Valuation Result
Final Brand Value
Klarna — Payments & Consumer Finance
Valuation date: 10/29/2026
Total Brand Value
$111.3M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
79/100
Royalty Rate
0.6%
Discount Rate
12.2%
Benchmark recommendation not unlocked for this result
Sensitivity snapshot
Quick decision check for discount rate, royalty rate and long-term growth.
Variable
Lower input
Current
Higher input
WACC (Discount Rate)
12.2%
-1.0%
$123.0M
12.2%
$111.3M
+1.0%
$101.7M
Royalty Rate
0.6%
-0.5%
$10.7M
0.6%
$111.3M
+0.5%
$211.9M
Terminal Growth
2.0%
-0.5%
$107.7M
2.0%
$111.3M
+0.5%
$115.3M
Brand Strength changes can also be explored to show their potential effect on brand value. Contact info@brandvaluator.se if you want to explore this for strategy, planning and budgeting.
Revenue Base
$2.1B
Legal Protection
74/100
Long-term Growth
2.0%
Recommendation basis
Brand-strength range • Pro
This reference case derives its royalty rate by applying the brand-strength score to a documented industry royalty ceiling.
This valuation uses benchmark support informed by external market references and curated internal calibration.
Use this section to confirm whether the result reflects unlocked benchmark guidance or a non-benchmark method.
Forecast profile
5 years explicit forecast
High growth: 6.0%
Base growth: 4.0%
Long-term growth: 2.0%
Value build
Value for planning period: $40.9M
Terminal value: $70.4M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | $2,229,180,000 | $12,327,365 | $9,787,928 | $9,238,419 |
| Y2 | $2,362,930,800 | $13,067,007 | $10,375,204 | $8,724,032 |
| Y3 | $2,504,706,648 | $13,851,028 | $10,997,716 | $8,238,285 |
| Y4 | $2,604,894,914 | $14,405,069 | $11,437,625 | $7,632,800 |
| Y5 | $2,709,090,710 | $14,981,272 | $11,895,130 | $7,071,816 |
| Explicit PV (Y1–Y5) | $40,905,351 | |||
| Terminal Value (undiscounted) | $118,371,277 | |||
| Terminal PV (discounted) | $70,373,331 | |||
| Total Brand Value | $111,278,683 |
Supporting context
This section explains the evidence and judgment used to support the recommendation and the legal, brand and financial assumptions used in the valuation.
Reference case
Klarna
Prepared reference case
Indicative narrow-scope value of the Klarna consumer and merchant payments name on transaction revenue. It is not the value of Klarna Group plc, its receivables, credit underwriting, interest income, payment technology or network contracts.
The 0.70% transaction-name ceiling is a conservative analyst scenario, not an observed licence. Brand strength 79/100 selects 0.553%, approximately USD 11.6m on the FY2025 base. This is 17.9% of USD 65m adjusted group operating profit, but Klarna reported a USD 230m IFRS operating loss: the name royalty does not pass a reported-profit 25% check. Adjusted group profit is not matched to the selected transaction-revenue scope. The valuation is a narrow illustrative scenario, not a validated licence price. Legal and behavioral components are outside-in estimates, not a legal opinion or customer survey.
Informed by numerous sources including company reporting, investor materials, analyst research, market data and selected benchmark references where relevant.
Key inputs
Reported = directly sourced • Estimated = selected judgment • Inferred = derived from broader evidence • Assumed = inclusion choice
Revenue base
USD 2.103bn FY2025 transaction-revenue proxyinferred
Planning growth
6.00% for 3 years, then 4.00%estimated
Long-term growth
2.00%estimated
Royalty rate selected
0.55%estimated
Discount rate
12.25%estimated
Brand Strength
79/100 (B+)estimated
Legal analysis
74/100estimated
Company disclosures
These links lead to company-issued materials. BrandValuator cross-checks indicative estimates against multiple sources; the final assumptions and judgments are our own. Each input is labeled by evidence status above.
Legal Protection
trademark Status80
scope Of Rights75
risk Profile65
litigation72
contractual Rights75
goodwill Evidence82
regulatory Compliance67
Brand Strength
marketing Investment84
quality74
availability87
distinctive Brand Codes88
mental Availability89
consideration82
trust69
choice Share82
penetration85
price Elasticity65
revenue Premium75
margin Premium66
stability68