The reason is simple: Customers are more likely to spend more money, on more things, when they have the ability to pay later. "When we go to merchants, they're aware that financing will have a real impact on their sales," says Josh Abramowitz, co-founder and CEO of Bread. Affirm, PayPal Credit and Klarna are also racing to finance big-ticket online purchases. Unlike its competitors, however, Bread isn't trying to build a consumer brand. It's differentiating itself by allowing retailers to offer customized financing options with their own branding. In doing so, Bread sees an opportunity to replace private-label credit cards that you might get from Tiffany's or Macy's that have long been used as a means of building customer loyalty.

https://www.forbes.com/sites/laurengensler/2017/08/02/bread-series-b-menlo-ventures-online-financing/#2fe8a55d6d12