The collaboration between Klarna and Lufthansa is more than just another corporate announcement. It hints at the broader shift we are seeing in industries where traditional structures meet evolving customer expectations. As a European entrepreneur, I’ve spent years watching businesses adapt to consumer demands, and this partnership is a case study worth dissecting.
Klarna, known for its "buy now, pay later" (BNPL) model, and Lufthansa, a dominant player in air travel, are pooling resources to make booking flights less financially daunting. Starting from mid-November 2025, travelers in ten markets, including the U.S. and key regions across Europe, can choose flexible payment options when booking flights through Lufthansa. By mid-2026, this service will be available at all of Lufthansa’s group airlines, such as SWISS and Brussels Airlines.
This development taps into two strong forces shaping consumer habits: the growing demand for payment flexibility and the seamless integration of finance in travel experiences. Here’s why that matters and what to take from it as a business owner.
Why This Partnership is a Big Deal
When you think of buying a product or service with a high price tag, the immediate roadblock is obvious: affordability. Klarna’s flexible payment model repositions air travel as something more financially accessible. Customers can pick from paying upfront, delaying payment, or splitting costs into installments. This subtle shift could change the psychology behind how people book trips, lowering the barrier to entry for travel.
But let's focus on the entrepreneurial takeaways. The heart of this partnership is a key insight: reduce friction, and you win the customer. By embedding purchase-friendly finance tools into their infrastructure, Lufthansa acknowledges that making big purchases more palatable isn’t just good for sales, it builds loyalty. Here’s a question for your business: How easy are you making life for your clients?
Breaking Down the Integration
To enable these functions, the two companies partnered with Adyen, a fintech platform used widely in Europe. Adyen provides the technical backbone to ensure seamless usability, behind the scenes, it’s a significant operational challenge to unite payment platforms with booking systems across multiple markets. Yet, Lufthansa managed to launch this across major markets within a matter of weeks. This speed suggests excellent collaboration and planning, which any founder can appreciate.
Check out Lufthansa's announcement for more details on this efficient rollout on their newsroom platform.
As an innovator, I see this as a glowing reminder that partnerships only succeed when each party brings distinct value. Klarna has its payment expertise, Lufthansa knows its customers, and Adyen provides the tech that connects the two. Do you have collaborators who amplify your own growth while solving complex problems?
What the Numbers Tell Us
In 2024 alone, travel purchases made through BNPL services like Klarna rose by a staggering 32% across Europe. Given this trajectory, it’s no surprise that Lufthansa leaned into this trend. According to industry estimates, consumers spent more than $120 billion globally on BNPL solutions last year, a figure projected to triple by 2028.
Here’s your actionable insight: mass adoption is happening faster than you think. Whether you’re in retail, services, or tech, the growing reliance on flexible payment solutions is likely something your future customers will expect. If you’re not already rethinking your payment structures, start now.
Lessons in Customer-Centric Innovation
1. Solve Real Pain Points
Lufthansa didn’t just partner with Klarna for the sake of headlines. They saw that booking flights, especially after the financial uncertainty caused by the pandemic, remains a high-stress experience for many. BNPL resolves a real purchasing friction point. Have you identified the top annoyances or hesitations in how potential customers interact with your offerings?
2. Use Partnerships Wisely
This partnership wouldn’t work if Klarna and Adyen hadn’t deeply understood Lufthansa’s needs, and vice-versa. Smart partnerships require transparency, shared goals, and complementary skills. Avoid partnerships for vanity and focus on synergistic value (yes, even without using that word).
3. Timing is Everything
Why now? Simple: post-pandemic wanderlust is bumping straight into rising inflation and economic anxiety. Lufthansa could have pushed for this feature five years ago, but it’s more relevant today. Are external factors signaling that it’s the right moment for you to introduce new solutions?
Mistakes I’ve Seen, and How to Avoid Them
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Mistake #1: Overcomplicating Customer Choices
Flexibility is great, but only up to a point. Too many payment options? It overwhelms the user. Klarna’s simplicity, pay now, pay later, or split payments, keeps focus while offering choice. Ask yourself whether your sales process is clear or unnecessarily complex. -
Mistake #2: Assuming One Model Fits All
What works in Sweden may flop in Spain. Klarna and Lufthansa tailor options to regional payment preferences, such as installment plans for the U.S. market versus deferred payments in Germany. Learn from this adaptability: never assume your audiences are uniform.
How You Can Apply This to Your Business
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Revisit Payment Models
Don’t just think about the upfront cost, consider whether BNPL models or similar structures might attract hesitant customers. -
Focus on Collaborative Growth
Find business allies who fill in gaps you can’t. It’s not about who is biggest or most invested. It’s about shared strengths. -
Solve for Stress Points First
Think about the pain points along your customer’s journey. Is price a concern? Is convenience an issue? Don’t wait to tackle what’s obvious. -
Watch Fintech Trends Closely
Klarna’s move into aviation was bold, but it wasn’t blind. Start paying attention to emerging cross-industry collaborations. They often spell out what’s next.
A Final Thought
This collaboration isn’t just about innovation in payments or aviation; it’s a signal that industries with legacy systems like airlines are finding ways to modernize and connect with today’s consumers. Use this as inspiration. The barriers you think exist in your field might only exist because no one has challenged them yet.
FAQ
1. What is the collaboration between Klarna and Lufthansa about?
Klarna and Lufthansa have partnered to offer flexible payment options (including Buy Now, Pay Later) for flight bookings. The goal is to make air travel more financially accessible for customers. Learn more about Klarna and Lufthansa partnership
2. Which markets will have access to Klarna’s payment options through Lufthansa?
The service will initially launch in 10 markets, including Austria, Belgium, Denmark, Finland, Germany, the Netherlands, Norway, Sweden, Switzerland, and the United States. By mid-2026, it will be available across all Lufthansa Group airlines. Discover more on Klarna’s expansion with Lufthansa
3. When will the Klarna-Lufthansa partnership go live?
The rollout began in mid-November 2025 and will expand to cover all Lufthansa group airlines by the second quarter of 2026. Read about the timeline on Finextra
4. What payment options will customers have?
Customers will be able to choose to pay in full, delay payments, or split the cost into installments for greater flexibility when booking flights. Learn more about payment options with Klarna
5. What role does Adyen play in this partnership?
Adyen facilitates the integration between Klarna and Lufthansa, providing the technical backbone to ensure seamless payment processing. Learn about Adyen’s collaboration with Lufthansa
6. Why is this partnership significant for the airline and fintech industries?
This collaboration reflects an evolving trend of integrating financial tools like Buy Now, Pay Later into customer-focused industries. It’s also expected to foster customer loyalty by addressing financial stress in large purchases.
7. How does this partnership benefit travelers?
By integrating Klarna's flexible payment options, travelers can book flights more confidently, spreading costs over time and reducing financial burdens.
8. Why did Lufthansa choose this time to launch flexible payment options?
Post-pandemic travel demand, combined with increased economic uncertainty, created a perfect opportunity for organizations like Lufthansa to provide stress-free booking solutions through innovative partnerships.
9. What other travel brands work with Klarna?
Klarna’s existing travel partners include Airbnb, Booking.com, Expedia, and Hotels.com, which highlights Klarna’s growing footprint in the travel industry. Explore Klarna’s partnerships in travel
10. How can businesses use this strategy as a model for innovation?
This collaboration demonstrates the strategic importance of partnerships to reduce customer friction, leveraging the unique strengths of multiple companies to address consumer needs more effectively. Read how Klarna and Lufthansa are innovating together
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
