Transforming Financial Services: The Impact of FinTech Innovation on the Customer Adoption


  • Muhammad Murad School of Business Management, Universiti Utara Malaysia (UUM)
  • Brig Sohail Ahmad Iqra University, Islamabad



FinTech Innovation, Banking Sector Transformation, Customer Adoption


This study aimed to determine the correlations between FinTech innovation, banking sector transformation, and customer adoption of FinTech-based services in Pakistan's banking sector. Data was collected from Pakistani bank employees using a quantitative research methodology. A survey questionnaire was used to gather responses on innovation in fintech, banking sector transformation, and customer uptake of fintech-based services. The results showed a strong positive correlation between FinTech innovation and customer uptake in the banking industry, which was mediated by banking sector transformation. This highlights the importance of banks altering their business models and services to effectively utilise FinTech solutions. By adopting FinTech innovations and supporting banking sector change, financial institutions can increase consumer uptake, position themselves for sustainable growth, and remain competitive in the rapidly changing financial services industry. This study provides valuable insights for banking executives and decision-makers seeking to enhance customer service and support the growth of the banking industry in innovation and resilience.


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How to Cite

Murad , M., & Ahmad , B. S. (2023). Transforming Financial Services: The Impact of FinTech Innovation on the Customer Adoption. Journal of Financial Technologies (Fintech), Inclusion and Sustainability, 2(1), 87–98.