PwC Joins American Fintech Council (AFC) as Strategic Partner to Support Responsible Innovation and Operational Efficiency in Financial Services

WHY THIS MATTERS: The strategic addition of PwC to the American Fintech Council (AFC) is a clear indicator of the industry’s shift toward fintech maturity. This collaboration signifies that the next phase of growth for innovative banks and financial technology companies is less focused on pure disruption and more on building rigorous, institutional-grade scaffolding. As global financial services face an era of intense scrutiny and increasing regulatory complexity, access to world-class expertise in compliance, risk management, and operational efficiency becomes a non-negotiable competitive advantage. For AFC’s 150+ members, this partnership democratizes access to the guidance required to navigate the structural challenges of regulatory convergence across different jurisdictions. It provides the necessary foundation for high-growth firms to transition from agile startups to durable, trusted financial infrastructure providers, securing long-term viability in a market that now demands resilience and accountability.

The American Fintech Council (AFC), the largest industry association representing both responsible fintech companies and innovative banks, announced the addition of PwC as a strategic partner. PwC is a global professional services network providing consulting, audit and assurance, and tax and legal services to organizations across the financial services ecosystem. As a strategic partner, PwC will collaborate with AFC to provide guidance on adopting new technologies, improving operational efficiency, and driving business growth.

“PwC’s expertise across the financial services sector helps organizations navigate complex market and regulatory challenges with confidence,” said Phil Goldfeder, CEO of the American Fintech Council. “Their insights will be invaluable to AFC members as they adapt to a rapidly changing landscape, pursue innovative solutions, and position themselves for long-term success. This partnership signifies a commitment to supporting financial technology companies as they advance responsible innovation across the industry.”

PwC’s financial services professionals deliver tax, audit, and consulting insights to organizations across banking and capital markets, private equity, insurance, asset and wealth management, and real estate. Within its fintech sector, the firm advises incumbents, fintech startups, and other market participants as they respond to emerging technologies, pursue strategic partnerships, and develop innovative products. PwC’s focus is on helping institutions navigate rapid technological change and shifting competitive dynamics in a more integrated, technology-driven financial system.

“PwC is committed to helping financial technology companies adapt to evolving technologies, regulatory environments, and market dynamics,” said Amanda Cox, PwC’s Financial Services Risk & Regulatory Practice Leader. “We look forward to working with AFC and its members to share perspectives from across the financial services landscape and support thoughtful dialogue around responsible innovation and risk management.”

A standards-based organization, the American Fintech Council (AFC) is the largest and most diverse trade association representing financial technology (fintech) companies and innovative banks. On behalf of over 150 member companies and partners, AFC promotes a transparent, inclusive, and customer-centric financial system by supporting responsible innovation in financial services and encouraging sound public policy. AFC members foster competition in consumer finance and pioneer products to better serve underserved consumer segments and geographies.

FF NEWS TAKE: This partnership unequivocally moves the needle by validating that institutional credibility is the new currency for serious fintech companies. The market has passed the point where innovation alone guarantees success; now, long-term value is measured by operational resilience and governance. The immediate consequence we anticipate is a push for higher standards across AFC membership. Going forward, watch how PwC’s influence shapes the industry’s consensus and lobbying efforts on key US financial data and payments regulation, solidifying a model of expert-backed, responsible innovation.