Future of Global Fintech Second Edition 2025

Targeted fintech product and service offerings for different customer segments – AEs versus EMDEsFIGURE 22 MSMEs Women Low-income Youth Senior Rural/remotely located49% 70% 37% 57% 28% 58% 34% 52% 26% 31% 25% 50% AEs EMDEsAs shown in Figure 22, 70% of fintechs in EMDEs had targeted offerings for MSMEs, compared to 49% in AEs. Women and youth remained a key focus (42% had targeted products for these groups), while 36% of fintechs reported having targeted products for rural and remotely located customers. Overall, fintechs operating in EMDEs reported having a larger percentage of products for underserved customers, with only 14% in SSA, 15% in APAC and 18% in LAC not offering targeted products, compared to one-third in Europe and the US and Canada. MSME-focused products were particularly high in SSA (76%) and MENA (69%). Additionally, fintechs in APAC and MENA demonstrated strong engagement with women (59% and 53%, respectively), offering products targeted at women. By vertical, digital payments (78%) and digital lending (72%) led in having targeted products for MSMEs, while insurtech and digital capital raising firms showed the lowest targeted engagement with underserved groups. Digital capital raising had limited reach among low-income (23%) and rural customers (20%), while insurtech had particularly low engagement with senior customers (11%), which was the least targeted group by fintechs globally (28%). In contrast, over half of digital banking and savings firms (54%) offered products to youth. The Future of Global Fintech: From Rapid Expansion to Sustainable Growth 33