Delivering Digital Marketing Support to Klarna

There's been an explosion of FinTech innovation since PSD2 launched. Unfortunately, new firms immediately encountered a problem: how to educate their target audience on the value of open banking and their USP as a solutions provider.

As an award-winning content marketing agency specialising in technology brands, communicating complex topics is our bread and butter. Here, we look back at our work with Klarna, a leader in open banking innovation across Europe.

Challenge: Lacklustre SEO Performance and an Overburdened Marketing Team

Today, Klarna is one of the most recognisable names in financial services. Their all-in-one shopping app and the catchy promise of 'pay in three easy instalments' have positioned them as a leading retail force.

But just a few years ago, Klarna's SEO performance was underwhelming — nowhere near the top of search engine results. Keen to dominate the Buy Now, Pay Later (BNPL) space and emerge as an industry thought leader, the brand needed expert digital marketing support.

Meanwhile, Klarna's internal marketing team was at capacity, juggling both B2C and B2B campaigns across multiple markets and languages. It was a clear moment to call in reinforcements.

Solution: An Expert B2B Content Marketing Agency

Klarna partnered with Nine Stones in August 2020, initially engaging us to conduct a comprehensive SEO audit. This revealed key areas for growth — both in content creation and brand positioning.

From there, we delivered a bespoke content strategy that combined search engine marketing (SEM) with educational storytelling. The focus? To elevate Klarna's open banking credentials and build brand awareness through authoritative content on financial services trends.

Our Work Included:

• Whitepapers and landing pages
• Newsletters and blog articles
• SEO copywriting and social media assets
• Google Analytics performance reports

Together, these deliverables addressed every stage of the marketing funnel and aligned seamlessly with Klarna's B2B ambitions.

As Klarna's Senior Marketing Manager, Elias Pitsavos, shared:

"Open banking is a relatively new technology that some may struggle to understand fully. We wanted to partner with an agency that could grasp the complexity of the topic. Nine Stones demonstrated a strong ability to turn high-tech subjects into digestible content, which made them the perfect fit for us."

Result: Flexible B2B Content Marketing Services When Needed

Following the success of our initial campaigns, Klarna retained Nine Stones on an ad hoc basis for specialist support. Notable projects included:

• Client case studies
• An ultimate glossary of open banking terms
• Support during the launch of the Klarna Kosma sub-brand

Despite structural changes at Klarna, we provided scalable B2B content marketing services to support their evolving goals.

Today, Klarna boasts:

• 150M+ active consumers
• 500,000+ merchants
• Operations across 45 countries

This partnership helped establish Nine Stones as a trusted provider to leading payment service providers across Europe.

Access Scalable Digital Marketing Support from Nine Stones

Whether you're a scale-up or an enterprise fintech brand, Nine Stones can help you cut through the noise.

From technical SEO audits to content creation, we support your journey to better visibility, greater engagement, and sustainable growth.