Fintech startup’s Success Drivers and Social Consequences in Iran

The rapid growth in the use of financial technology along with the development of digital capabilities has changed today's living environment. The Internet has changed everyday life, relationships and culture of people. Moreover, extension of financial infrastructure based on modern technologies made challenges for traditional complex financial systems. Which of these led to the explosion of fintech startups and outbreak of covid-19 pandemic caused to speed up changes, especially social changes.

This study was conducted with the aim of identifying drivers and social consequences of fintech startup’s success in Iran. The current research is based on empirical study and is done with a deductive approach. From the point of method, it is qualitative research and grounded theory has been used to analyze expert interviews. 10 eligible individuals participated in this study by non-probabilistic and purposeful sampling. Gathered data has been analyzed with MaxQDA software.

The results of the qualitative analysis of expert interviews showed that the success of Iran's fintech startups through trust building, communication, interactions, designing and implementing appropriate marketing mix which can lead to changes at society (change of lifestyle, improvement of quality of life, technological growth) and have positive consequences for businesses (revival small businesses, create new businesses, facilitate and accelerate the development of financial services, reducing the cost of providing and receiving financial services).

One of the strategies that facilitate success is building trust between users, investors and team members. In the prevailing ambiguous political conditions, extensive sanctions, economic instability, extreme fluctuations in capital markets, along with the inherent uncertainty of startups, increases the difficulty of starting a startup and investing decisions.