Fintech Solutions’ Adoption: A Systematic Literature Review

Discovering and understanding the marketing side of fintech is becoming a necessity, as it is the future of the world’s finance. In the context of analyzing and understanding Mikadof’s costumers (fintech start-up that offers services to facilitate decision-making in the stock and cryptocurrency markets), a systematic literature review was conducted to get a clearer picture of existing research that has been around the segmentation of fintech customers. The results showed a gap in the research that deals with the segmentation of these types of consumers. Nevertheless, several researches were about the stimuli that drive consumers to adopt a fintech solution. Understanding and analyzing these stimuli is an important step in segmenting these fintech consumers. According to the review, the Technology Adoption Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) were among the most mentioned theories explaining the reasons for adopting new technologies. Security, perceived ease of use, and perceived usefulness were among the variables most used by the authors to explain the intention to use new technologies.