As the BNPL industry evolves, it is important for providers to focus on customer segments, while ensuring they stay true to the initial spirit of bringing credit to customers. Instead of replicating the situation with credit cards where multiple banks target the same limited customer base, the industry should aim to increase the overall pool of creditworthy customers. This can be achieved by continuously evolving technology, underwriting processes, onboarding methods, risk assessment, and collection strategies, all while reducing costs. By doing so, the industry can benefit merchants and the ecosystem as a whole.