finance and health care, following rival Amazon’s playbook with cloud computing and streaming, among other segments. Walmart’s newer businesses have higher margins than retail and are a part of its plan to grow profits faster than sales.
In February, Walmart said it was buying TV maker Vizio for $2.3 billion to boost its advertising business, another growth area for the retailer.
‘Bank of Walmart’
When it comes to finance, One is just Walmart’s latest attempt to break into the banking business. Starting in the 1990s, Walmart made repeated efforts to enter the industry through direct ownership of a banking arm, each time getting blocked by lawmakers and industry groups concerned that a “Bank of Walmart” would crush small lenders and squeeze big ones.
To sidestep those concerns, Walmart adopted a more arms-length approach this time around. For One, the retailer created a joint venture with investment firm firm Ribbit Capital — known for backing fintech firms including Robinhood, Credit Karma and Affirm — and staffed the business with executives from across finance.
Walmart has not disclosed the size of its investment in One.
The startup has said that it makes decisions independent of Walmart, though its board includes Walmart U.S. CEO, John Furner, and its finance chief, John David Rainey.
One doesn’t have a banking license, but partners with Coastal Community Bank for the debit card and installment loans.
After its failed early attempts in banking, Walmart pursued a partnership strategy, teaming up with a constellation of providers, including Capital One, Synchrony, MoneyGram, Green Dot, and more recently, Affirm. Leaning on partners, the retailer opened thousands of physical MoneyCenter locations within its stores to offer check cashing, sending and receiving payments, and tax services.
From paper to pixels
But Walmart and One executives have made no secret of their ambition to become a major player in financial services by leapfrogging existing players with a clean-slate effort.
One’s no-fee approach is especially relevant to low- and middle-income Americans who are “underserved financially,” Rainey, a former PayPal executive, noted during a December conference.
“We see a lot of that customer demographic, so I think it gives us the ability to participate in this space in maybe a way that others don’t,” Rainey said. “We can digitize a lot of the services that we do physically today. One is the platform for that.”
One could generate roughly $1.6 billion in annual revenue from debit cards and lending in the near term, and more than $4 billion if it expands into investing and other areas, according to Morgan Stanley.
Walmart can use its scale to grow One in other ways. It is the largest private employer in the U.S. with about 1.6 million employees, and it already offers its workers early access to wages if they sign up for a corporate version of One.
Walmart’s next card
There are signs that One is making a deeper push into lending beyond installment loans.
Walmart recently prevailed in a legal dispute with Capital One, allowing the retailer to end its credit-card partnership years ahead of schedule. Walmart sued Capital One last year, alleging that its exclusive partnership with the card issuer was void after it failed to live up to contractual obligations around customer service, assertions that Capital One denied.
The lawsuit led to speculation that Walmart intends to have One take over management of the retailer’s co-branded and store cards. In fact, in legal filings Capital One itself alleged that Walmart’s rationale was less about servicing complaints and more about moving transactions to a company it owns.
“Upon information and belief, Walmart intends to offer its branded credit cards through One in the future,” Capital One said last year in response to Walmart’s suit. “With One, Walmart is positioning itself to compete directly with Capital One to provide credit and payment products to Walmart customers.”
A Capital One Walmart credit card sign is seen at a store in Mountain View, California, United States on Tuesday, November 19, 2019.
Yichuan Cao | Nurphoto | Getty Images
Capital One said last month that it could appeal the decision. The company declined to comment further.
Meanwhile, Walmart said last year when its lawsuit became public that it would soon announce a new credit card option with “meaningful benefits and rewards.”
One has obtained lending licenses that allow it to operate in nearly every U.S. state, according to filings and its website. The company’s app tells users that credit building and credit score monitoring services are coming soon.
Catching Cash App, Chime
And while One’s expansion threatens to supersede Walmart’s existing financial partners, Walmart’s efforts could also be seen as defensive.
Fintech players including Block’s Cash App, PayPal and Chime dominate account growth among people who switch bank accounts and have made inroads with Walmart’s core demographic. The three services made up 60% of digital player signups last year, according to data and consultancy firm Curinos.
But One has the advantage of being majority owned by a company whose customers make more than 200 million visits a week.
It can offer them enticements including 3% cashback on Walmart purchases and a savings account that pays 5% interest annually, far higher than most banks, according to customer emails from One.
Those terms keep customers spending and saving within the Walmart ecosystem and helps the retailer better understand them, Morgan Stanley analysts said in a 2022 research note.
