Authors: Ms. Abinaya J, Mr. Reuban G
Abstract: Fintech startups have emerged as transformative agents in the financial services sector by leveraging mobile technology, artificial intelligence, and digital infrastructure to deliver fast, accessible, and user-friendly financial solutions. This study examines the factors influencing the adoption of fintech startups among college students, an important demographic segment characterized by high digital exposure and openness to innovation. Adopting a descriptive and analytical research design, the study collected primary data from 150 college students using a structured questionnaire. Statistical tools including percentage analysis, weighted average score, chi-square test, and ANOVA were applied to analyze awareness levels, usage patterns, perception, challenges, and overall satisfaction. Findings reveal that convenience, ease of use, fast transactions, cashback incentives, and peer influence are the dominant drivers of fintech adoption. However, security concerns, transaction failures, and limited trust in data privacy continue to act as significant barriers. The study also highlights that fintech usage among students is primarily concentrated in payment services, with investment and loan services being substantially underutilized. The paper concludes that addressing trust gaps and improving financial literacy are essential for achieving deeper and more inclusive fintech adoption among college students.
