Behavioral Patterns of Sweden ́s Millennials in Their Investment Activities for Fintech Product Development : An Empirical Study of Millennial Consumers in Sweden

Abstract: With the development of technologies, as well as the introduction of new regulations, the banking sector is facing increasing competition from Fintech startups and companies. This weakens the monopoly of banks on financial services, which can now be provided by various kinds of companies. This situation democratizes many financial areas that were previously inaccessible or inaccessible to the general public and drives financial inclusion. One such area is investment. As part of the ongoing product development and improvement path of Fintech, startups want to get deeper and better into their potential users in order to create products that meet their problems and needs. This study is devoted to a deep study of the habits and Paterno behavior of the Swedish Millennial of investment. In order to explore the most important aspects in the process of investment decision-making, the authors studied behavioral finance research and highlighted the most common factors that have the greatest weight in determining how people invest money. These are the following factors: behavior towards risk, financial literacy, knowledge and sources, sustainability and investment motives. Survey and in-depth interview research methods were used to collect data around the aforementioned factors. Some of the key findings define crucial investment behavior patterns among age group of 20-30. Slightly more than half of the people invest their money, while reason for non/investors is high complexity and lack of knowledge. Also, the majority pursues economic and emotional goals from investing money, and prefers low risk and long-term gain over short-term speculative investing. Moreover, the respondents showed a high level of financial literacy. As for the sustainability factor, for the majority sustainability is not the major driver of a stock choice. Also, when making choices, people appeared to trust offline communities more than online.