Willow

Willow offers a flexible payment solution that allows customers to pay bills in four equal weekly installments. As of September 2021, Willow covered common utility bills such as water, heat, electricity, and internet. Willow generates revenue through an upfront service fee starting at USD 4. The fee doubles for every additional USD 100 that is converted to a flexible payment plan. Customers can sign up by linking their debit card or bank account and convert bills by uploading them to the Willow platform. The first installment (including the service fee) is deducted immediately after approval and before paying off the bill. New customers can obtain a limit of USD 250 which can be increased with usage.

Initially launched in April 2021, Willow had raised a total of USD 500,000 and reported more than 20,000 beta customers at the time of its public launch in August 2021.

Key competitors: None comparable (Willow is the only BNPL offering for utility bills such as water, heat, electricity, and internet in the seed stage)