OICC Press Agricultural Marketing and Commercialization 2676-7570 9 1 2025 06 30 Identifying the themes of banking and financial services through fintechs(Case study: public and private banks) 10.57647/j.amc.2025.090104 EN Hossein Shahbalaghi Department of Business Management, KiI.C., Islamic Azad University, Kish Island, Iran Alireza Rousta Department of Business Management , ShQ.C., Islamic Azad University, Tehran, Iran Farzad Asayesh Department of Business Management , ShQ.C., Islamic Azad University, Tehran, Iran Journal Article 2025 06 30 Fintech or financial technologies refers to the application of technology in the field of financial and banking services that provide services to users through the use of new technologies, such as social networks, cloud, artificial intelligence, blockchain and machine learning. In the field of banking and financial services, fintechs can solve many of the problems and challenges of this industry and provide better services to customers. Accordingly, the present study was conducted with a qualitative strategy with the aim of identifying the themes of banking and financial service management through fintechs. The research method was thematic analysis based on the Clark and Brown (2006) model. The data collection tool was a semi-structured and in-depth interview that was analyzed using open and axial coding. The research community was (experts and key influential drivers of banking and financial services through fintech), of which 12 people reached data saturation. The results showed that banking and financial services through FinTech, as a comprehensive theme, consists of 8 themes: up-to-date technology, innovation, optimization, modern banking, quality improvement, customer-centricity, fundamental challenges, and performance barriers.