Swedish fintech Klarna — primarily known for its popular “buy now, pay later” services — is launching its own Visa debit card, as it looks to diversify its business beyond short-term credit products.

The company on Tuesday announced that it’s piloting the product, dubbed Klarna Card, with some customers in the U.S. ahead of a planned countrywide rollout. Klarna Card will launch in Europe later this year, the firm added.

The move highlights an ongoing effort from Klarna ahead of a highly anticipated initial public offering to shift its image away from the poster child of the buy now, pay later (BNPL) trend and be viewed as more of an all-encompassing banking player. BNPL products are interest-free loans that allow people to pay off the full price of an item over a series of monthly installments.

“We want Americans to start to associate us with not only buy now, pay later, but [with] the PayPal wallet type of experience that we have, and also the neobank offering that we offer,” Klarna CEO Sebastian Siemiatkowski told CNBC’s “The Exchange” last month. “We are basically a neobank to a large degree, but people associate us still strongly with buy now, pay later.”

Klarna’s newly announced card comes with an account that can hold Federal Insurance Deposit Corporation (FDIC)-insured deposits and facilitate withdrawals — similar to checking accounts offered by mainstream banks.

Notably, Klarna Card is powered by Visa Flexible Credential, a service from the American card network that lets users access multiple funding sources — like debit, credit and BNPL — from a single payment card. It’s a debit card by default, but users can also toggle to one of Klarna’s “pay later” products, including “Pay in 4” and “Pay in 30 Days.”

Klarna is pushing deeper into a fiercely competitive consumer banking market. The U.S. banking industry is dominated by heavyweights such as JPMorgan Chase & Co and Bank of America, while fintech challengers like Chime have also attracted millions of customers.

While Klarna has a full banking license in the European Union, it does not have its own U.S. bank license. However, the firm says it’s able to offer FDIC-insured accounts through a partnership with WebBank, a small financial institution based in Salt Lake City, Utah.

WATCH: CNBC’s full interview with Klarna CEO Sebastian Siemiatkowski

South by Southwest (SXSW) may be a well-known event in the United States, but it certainly hasn’t reached the same level of recognition in Britain.

“What’s that?” asked a pedestrian who was passing by a SXSW London sign.

SXSW is a festival held in Austin, Texas, every year that brings together big names in music, film, art and technology. The organizers have brought the event to London for the first time this week, and CNBC took at look at what’s going on.

CNBC’s Tania Bryer moderated a discussion with London Mayor Sadiq Khan who during an opening speech made the pitch for the city as a “hub for talent, trade, tech and innovation.”

Khan took veiled swipes at the U.S. President Donald Trump and his trade policies and pitched London as open for business.

“So at the time when there’s so much uncertainty and political turmoil across the pond, defined by an inward looking mentality, I’m going to reach out to international investors, businesses and creators to say that London offers you the opposite,” Khan said, according to Deadline.

SXSW is being held in various venues across the creative neighborhood of Shoreditch which is also close to Old Street, a key tech hub in the early days of London’s startup scene. Shoreditch was taken over by SXSW London branding, from murals to signs on lampposts.

Big names are in attendance, such as “Game of Thrones” star Sophie Turner and actor and musician Idris Elba. On the tech front, Google DeepMind CEO Demis Hassabis spoke, as did Thomas Wolf, co-founder of artificial intelligence firm Hugging Face.

I made my way to Shoreditch Electric, a venue I just found out is home to the National Centre for Circus Arts. I watched a session where Thomas Wolf of Hugging Face discussed the progress of open-source artificial intelligence models and the future of robotics. Open source is a big deal in AI right now because of the strong performance of those models, especially out of China, which are free to use.

The venue was an industrial-style, exposed brick building. Just outside was a coffee bar, which was perfect for the sunny weather in London on Monday.

I then walked over to the Truman Brewery, where the main stage of the conference was. Outside the entrance were lots of food trucks and, of course, big brand displays from sunglasses firm Ray-Ban and electric car company Polestar, which had live music performances throughout the day.

Then there was the official merchandise store which was selling a pair of SXSW-branded socks for £18 ($24) and a T-shirt for £30.

After a quick security check, I was in the Truman Brewery in time for a session from Hassabis. I decided to try to watch it on stage but the line to get in was long, even about half an hour before the talk. So I decided to watch it on a screen in the media lounge, which had pretty decent sandwiches.

Uber said Monday that Pierre-Dimitri Gore-Coty, one of the company’s longest-tenured top executives and the head of is delivery business is leaving after almost 13 years.

Gore-Coty joined Uber as a general manager in France in 2012, and worked his way up to become vice president of mobility for the Europe and Middle East region four years later, according to his LinkedIn profile. He was named senior vice president of delivery in 2021.

“It’s hard to imagine Uber without Pierre, because there hasn’t been much Uber without Pierre,” CEO Dara Khosrowshahi said in a statement that was part of a regulatory filing. “As one of our first employees, he was a driving force behind our global Mobility expansion and stepped up to run Uber Eats just weeks before the first Covid lockdowns.”

The company didn’t say what Gore-Coty plans to do next.

Uber also said that Andrew Macdonald, the company’s senior vice president of mobility and business operations, will become chief operating officer, reporting to Khosrowshahi. Macdonald, 41, will oversee the company’s global mobility, delivery and autonomous businesses in addition to “key cross-platform functions like membership, customer support, safety, and more,” the filing said.

Gore-Coty is one of 11 people listed on Uber’s executive team page. Macdonald is the only one who has worked at the company longer. He joined in May 2012, four months before Gore-Coty, according to LinkedIn.

“These last nearly 13 years have been the ride of a lifetime,” Gore-Coty said in the statement. “It was a true team effort, and I’m so proud of what we’ve built and the impact we’ve had on daily life in cities around the world.”

Uber shares were little changed in extended trading after closing on Monday at $83.64. The stock is up 39% this year, while the Nasdaq is about flat.

Last month, the company reported first-quarter results that beat on earnings but missed on revenue. A month earlier, the Federal Trade Commission sued Uber, alleging that the company engaged in “deceptive billing and cancellation practices” related to its Uber One subscription service.

In an interview with CNBC’s “Squawk Box,” Khosrowshahi characterized the lawsuit as “a bit of a head-scratcher for us.”

WATCH: Record earnings and policy uncertainty will slow the equity rally.