Founded in New Zealand, Genoapay was a financial technology company that provided a 'Buy Now, Pay Later' service. It enabled consumers to make purchases at participating retailers and spread the cost over 10 weekly, interest-free payments. In 2018, Genoapay was acquired by Latitude Financial Services, a major consumer finance provider in Australia and New Zealand. In early 2022, Latitude announced it would be closing the Genoapay brand and platform to consolidate its BNPL offerings. Genoapay officially ceased operations on April 11, 2022, and all existing accounts and queries were subsequently managed by Latitude Financial.