Fintech (financial technology) is disrupting the financial services industry across the globe. As start-ups invade the industry with a slew of solutions that make it easy for consumers to access financial services, the incumbents are also increasing their use of technology and are focusing on innovation - both in-house and external - to improve customer service and experience. This study looks at the digital transformation and the industry trends that are changing how companies function and how consumers receive products and services across the different sub-segments in financial services.