The one-sentence version: Before a company's growth shows up in an earnings report, it usually shows up in how many people are visiting its website. On Sezzle, that traffic signal has been flashing green for three years straight — and the financial results have followed right behind it.
Who is Sezzle, anyway?
Sezzle is a Minneapolis payments company, founded in 2016, that lets you buy something now and pay for it in four interest-free chunks over time. It works in the U.S. and Canada, has about 2.8 million active users, and partners with stores across fashion, sporting goods, beauty, fitness, and digital content.
Here's the interesting part. While bigger rivals like Klarna and Affirm spent the last few years chasing raw sales volume, Sezzle went the other direction. It focused on making money, kept its loan losses low, and built an app people actually open again and again — not just at checkout. The average user now makes about 7 purchases a quarter through it. That's habit, not a one-time thing.
And the ambitions have grown. Sezzle now wants to be a financial "super-app." On the roadmap: savings-style deposit accounts, a secured credit card, a virtual Visa card in Canada, a new Pay-in-5 option, and — the eyebrow-raiser — Sezzle Mobile, a $29.99-a-month unlimited wireless plan running on AT&T's network. It's even preparing to apply for a banking license.
Why we watch traffic first
Here's the idea behind everything we do at 10BPS: a company's website traffic is one of the earliest, hardest-to-fake signals of real demand. People visit a site before they sign up, before they buy, and long before any of it lands in a quarterly earnings report that the whole market reads at the same time.
So when a company's traffic is quietly climbing month after month, it's often telling you where the business is headed — weeks or quarters ahead of the official numbers. That gap between what the data shows and what the market has priced in is the edge. On Sezzle, the gap has been wide open for years.
The three-year view tells the whole story in one line. Sezzle's monthly website visits have gone from about 1.2 million in mid-2023 to 2.6 million by spring 2026 — a jump of roughly 117%. It's not a spike that fades; it's a steady, grinding climb that keeps making new highs.
Zoom into the last 12 months and the trend is even cleaner: traffic climbed more than 60%, from about 1.6 million visits last summer to 2.6 million this spring — with no real pullback along the way. The dotted line near the top marks the all-time-high zone. Sezzle is sitting right on it.
The signal matches the business
A rising traffic line only matters if it's backed by real activity. This is where Sezzle gets interesting: the website curve lines up almost perfectly with everything the company actually reports. As more people showed up online, more of them signed up, opened the app, and spent — and revenue followed.
Line them up and they all point the same way. Website traffic up 117% over three years. App sessions up 51% in a year. Subscribers at a record 918,000. Full-year revenue up 66%. And the average customer now buying 7 times a quarter. The traffic wasn't noise — it was the early read on all of it.
THE EDGE, IN ONE LINE: When the traffic line and the business results move together like this, the traffic gives you a head start. You can see the demand building in real time, instead of waiting 90 days for it to show up in an earnings report everyone else is reading too.
The numbers behind the line
So what is all that traffic turning into? Sezzle's 2025 results filled in the picture:
In plain terms: the company brought in $450 million in revenue, up 66% from the year before. Profit hit $133 million. And it did all of that while keeping costs in check. The momentum carried into early 2026, when first-quarter revenue beat Wall Street's estimate and Sezzle raised its outlook for the rest of the year.
WHY IT MATTERS: A company growing this fast usually isn't this profitable. Sezzle is doing both at once — and the traffic trend suggested it was coming before the report confirmed it.
THE NUMBER TO KEEP AN EYE ON: Sezzle's loan losses have held steady at just 2% of what customers spend. Because its typical loan is repaid in about six weeks, the company can adjust who it lends to almost in real time. If the economy softens, this is the first place trouble would show up.
What the company is building next
Sezzle has a busy year lined up, and a few of these moves could matter more than the market currently expects:
1. The $29.99 phone plan. Launched in February on AT&T's network. It gives subscribers a reason to stick around every single month — and the company isn't even counting it in its financial forecasts. Any success here is a bonus.
2. A banking license. Sezzle is preparing an application. If approved, it would give the company a cheaper, more stable way to fund its business over the long run. Its early savings feature already brings in over $1 million a month.
3. Smarter lending, less risk. Through a partnership with an AI company called Pagaya, Sezzle can offer longer-term loans at checkout — and collect a fee — without taking on the risk itself.
4. Pay-in-5 and a Canadian card. A new five-payment option launched early in the year, and a virtual card now lets Canadian shoppers use Sezzle at physical stores, not just online.
⚠ 5. A LAWSUIT TO MONITOR: Sezzle has confirmed it's involved in an antitrust case but hasn't said much about it. It's the biggest open question in the near-term story and worth keeping an eye on.
Where does the stock stand?
As of late May 2026, when this analysis was published.
Sezzle was trading around $102–108 a share, with a market value of roughly $3.46 billion. On the measures analysts use, the stock looked inexpensive relative to how fast its profits were growing.
Five of six analysts rated it a "buy" or "outperform," with an average target near $114 — a modest premium to where it traded. Even the lone "hold" (TD Cowen) had a target above the stock's price at the time.
THE THREE RISKS: (1) loan losses creeping above that 2% line if consumers get squeezed, (2) new state-level rules on "buy now, pay later" — especially in New York, and (3) that undisclosed lawsuit. On the flip side, Sezzle's addition to a major small-cap index and its active stock buyback program offer some cushion.
The bottom line
Sezzle is the kind of story the 10BPS approach is built to catch. Long before the record earnings and the guidance raises, the web traffic was climbing in a clean, steady line — and it kept climbing. That signal has now been confirmed by the company's own numbers, point for point: more subscribers, more app usage, more revenue.
That's the edge in a nutshell. The traffic told the story first; the financials caught up. And with Sezzle's traffic still sitting at record highs, the signal isn't done talking.
This article is for informational and research purposes only. It is not financial advice or a recommendation to buy or sell any security. All data is drawn from public filings, earnings calls, and the 10BPS web traffic platform. Web traffic data as of May 2026. Stock prices are approximate as of late May 2026. Past performance does not guarantee future results. 10BPS.IO · May 2026