“One has access to Walmart’s sizable and sticky customer base, the largest in retail,” the analysts wrote. “This captive and underserved customer base gives One a leg up vs. other fintechs.”
U.S. Treasury Secretary Scott Bessent speaks with the media as he departs to return to the U.S., while trade talks between the U.S. and China continue, in London, Britain, June 10, 2025.
Toby Melville | Reuters
The U.S. and China have reached consensus on trade, representatives from both sides said following a second day of high-level talks in London, according to an NBC transcript.
“We have reached a framework to implement the Geneva consensus and the call between the two presidents,” U.S. Commerce Secretary Howard Lutnick said.
That echoed comments from the Chinese side, shared via a translator.
Lutnick said he and U.S. Trade Representative Jamieson Greer will head back to Washington, D.C., to “make sure President Trump approves” the framework. If Xi also approves it, then “we will implement the framework,” Lutnick said.
Earlier, U.S. Treasury Secretary Scott Bessent told reporters he was headed back to the U.S. in order to testify before Congress on Wednesday.
This is breaking news. Please check back for updates.
Jeffrey Gundlach speaking at the 2019 Sohn Conference in New York on May 6, 2019.
Adam Jeffery | CNBC
DoubleLine Capital CEO Jeffrey Gundlach said Tuesday that international stocks will continue to outshine U.S. equities on the back of what he believes to be the dollar’s secular downtrend.
“I think the trade is to not own U.S. stocks, but to own stocks in the rest of the world. It’s certainly working,” Gundlach said in an investor webcast. “The dollar is now in what I think is the beginning of [a] secular decline.”
Gundlach, whose firm managed about $95 billion at the end of 2024, said dollar-based investors who buy foreign stocks could enjoy “a double barreled wind” if the greenback declines against foreign currencies and international equities outperform.
The dollar has weakened in 2025 as Trump’s aggressive trade policies dented sentiment toward U.S. assets and triggered a reevaluation of the greenback’s dominant role in global commerce. The ICE U.S. Dollar Index is down about 8% this year.
“I think it’s perfectly sensible to invest in a few emerging market countries, and I would still rather choose India as the long term hold there,” Gundlach said. “But there’s nothing wrong with certain Southeast Asian countries, or perhaps even Mexico and Latin America.”
The widely-followed investor noted that foreigners invested in the United States could also be holding back committing additional capital due to heightened geopolitical tensions, and that could create another tailwind for international markets.
“If that’s reversing, then there’s a lot of selling that can happen. And this is one of the reasons that I advocate ex U.S. stocks versus U.S. stocks,” he said.
The investor has been negative on the U.S. markets and economy for some time, saying a number of recession indicators are starting to “blink red.”
Gundlach predicted that the Federal Reserve will stay put on interest rates at its policy meeting next week even as current inflation is “quite low.”
He estimated that inflation is likely to end 2025 at roughly 3%, although he acknowledged the difficulty in predicting future price pressures due to the lack of clarity in President Donald Trump’s tariff policy.
BlackRock CEO Larry Fink has sent a clear message to investors: The world’s largest asset manager’s smallest acquisition last year could end up its most consequential. During an industry conference in March, the long-time executive said BlackRock’s $3.2 billion purchase of alternatives asset data provider Preqin — its smallest of the four deals announced in 2024 — is “probably the most significant thing we have done in terms of expanding the profile of private markets.” It could be a big deal for investors, too. For starters, Preqin can bring what BlackRock currently does best — offer investors index products like exchange-traded funds (ETF) for public markets — to the opaque world of private markets. That would add revenue and earnings diversification that’s less tied to the daily fluctuations of the stock and bond markets, BlackRock CFO Martin Small said when announcing the deal in July 2024. “Through strong organic growth and scaling of our private markets and investment technology platforms, both of which fuel stable earnings growth,” Small added. “We believe we can drive multiple expansion for our shareholders.” BLK YTD mountain BlackRock (BLK) year-to-date performance The acquisition, which closed on March 3 , integrates Preqin’s private markets data into BlackRock platforms such as its portfolio management system Aladdin and investment software eFront. This gives BlackRock clients – mostly institutional investors who pay for access to these platforms – more visibility into non-public investment areas like infrastructure, private equity, private credit, and more. They will get valuation and performance data on more than 190,000 funds and 60,000 managers, according to BlackRock. “Preqin effectively does for private markets what Zillow did for housing,” CEO Fink said in his 2025 annual chairman letter . “If you’re buying a home, you want to know if you’re paying a fair price, and there are ways to do that. You can check neighborhood benchmarks, recent sales, or historical appreciation trends; companies like Zillow have made this simple. But today, investing in private markets feels a bit like buying