As Klarna gears up for its highly-anticipated initial public offering, investors will be closely scrutinizing the fintech firm's bid to rebrand itself as an all-encompassing digital bank. The Swedish payments group has become synonymous with the buy now, pay later (BNPL) model, which allows people to split purchases into interest-free installments. However, in recent months Klarna has attempted to convince the market that it's not a one-trick pony, and that it should be considered as more of a digital retail bank rather than a simple BNPL firm. "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," Klarna CEO Sebastian Siemiatkowski told CNBC's " The Exchange " in May. "We are basically a neobank to a large degree, but people associate us still strongly with buy now, pay later." Can it convince investors? Last week, Klarna announced it expects shares in its long-awaited IPO to be priced between $35 and $37 each, which would value it at up to $14 billion, according to CNBC calculations. That's down from the eye-watering $45.6 billion Klarna was valued at in a 2021 funding round led by SoftBank . However, it's sti ...