Rely is a financial technology company that offers a 'Buy Now, Pay Later' (BNPL) service, allowing consumers to split their online purchases into interest-free installment payments. The company supports credit and debit cards from all major banks, making it accessible to a wide range of users. Rely's service is designed to be simple and transparent, with no long forms to fill out and instant approval for eligible users. This enables customers to shop at their favorite stores and pay over time without incurring interest or fees. The company primarily serves online shoppers who prefer flexible payment options and aims to promote responsible spending by using sophisticated algorithms to assess customers' spending capacity and repayment ability. Rely operates in the e-commerce market and generates revenue through merchant fees, which are charged to retailers for offering the BNPL service to their customers. The business model focuses on providing a seamless and user-friendly payment experience, thereby encouraging more frequent and higher-value transactions for partner merchants.

Keywords: BNPL, interest-free, installment payments, e-commerce, credit cards, debit cards, online shopping, financial technology, responsible spending, merchant fees.