a house in an unfamiliar neighborhood before Zillow existed, where finding accurate prices was difficult or impossible.” “This lack of transparency discourages investment,” he added. The new venture could take some of the pressure off BlackRock’s index business, which manages trillions of dollars and makes up a significant portion of its overall revenues. Although the firm has profited immensely as a traditional asset manager and has become an industry leader for ETFs, the division’s revenue streams are still at the mercy of the stock market’s volatility. BlackRock also has to pay fees to third-party providers like S & P Global and MSCI to use their underlying data in BlackRock funds. The longer-term goal is for BlackRock to create its own private-market benchmarks and sell more accessible private index products. Fink has also said private market investments could play a role within retirement accounts like IRAs, touting them as offering higher returns. “Not that we’re making a pivot, we just see the blending of public and private markets coming together and [it’s] probably happening faster than I ever envisioned,” Fink said at RBC Global Financial Institutions Conference in March. There are signs that the Preqin deal is already starting to pay off. Preqin added roughly $20 million to first-quarter revenue — even though it was owned for less than a third of the period — and contributed to the firm’s 30% year-over-year increase in annual contract values, or ACV, Small said during the company’s April earnings call. The CFO said this new “growth reflects sustained demand” from Preqin and that the trend shouldn’t die down anytime time. “We remain committed to low to mid-teens ACV growth over the long term,” he said. ACV is a financial metric that represents the average annual revenue from a customer contract. Offering retail investors access to private market investments doesn’t come without risk. Moody’s has warned that selling funds to retail investors could result in “reputation loss, heightened regulatory scrutiny and higher costs” for asset managers, the Wall Street Journal reported Tuesday. “If growth outpaces the industry’s ability to manage such complexities, such challenges could have systemic consequences,” Moody’s analysts wrote. However, in his annual chairman letter, Fink wrote that “private markets don’t have to be as risky. Or opaque. Or out of reach.” He added: “Not if the investment industry is willing to innovate—and that’s exactly what we’ve spent the past year doing at BlackRock.” There’s more to like about the Preqin acquisition. The deal should attract more clients and deepen its existing relationships. The competition for private markets data providers is limited, and Preqin has one of the most comprehensive data sets available. That could result in more valuable contracts with its existing clients and an increase in sales. We see this in the impact of similar acquisitions on BlackRock’s financials. Since BlackRock’s eFront acquisition in 2019, for example, BlackRock has doubled the annual contract value of the business. As these BlackRock platforms get bigger and integrate more data, they should retain customers and lure new ones in from rival asset managers. “In our thesis about demand for a whole portfolio view combining Aladdin and eFront capabilities, it’s driven new sales for both Aladdin and eFront,” Small said last July. “We’ll look to repeat this success with Preqin and have a business plan that we believe can generate significant synergies resulting in an 18% [internal rate of return].” Better client relationships also means Preqin can create a flywheel effect within BlackRock. Clients who use Preqin could be more inclined to tap BlackRock for its other services as well. “Preqin just makes [these platforms] better and crowds out competition and drives growth in all [BlackRock’s] businesses,” Evercore analyst Glenn Schorr told CNBC recently. “What’s probably even more appealing to this amazing asset manager is the insights [Preqin] can bring on where and how it can grow in the future as an asset manager, and then the value that [the deal] can bring to their large LPs that they manage money for,” Schorr said. “I think that’s the mindset that Larry probably had when he was talking about how important of a business this could be for them.” And lastly, BlackRock’s Preqin buy further expands the firm into the fast-growing world of private markets, which have grown enormously over the past several years as investors look for alternatives. It follows the firm’s other recent moves in the space. BlackRock closed a $12.5 billion deal for infrastructure investment firm Global Infrastructure Partners in October. The firm is also expected to complete its purchase of private credit manager HPS Investment Partners for $12 billion as well in 2025. “There are few people that would disagree that private markets are a continued very large growth opportunity for any good asset manager, any good wealth management firm [or] any good bank as well,” Schorr said. (Jim Cramer’s Charitable Trust is long BLK. See here for a full list of the stocks.) As a subscriber to the CNBC Investing Club with Jim Cramer, you will receive a trade alert before Jim makes a trade. Jim waits 45 minutes after sending a trade alert before buying or selling a stock in his charitable trust’s portfolio. If Jim has talked about a stock on CNBC TV, he waits 72 hours after issuing the trade alert before executing the trade. 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