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Published by:
Asian Business Case Centre (2017)
19 April 2018
Revision date:
15 pages
Data source:
Field research


This case presents the phenomenal rise of Ant Financial Services, which started as Alipay, and has since grown to become the world's largest Fintech company. Seeing itself as a Techfin rather Fintech company, Ant Financial leverages cutting edge technology to provide accessible finance to the underserved SMEs and individuals. This case highlights the dynamic evolution of its business model and its ecosystem. The case also brings up the key challenges of Ant Financial has to deal with, ie, the intensely competitive Fintech landscape, the viability of its ambitious strategy for inclusive finance, and the transferability of its success beyond China.


Fintech; Internet finance; Innovation; Disruption; Finance transformation; Strategy; Entrepreneurship; China
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Awards, prizes & competitions

2017 - EFMD Case Writing Competition - category winner

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