Tabby is a prominent fintech company in the Middle East, specializing in the “Buy Now, Pay Later” (BNPL) business model. This approach allows consumers to make purchases and pay in installments, a model particularly popular among millennials and Gen Z.
Business Model
Tabby’s business model is designed to facilitate online shopping by enabling customers to pay only 25% of the transaction value upfront. The remaining balance is split into three monthly installments, provided payments are made on time.
The company monetizes this service through commissions charged to merchants for sales generated via Tabby’s platform. Currently, Tabby has partnered with over 30,000 merchants, including major retailers like Ikea and Marks & Spencer, and processes approximately $6 billion in transaction volume annually.
Key Features of Tabby’s Business Model
- Flexible Payment Options: Customers can divide their purchases into interest-free payments, encouraging higher spending and reducing cart abandonment rates.
- Merchant Partnerships: Tabby collaborates with a diverse range of retailers, enhancing their sales capabilities while providing consumers with a seamless shopping experience.
- User Experience: The platform is known for its user-friendly interface and high customer satisfaction, boasting a net promoter score of 81, indicative of strong consumer loyalty.
Early Growth Strategies
Tabby’s early growth strategies have been pivotal to its rapid expansion:
- Aggressive Merchant Acquisition: In its initial phase, Tabby concentrated on onboarding a wide variety of retailers to diversify its offerings and attract a broader customer base. This strategy enabled the company to achieve rapid growth shortly after its launch, with month-on-month growth rates of 400-500%, which have since stabilized to around 100-200%.
- Funding and Investment: Tabby has secured substantial funding rounds to fuel its growth. In 2023, the company raised $250 million in a Series D funding round, attaining unicorn status with a valuation of $1.5 billion. This financial backing has been essential for scaling operations and enhancing product offerings.
- Market Adaptation: The company has demonstrated agility in responding to market demands by expanding its product range to include services like online education and insurance, catering to evolving consumer needs.
- Customer-Centric Innovations: Tabby continuously develops features like the Tabby Card and Tabby Shop to improve customer engagement and enhance the shopping experience. These innovations are designed to meet consumer expectations and foster loyalty.
- Regional Focus: By concentrating on the UAE and Saudi Arabian markets, Tabby has tailored its services to local consumer preferences, effectively establishing a strong market presence.
Conclusion
Tabby’s innovative BNPL model, strategic partnerships, robust funding, and commitment to customer experience have positioned it as a leader in the Middle Eastern fintech landscape. The company’s dedication to expanding its services and adapting to market trends indicates a promising trajectory for future growth.