Part I. The financial-entrepreneurial innovation-technology convergence
Chapter 1. How Fintech was born?- The internet and data revolution- The financial crisis and distrust in banks- Unattended market niches
Chapter 2. Technological possibilities- Technology as a resource- Block chain technologies and distributed financial systems- Data processing: Big data and artificial intelligence- Enabling technologies: Sandboxes, cybersecurity, and application programming interfaces
Chapter 3. Entrepreneurship in the Fintech industry- Opportunity and gap identification in the financial industryo The product concepto The business modelo Identification of market niche segments- Opportunity exploitationo Transformation of a product into a product strategyo Innovative value propositiono Positioning the value propositiono Value capturing- Venture outcomeso Consumer valueo Venture valuation and exit valueo Scaling the venture
Part II. Exploring opportunities in Fintech
Chapter 4. Dynamics of Fintech and the broad financial industry- Traditional dynamics: The incumbents- Altered dynamics: Fintech- Fintech entry strategies- Competitive reactions- Conducting a competitive analysis- The interplay between innovation and regulation
Chapter 5. Financial consumer behavior and decision making- Consumer behaviour and moneyo Cognitive biaseso Heuristicso Prospect theory- Behaviour consumers and Fintech productso Behaviors arising in payments, crowdsourcing, crowd lending, and cryptocurrencieso Conducting experiments to assess consumer behaviour in Fintech
Chapter 6. Consumer segments in the Fintech marketo Niche and mass consumers in Fintecho Banked and unbankedo Digital and financial literacy segmentso Factors leading to adoption of Fintech product o Clustering techniques in Fintech
Chapter 7. Differentiation and sustainable competitive advantage- Banking products and differentiation- Attributes of Fintech products- Differentiation factors- Achieving a sustainable competitive advantage in Fintech: relationship vs transactionality- Actionable framework to assess competitive advantagesPart III. Exploiting opportunities in Fintech
Chapter 8. Effectuation as a strategic approach- Causal approach to strategy formation- The suitability of effectuation as strategy in Fintech- The effectuation approacho Adaptationo Problems as business opportunitieso Affordable losseso Flexibilityo Resilience- The liability of newness: Resource shortage, lack of brand awareness and trust- An actionable effectuation framework in Fintech
Chapter 9. Developing a product-market fit- Socio-technical approaches to Fintech- Business viability and technology feasibility in Fintech- Pricing, branding, and communication of the value proposal - Implementing the product-market fit
Chapter 10. Measuring venture performance- Linking venture and financial metrics- Purchase funnel metrics- Investment attractors: Customer life time value and customer acquisition cost- Exit value of a Fintech venture- Analytics exemplary cases
Part IV. Broad outcomes of Fintech
Chapter 11. Societal outcomes of Fintech- Societal impact of the Fintech industry- Financial inclusion- UN development objectives- Digital and financial divide- Money laundering and cashless society
Chapter 12. Designing a future for Fintech- Design-based prospective strategies- Trends identification for the Fintech industry- A framework to prospect Fintech evolution

This book explores how new and small ventures with comparatively fewer financial resources have been able to compete with big banks and financial institutions. It discusses entry, competition, and growth strategies based on new business models enacted by current FinTech ventures. An analysis of strategies for Fintech and of cases from banked as well as non-banked and underbanked customer segments produces a framework based on effectuation, resulting in a final discussion of the broad societal outcomes of FinTech related to financial inclusion, the digital divide, and the UN's Sustainable Development Goals. This book, linking theory with practical application, offers scholars a comprehensive strategic view on FinTech from effectual, causal, and entrepreneurial innovation standpoints.