A race is on to supply non-FinTechs with backend financial technology that improves customer experiences (e.g. adding financial services to their offering). A good example of this is Shopify, which now generates more than 60% of its revenue from merchant solutions, most of which entail financial services such as payment processing and merchant cash advances. For companies whose customers have a directly-related need for a financial service, such options make sense and easier to use. At the same time, there’s a limit to the number of financial relationships that any consumer or company wants. There are also issues related to how deal with compliance and regulatory issues, how the FinTech market matures and how FinTechs can avoid becoming glorified middlemen in the long term. We are all excited about the prospects of what FinTechs can provide and how they alter traditional relationships. At the same time, there are bound to be growing pains as the sector matures into a more stable environment and better-known overall quantity.