77% of Fintechs Plan Imminent Cross-Market Growth, Reveals Endava Research

Endava, the technology-driven business transformation group whose AI-native approach combines cutting edge technology with deep industry expertise, today launched its latest report “Powering Growth in the Global Payments Race”. The report highlights widespread industry recognition that the creation of a modern payments infrastructure is fundamental to meeting consumer demand across markets.    

In partnership with Censuswide, Endava surveyed 500 leaders of fintech businesses and payment providers across the EMEA, APAC, and AMER regions to uncover their attitudes to market expansion and insights into current industry trends.    

Key findings from the report showcase appetite for global expansion among fintechs, with 85%[[1]] of directors considering entering new markets and 77% planning to do so in the next few years. This appetite is matched with realism around the challenges businesses are likely to face. The most cited include building local partnerships (38%), infrastructure challenges (37%) and regulatory hurdles (33%).[2] 

To support scaling, companies are boosting innovation in line with evolving customer expectations. Almost half (47%) have already deployed real-time payments, and 46% are investing in contactless and NFC payments. Success will depend on how well strategies align with regional payment trends. For example, the EU is seeing rapid adoption of alternative payment rails; the UK and North America a gradual shift; and Latin America, APAC and the Middle East are observing a more equal balance between traditional and alternative methods.  

As they embrace AI, the technology implemented by companies has provided key insights into wider company strategy. Cybersecurity and customer experience have been prioritised consistently across regions, with 56% considering predictive analytics for payment trends and 55% exploring fraud detection and prevention.  

As they enter new regions and adopt emerging technology, the survey highlighted a shared belief between fintechs that strategic partnerships will be key to fuelling progress. Over 4 in 5 said partnerships with external providers are important (81%)[3], providing the ability to create competitive advantages (45%) and helping to integrate diverse payment technologies (45%).  

Endava’s Chief Technology Officer, Matt Cloke, commented: “It’s promising to see growing recognition of how technology can help fintechs scale across markets and stay focused on what matters most — delivering secure, seamless experiences for their customers. While challenges around infrastructure and regulation remain, it’s clear that strong partnerships and the right use of AI will play a key role in helping businesses adapt and thrive in an evolving payments landscape.” 

To learn more about how digital payment methods are paving the way for seamless, omnichannel experiences, view the full report here.