Purpose. The purpose of this paper is to describe the cultural, socio-demographic, technologic, financial and regulatory factors in Romania and analyze how these factors influence the adoptionof FinTech in the Romanian market.

Design/methodology/approach. Using a case study as a research method, we have gained comprehensive information from various data sources. Furthermore, we have distributed a detailed questionnaire and attempted to gauge the influence of various factors over the respondents’ usage of FinTech.

Contribution. This study attempts to improve a theoretical framework regarding the main factorsinfluencing the Fintech adoption in emerging economies. The paper contributes to the literature by describing how the interrelation of different factors contributes to the adoption of a new technologyin an emerging country which has a relatively conservative society.

Major Findings. The results of the study generally confirmed the findings in the global literatureon this topic. Some global findings could not be confirmed, partially due to the inherent bias in thesample selection. The biggest new factor found to influence FinTech adoption was the users’ priorexperience with a non-banking financial services provider, followed by their breadth of usage of various IT&C services and the time they spent online.