How Can a Culture of Sustainability be Built in Fintech?

The conversation is no longer about if sustainability should be integrated into financial services, but how it can be done effectively and authentically.

The dual pressures of regulatory change and evolving consumer expectations are forcing the financial industry to confront its environmental and social responsibilities. 

For fintechs, this presents both a challenge and a significant opportunity.

Lessons from the forefront of sustainable finance

What can we learn from sustainable finance growth? 

Notoriously green leader in finance ING recently published valuable insights about sustainable finance. 

The bank has contributed around US$432bn in sustainable finance investments, offers and loans.

Its report indicates that while EMEA currently leads in sustainable finance transactions, the APAC region is experiencing a notable surge.

Among the sustainable financing options, sustainability-linked bonds have proven to be the most popular, closely followed by green bonds and green loans.

Green innovation as a growth engine

Sustainability is now a primary driver of growth. 

Purpose-driven fintechs are unlocking substantial opportunities in green finance. 

The global green fintech market is not just expanding, it is exploding, with a projected annual growth rate of 22.4% between 2024 and 2029. 

This trajectory is fuelled by significant investor interest, with ESG-focused fintechs expected to attract an estimated US$123.7bn in investment by 2026. 

However, the path is not without its obstacles. 

Companies face considerable challenges, particularly around the methodological limitations of carbon measurement and the urgent need for standardised ESG reporting frameworks across different jurisdictions.

Enabling Ssustainability through core banking innovation

At the heart of the transition to a more sustainable future lies the need for agile and adaptable core banking infrastructure. 

This is where companies such as SaaScada are making their mark. 

Their cloud-native platform is engineered to dismantle the barriers that have traditionally hindered the development of inclusive and sustainable financial products. 

Steve Round, CEO of Saascada, says in an interview with FinTech Magazine: “The key to improving access to finance is to demystify the complexities that are often associated with it.”

SaaScada's technology offers a pathway for financial institutions to serve a broader customer base, including those who do not meet conventional eligibility criteria.

• Event-driven architecture: This allows for real-time data analysis, enabling banks to proactively support customers and offer tailored financial advice
• Low-code and no-code product builders: These tools empower financial institutions to rapidly design and deploy a diverse range of products, from accounts and payments to lending and investments
• Smart contracts: These automate processes and enforce predefined rules, enhancing transparency and efficiency.

By leveraging this technology, banks can move beyond a reactive approach to customer vulnerability and instead build a preventative model that fosters financial well-being.

Nelson Wootton, Co-Founder and CEO of SaaScada, emphasises that its mission is to "help businesses to quickly build and launch unique, feature-rich banking products and services".

A sustainable future by design

The trajectory of the fintech industry is clear: sustainability is no longer a peripheral concern but a central pillar of innovation and growth.

While challenges around standardisation and measurement persist, the momentum is undeniable.

To hear more about industry movements in the shift towards sustainability in fintech, the Sustainability in FinTech panel at FinTech Live: London 2025 will bring together key leaders including Hannah Simons, Head of Sustainability at Lloyds Bank Corporate Markets, Tingting Peng, Chief Transformation Officer at Moove and Steve Round, Co-Founder of SaaScada.

Green investments, carbon tracking and ESG reporting will be discussed to further support how industry players can best support a sustainable future in fintech. 

Tickets are available here.