Shaista Anwar
ABSTRACT
The proliferation of mobile banking and fintech applications has transformed the investment landscape for Millennials and Generation Z. This study examines how fintech tools influence investment behavior across three key dimensions: frequency, decision quality, and investment choices. Using a cross-sectional survey of 400 participants aged 18–40; the research evaluates the roles of fintech usage, financial literacy, and social influence. Results indicate a statistically significant increase in investment activity among fintech users, suggesting that fintech platforms lower barriers to market entry and encourage broader participation. However, neither financial literacy nor social influence significantly predicted the quality of investment decisions or choices, highlighting a potential disconnect between accessibility and informed behavior. These findings emphasize the need for embedded educational resources and behavioral safeguards within fintech platforms to promote responsible investing. The study provides empirical insights for fintech developers, financial educators, and policymakers seeking to foster sustainable investment behavior among digital-native generations.
