Towards the adoption of investment products in neobanks : customer attitudes and intentions

Abstract

The integration of investment products into neobanks’ banking apps is creating new trends, primarily in the fintech sector, and has the potential to shift consumer behaviour regarding investments. Trading and investing in assets are behaviours traditionally associated with specific communities. However, fully digital banks—adopted globally by 51%, according to an EY Report (2019)—are making investment products more accessible and convenient. This dissertation explores consumer attitudes towards these services, examining the factors that shape their adoption within virtual banks. Key findings reveal that attitudes, influenced by perceived usefulness, ease of use, and trust, are critical drivers of adoption. Trust is heavily influenced by perceived security, perceived ease of use is predicted by curiosity, and perceived usefulness by perceived convenience and perceived economic value. Brand reputation also plays a crucial role in consumers' intentions to invest with neobanks. Industry practitioners should prioritise convenience, robust security measures, simple and intuitive design, and strategies for building trust and credibility. This research extends fintech adoption theory by proposing a modified Technology Acceptance Model (TAM) that incorporates brand and trust, offering a framework for future studies in fintech innovation.