FINANCIAL TECHNOLOGY AS AN INNOVATION STRATEGY FOR DIGITAL PAYMENT SERVICES IN THE MILLENNIAL

The rise of financial technology, or "fintech," has brought about significant changes in the digital payment services industry, particularly among millennials. Fintech has disrupted traditional banking and financial services by leveraging innovative technologies and new business models to create faster, more efficient, and more convenient ways for consumers to transact. This paper examines the role of fintech as an innovation strategy for digital payment services in the millennial generation. We explore how fintech has influenced consumer behavior and preferences, and we analyze the impact of fintech on the traditional banking sector. Furthermore, we examine the opportunities and challenges associated with fintech adoption and its potential for future growth.