The FinTech industry has revolutionized traditional financial services by leveraging technology to offer innovative solutions for consumers and businesses alike. However, startups entering the Business-to-Consumer (B2C) market face significant challenges, including regulatory compliance, securing product-market fit, and building customer trust in a competitive landscape. This paper explores these challenges through a mixed-methods approach, combining surveys and interviews to gather insights from FinTech professionals, consumers, and a case study of a UK-based startup, ‘Company A’. The findings highlight the critical importance of regulatory adherence, particularly in securing Financial Conduct Authority (FCA) approval and addressing consumer concerns around data security and digital payment reliability. The study also examines strategies for product-market fit and market positioning in the growing FinTech sector, offering practical recommendations for startups to overcome barriers to entry. Key recommendations include the adoption of value-added services (VAS), transitioning from B2C to B2B models for scalability, and leveraging regional FinTech hubs for support. The study contributes to the understanding of FinTech startup challenges and offers a strategic roadmap for achieving long-term success in the B2C financial services market.
ORCID: 
CORE (COnnecting REpositories)
CORE (COnnecting REpositories)