Resumo

MALAGON, Alexandra C.; SELLAMEN GARZON, Alexander  e  NOVA RODRIGUEZ, Vladimir. Relationship between Fintech and financial marketing. Semest. Econ. [online]. 2021, vol.24, n.57, pp.190-200.  Epub 01-Ago-2022. ISSN 0120-6346.  https://doi.org/10.22395/seec.v24n57a9.

The objective of this article is to present the importance of fintech and its revolution in the world of finance in recent years and its impact on the acceleration of financial marketing. For the above, an exploratory analysis was carried out in the financial sector on the application of new information technologies to the financial system, and how, hand in hand with financial marketing, greater competitiveness and new business models have been generated. The result shows that a new scenario of constant changes in the financial sector has led to the evolution of various related sectors such as financial marketing and fintech, which have maintained rapid growth and an important role in the market segmentation process, for so its effectiveness depends on a true culture in the banking organization that allows it to respond to the challenges of a new world focused on technological advances and the needs of people.

Palavras-chave : Technology; finance; marketing; fintech; Colombia.

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