Product Marketing Manager, Lemonway

This demonstrates a gradual feature-expansion strategy that mirrors that of French super-app Lydia, or UK challenger bank Starling - all disruptive financial service startups that have ridden the banking revolution wave to a leading position in the thriving European fintech sector. It makes sense, too: with fintech advances producing pivotal new innovations by the year, and customer preferences and expectations undergoing a period of relatively remarkable change, the ability to adapt as a financial institution is not just appealing - it’s crucial.

Lemonway appears to be performing well with this model, too, with the number of payments processed increasing into the multi-billions over recent years, and a growing European Presence. Lemonway has developed a strong, flexible business in a sufficiently important, yet narrow, niche that will pay dividends going forward.