Article Details
  • Published Online:
    October  2025
  • Product Name:
    The IUP Journal of Accounting Research & Audit Practices
  • Product Type:
    Article
  • Product Code:
    IJARAP171025
  • DOI:
    10.71329/IUPJARAP/2025.24.4.324-338
  • Author Name:
    Ashwitha, G Suresh and Priyanka Ghosh
  • Availability:
    YES
  • Subject/Domain:
    Finance
  • Download Format:
    PDF
  • Pages:
    324-338
Volume 24, Issue 4, October-December 2025
Role of Fintech in Shaping Retail Investment Behavior in the Banking Sector
Abstract

This study looks at how retail investors' investment behavior in the banking industry is affected by financial technology (fintech) services. It uses qualitative research methodology and is founded on an extensive analysis of the body of research on fintech, retail investment behavior, and trends in digital banking. The results showed that by providing retail investors with more access to investment options, real-time market knowledge, and sophisticated decision-making tools, fintech has irrevocably changed the investment landscape. The study found that fintech has a huge impact on the decision-making of retail investors in banking sector.

Introduction

The banking industry has seen a rapid transformation due to financial technology (fintech), which has had a significant impact on how individual investors approach investments. The decision-making processes, investing strategies, and risk profiles of retail investors have been affected by innovations like mobile banking Apps, robo-advisors, and online investment platforms, which have improved access to financial markets, increased transparency, and provided convenience.