How Customer Demand Is Shaping Eco-Friendly Fintech Products_LB.pdf

For fintech leaders, this means that green initiatives are no longer add-ons. They are shaping the competitive landscape. Whether it’s a payments app showing carbon footprints per transaction or a robo-advisor channeling savings into sustainable funds, eco-conscious design has become a deciding factor for consumers choosing between platforms.
Eric Hannelius, CEO of Pepper Pay, emphasizes this shift: "Consumers today are highly informed and highly selective. They expect their financial providers to share their values, especially when it comes to sustainability. Fintech firms that fail to recognize this will see churn, while those that embed eco-friendly practices into their core products will create lasting loyalty."

1. How Customer Demand Is Shaping Eco-Friendly Fintech Products

The global conversation on sustainability has moved beyond corporate boardrooms and
regulatory agencies. Increasingly, it is consumers themselves who are steering the
future of financial technology by demanding greener products and services. From digital
wallets to investment platforms, fintech companies are adapting their offerings to reflect
customer expectations for transparency, responsibility, and measurable environmental
action.
A Market Fueled by Consumer Values.
Surveys consistently show that buyers are factoring sustainability into their financial
choices. According to PwC’s 2024 Global Consumer Insights survey, 76% of consumers
prefer to buy from companies actively reducing their environmental impact, and this
preference extends to digital finance.
For fintech leaders, this means that green initiatives are no longer add-ons. They are
shaping the competitive landscape. Whether it’s a payments app showing carbon
footprints per transaction or a robo-advisor channeling savings into sustainable funds,
eco-conscious design has become a deciding factor for consumers choosing between
platforms.
Eric Hannelius, CEO of Pepper Pay, emphasizes this shift: "Consumers today are
highly informed and highly selective. They expect their financial providers to share their
values, especially when it comes to sustainability. Fintech firms that fail to recognize this
will see churn, while those that embed eco-friendly practices into their core products will
create lasting loyalty."

2. From Awareness to Action.
Many fintech firms have already begun tailoring services to meet green demand. For
example:
 Payment processors are building tools that track and offset carbon emissions tied
to spending habits.
 Investment apps are expanding ESG-focused portfolios, allowing consumers to
channel savings into renewable energy, clean tech, and socially responsible
companies.
 Digital-first banks are funding reforestation, community solar projects, or clean
water initiatives, tying every new account or transaction to measurable impact.
These offerings attract climate-conscious consumers and differentiate brands in a
crowded market.
Transparency as the Foundation.
Consumers increasingly expect proof behind sustainability claims. This creates
pressure on fintech firms to provide credible data and avoid accusations of
“greenwashing.” As regulations tighten, fintech companies that can provide transparent
reporting, on everything from energy consumption in data centers to the environmental
outcomes of financed projects, are positioned to gain trust.
Eric Hannelius points out: "The expectation is no longer that companies announce
green commitments, but that they demonstrate progress. The fintech sector, with its
digital-first DNA, is well-equipped to bring transparency to sustainability. Data is an
opportunity to build consumer trust."
The Next Wave: Personalization of Sustainability.
The future of green fintech is moving toward personalization. Imagine consumers
choosing the degree of carbon offset linked to each transaction, or receiving investment
recommendations based on both financial goals and environmental values. By
embedding customization into sustainable finance products, fintech firms can deepen
engagement while helping consumers feel their individual choices carry weight.
Why This Matters for Business Leaders.
For fintech executives, aligning with consumer-driven sustainability is not an optional
pursuit but a strategic necessity. Market share, investor confidence, and long-term
growth are all now influenced by the degree to which firms can credibly deliver on green
expectations. The leaders who succeed will be those who see environmental
responsibility not as a side initiative but as part of the value proposition consumers are
actively seeking.
As Eric Hannelius concludes: "Consumer expectations are reshaping fintech faster than
regulation ever could. Those who adapt will not only capture market growth but also
help redefine what it means for finance to serve both people and the planet."