America's Most Trusted D2C Brands 2026 › Affirm
#38 of 100 – Financial Services

Affirm

Pay-over-time lender whose app and Affirm Card let shoppers split purchases into installments, with no late fees.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 76/100
Affirm ranked #38 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score78.00out of 100
US D2C rank#38 of 100
HeadquartersSan Francisco, CA
Founded2012
Latest revenue$4,261.1M total revenue, net (FY2026, ended Jun 30 2026, up 32%)
Trust pillar76/100

The Affirm story

Affirm was founded in 2012 by Max Levchin, Nathan Gettings, Jeffrey Kaditz, Alex Rampell and is owned today by Public (NASDAQ: AFRM), Affirm Holdings Inc.. It is one of 16 Financial Services brands in this year's ranking, where it places #7.

Why people trust Affirm

Consumers borrow from Affirm directly, and interest paid by consumers ($2,047.5M) was its largest revenue line in FY2026.

The watch-out

Much of its business still comes through merchant checkouts, and $1.44B of its FY2026 net income came from a one-time tax benefit.

Why Affirm ranks #38

Strongest of the four trust-led pillars

Brand Recall, scored 86 out of 100.

Room to grow

Brand Love, scored 70 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Affirm scores 78.00 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
76
Brand Recall (18%)
86
Brand Positioning (15%)
82
Brand Love (15%)
70
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
74
Governance & ESG (4%)
74

Versus its nearest rivals

36Duluth TradingFashion · 78.0437ButcherBoxFood · 78.0038AffirmFinancial Services · 78.0039InstacartMarketplaces · 77.9840RemitlyFinancial Services · 77.84

Questions people ask

What rank is Affirm in WCRC's America's Most Trusted D2C Brands 2026?

Affirm ranks #38 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 78.00 out of 100.

Why is Affirm trusted?

Consumers borrow from Affirm directly, and interest paid by consumers ($2,047.5M) was its largest revenue line in FY2026.

What is Affirm's revenue?

$4,261.1M total revenue, net (FY2026, ended Jun 30 2026, up 32%), as per the company's filed accounts or published results.

Who owns Affirm?

Affirm is owned by Public (NASDAQ: AFRM), Affirm Holdings Inc.. It was founded in 2012 and is based in San Francisco, CA.

What is Affirm's biggest challenge?

Much of its business still comes through merchant checkouts, and $1.44B of its FY2026 net income came from a one-time tax benefit.

Key facts

BrandAffirm
Company / ownerPublic (NASDAQ: AFRM), Affirm Holdings Inc.
HeadquartersSan Francisco, CA
Founded2012
Founder(s)Max Levchin, Nathan Gettings, Jeffrey Kaditz, Alex Rampell
Latest revenue$4,261.1M total revenue, net (FY2026, ended Jun 30 2026, up 32%), as per company filings
SectorFinancial Services
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission by the parent company
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.