Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Jonas Overgaard, CEO & Founder of Anyday, a payment startup that has raised more than €4 Million in funding.

Here are the most interesting points from our conversation:

• Anyday's Unique BNPL Model: Anyday allows consumers to split payments into four equal installments, withdrawn at the end of the month when salaries are typically received.
• Ethical Installment Plans: The company's commitment to ethical lending includes rigorous credit checks and only approving about 50% of applications to avoid lending to those who can't repay.
• Merchant-Centric Approach: Merchants pay a premium transaction fee, ensuring the service remains free for consumers while increasing average order value and conversion rates for businesses.
• Traction and Growth: Since launching in 2020, Anyday has onboarded around 2000 merchants in Denmark, with 500 retail stores offering in-store payment options, and 30,000 active shoppers.
• Future Expansion: Anyday aims to expand beyond Denmark to other Nordic countries and eventually across Europe, with potential future interest in the UK and US markets.
• Regulatory Compliance: Anyday proactively complies with upcoming regulations in Europe and the US, focusing on responsible lending practices.