For fintech companies, growth doesn’t come from technology alone—it comes from the strength of the networks they build. Klarna, known for reshaping how people shop and pay, realized that its next stage of growth required more than scaling checkout solutions. It needed to strengthen relationships with partners, merchants, and industry stakeholders.

The Challenge

Before investing in a structured networking approach, Klarna’s partner outreach was scattered:

• Merchant teams lacked visibility into shared opportunities.
• Introductions to new markets were slow and often relied on cold outreach.
• Valuable warm leads went untouched because they weren’t tracked effectively.

This meant Klarna was missing out on co-selling opportunities and deeper collaboration with existing partners.

Klarna’s Networking Shift

In early 2025, Klarna revamped its partnership strategy. The company shifted from transactional outreach to relationship-driven networking. The goal was simple: leverage warm introductions to grow faster and more sustainably.

What They Did Differently

• Mapped Their Ecosystem: Klarna built a unified view of its partner and merchant network to spot overlaps.
• Encouraged Warm Intros: Instead of cold emails, sales teams leaned on mutual connections and co-hosted events.
• Invested in Communities: Klarna engaged in fintech and retail communities, showing up as a trusted partner instead of just a vendor.

The Results

Within six months, Klarna unlocked:

• 🌐 40% more co-selling opportunities through partner referrals
• 🤝 Stronger merchant relationships leading to faster deal cycles
• 🚀 Expanded reach into new markets without doubling headcount

Merchants reported that Klarna’s approach felt collaborative and relationship-driven. Instead of being “pitched,” they felt invited into a partnership that created mutual value.

The Takeaway

Networking isn’t just about who you know—it’s about how you nurture those relationships. Klarna’s story shows that community and connections can fuel sales as much as technology itself.

For fintechs and SaaS companies looking to grow, the lesson is clear: build stronger networks, not just bigger pipelines.