Open Access

Marcel Putina

• The investments’ dynamics in the Fintech industry represent a great opportunity for many Fintech entrepreneurs that use technology to drive down operating cost and build products that match the digital needs of the millennial customers. They challenge the status quo of the existing players in the industry, but it is a bigger challenge for the new entrants in to acquire customers and compete for a market share because of the high acquisition cost and lack of historical data for optimization. This thesis seeks to explore the digital channels used for customer acquisition and to make an analysis about the cost of the channels, targeting capabilities, effectiveness and the effort required to set up and optimize the digital channels. This paper also seeks to improve our current understanding of which factors influence the acceptance of fintech technology, are relevant to consider in the context of the fintech industry, using TAM as the theoretical foundation and internet banking technology as the closest example of fintech products.