Digital Transformation in the Financial Services Industry: Examining the Impact of Personalization in Enabling Customer Adoption among Fintech Startups in Nigeria

The financial services industry is undergoing significant changes due to various technological advancements. A prominent example of this digital revolution is the unprecedented growth of Financial Technology (FinTech), which is currently challenging traditional banking. Beyond the rise of FinTech, another key component digital transformation in the financial services industry is the growing influence of digital marketing. This study sought to assess the influence of personalized digital marketing in driving customer adoption among Fintech startups in Nigeria. The study was underpinned on the Elaboration Likelihood Model, while the survey research method was used to retrieve data from respondents sampled in the study. Findings revealed that a large portion of respondents sampled in this study believes that personalized digital marketing strategies have influenced their decision to use FinTech’s services. Results also showed that digital marketing tool such as social media marketing, email marketing campaigns and targeted ads on search engines have played a vital role in promoting awareness and adoption of services provided by Fintech companies. Based on these findings, the study recommended that Fintech companies should consistently utilize personalized digital marketing techniques to boost customer adoption and engagement.