The Influence of Innovation on Financial Services and Investor Decision Making Behavior

Abstract The rapid growth of financial technology (Fintech) has significantly transformed the financial services sector by enhancing efficiency, accessibility, speed, and transparency. Innovations such as digital payments, mobile banking, robo-advisory services, peer-to-peer lending, and online investment platforms have reshaped how investors access and utilize financial services. This study examines the influence of Fintech innovations on financial services and investor decision-making behaviour, with a specific focus on individual investors in Amravati city. Using a descriptive research design, primary data were collected through structured questionnaires and interviews from fintech users and investors. The study analyzes factors such as convenience, speed, trust, usability, and real-time information in shaping investor behaviour. The findings reveal that Fintech adoption positively influences investor decision-making by enabling faster transactions, improved access to market information, and enhanced convenience. However, challenges related to data security, privacy concerns, and behavioural biases such as overconfidence and frequent trading were also observed. The study concludes that Fintech innovations have a significant impact on both financial service delivery and investor decision-making behaviour, highlighting the need for improved digital literacy, stronger security measures, and balanced integration of technology with human advisory support Keywords: Fintech Innovations, Digital Payments, Investment Platforms, Financial Technology Adoption, Investor Behaviour.