• SOUMYA RANJAN SAHOO

For many years, the financial industry has been undergoing a consistent evolution in the way digital services are delivered. This evolution is marked by enhanced connectivity and quicker information processing in both customer interactions and internal operations. Recently, the emphasis of digitization has shifted from merely enhancing traditional tasks to creating entirely new business opportunities and models for financial service providers. Fintech is a comprehensive term that encompasses a range of solutions from simple mobile payment applications to sophisticated blockchain systems that handle cryptocurrency transactions. It has been found that fintech has a dual impact on financial markets. The progress and application of fintech have granted many sectors access to thorough and timely decision-making information. However, at the same time, these new technologies, such as the internet, are replacing conventional financial services, bringing with them complexities and risks associated with fintech. In this paper, we will explore the fintech sector and its future, assess various factors impacting the financial industry, and identify government initiatives aimed at fostering the fintech sector. The primary focus of this research is to understand customers’ views on fintech services in Cuttack City. A sample of 48 participants was gathered through the distribution of structured questionnaires to users in this city, aimed at gauging customers' perceptions of fintech services. In this study, I employed convenience sampling and simple percentage analysis to assess awareness of fintech and the digital transformation within financial services, and to understand the motivations for utilizing financial services.

Fintech,Financial Technology,E-Commerce,Digital Finance.

"A STUDY ON FINTECH AND DIGITAL TRANSFORMATION OF FINANCIAL SERVICE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 7, page no.f1-f8, July-2025, Available :http://www.jetir.org/papers/JETIR2507501.pdf

"A STUDY ON FINTECH AND DIGITAL TRANSFORMATION OF FINANCIAL SERVICE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 7, page no. ppf1-f8, July-2025, Available at : http://www.jetir.org/papers/JETIR2507501.pdf