AUB partners news

The total number of NovaPay customers is approaching 850,000 users — that's almost the entire population of Dnipro or Lviv. The figures of 775,000 individuals, about 75,000 sole proprietors, and 390 legal entities reveal an interesting story about who is really driving Ukrainian fintech. An analysis of the age structure of the customer base revealed interesting features of the financial behavior of different generations of Ukrainians.

The 26-45 age group – the driver of fintech services

The most active NovaPay users are people aged 26-45, who make up more than half of the entire customer base. Among individuals, there are about 410,000 (55%), and among sole proprietors, there are 43,000 entrepreneurs (62%). This is a generation that remembers both long queues at banks and modern mobile applications, so it understands well that it is faster and more convenient to resolve financial issues online.

Young people are actively joining fintech

Ukrainians under the age of 25 demonstrate a high willingness to use modern financial instruments: there are over 215,000 of them among individuals, which is 29% of the total number of clients, and among young entrepreneurs – about 9,000, or 13% of sole proprietors. The smaller share of young people among entrepreneurs is quite logical: starting your own business usually requires time to gain experience and start-up capital.

Experienced customers trust innovation

An interesting feature is the behavior of users aged 46 and older. There are over 122,000 of them among individuals, which is 16%, and about 17,000, or 25%, among sole proprietors. The higher proportion of experienced entrepreneurs compared to individuals of the same age indicates that experienced businesspeople are more active in adopting fintech solutions, assessing their effectiveness and convenience for doing business.
These statistics reflect the general trends in the Ukrainian fintech industry: digital financial services are most in demand among the economically active population, which combines financial needs with a willingness to use modern technologies.

NovaPay is an international financial service from the NOVA (Nova Poshta) group of companies, which has been providing online and offline payment solutions in more than 3,600 branches for 13 years. NovaPay became the first non-banking institution in Ukraine to receive an extended license from the NBU to open accounts and issue cards.