Part I. The financial-entrepreneurial innovation-technology convergence --
Chapter 1. How Fintech was born? --
Chapter 2. Technological possibilities --
Chapter 3. Entrepreneurship in the Fintech industry --
Part II. Exploring opportunities in Fintech --
Chapter 4. Dynamics of Fintech and the broad financial industry --
Chapter 5. Financial consumer behavior and decision making --
Chapter 6. Consumer segments in the Fintech market --
Chapter 7. Differentiation and sustainable competitive advantage --
Part III. Exploiting opportunities in Fintech --
Chapter 8. Effectuation as a strategic approach --
Chapter 9. Developing a product-market fit --
Chapter 10. Measuring venture performance --
Part IV. Broad outcomes of Fintech --
Chapter 11. Societal outcomes of Fintech --
Chapter 12. Designing a future for Fintech.

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 UNs Sustainable Development Goals. This book offers scholars a comprehensive strategic view on FinTech from effectual, causal, and entrepreneurial innovation standpoints. Pavel Reyes-Mercado is professor at Universidad Anahuac, Mexico, where his research focuses upon the adoption of innovations, technology-enabled marketing, and entrepreneurial marketing. He is the author of Eco-Innovations in Emerging Markets and co-editor of Reverse Entrepreneurship in Latin America.