An enterprise’s revenue model is, of course, vital to success. But for fintech entrepreneurs, it’s especially crucial. That’s because, as research shows,  consumers point to financial companies’ revenue models–say, charging high fees that eat into investor gains or pushing proprietary products–as a top reason for not trusting such enterprises. At the same time, winning customer confidence is particularly important for fintech companies.

The bottom line: Fintech startups have to focus on not just building a revenue model, but on creating one that fosters trust.

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