Leanpay sits at the intersection of embedded finance and merchant payments, letting retailers offer buy-now-pay-later directly at checkout without building complex infrastructure. The platform removes friction from the point of sale by integrating BNPL, installment lending, and payment processing into a single solution that merchants can deploy in days rather than months. Unlike traditional payment processors that treat BNPL as an add-on, Leanpay positions financing as the primary product, giving retailers control over terms, branding, and customer experience. The company operates across Central and Eastern Europe, where BNPL adoption is still nascent but growing rapidly as consumers demand payment flexibility. Merchants—from e-commerce platforms to physical retailers—use Leanpay to reduce cart abandonment and increase average order value simultaneously. The underlying model is pure fintech infrastructure play: Leanpay handles underwriting, risk, funding, and collections while merchants focus on selling. For larger retailers, this is transformative; for smaller ones, it's access to financing capabilities they'd never afford to build in-house. In a market where BNPL is fragmenting into dozens of point solutions, Leanpay's bet is that merchants want consolidation, not complexity.