That switch, repeated across millions of people at slightly different speeds, is innovation diffusion in finance in plain sight. What innovation diffusion in finance actually describesInnovation diffusion is the process by which a new product moves through a population over time. Digital payments now make up 46.78% of the US fintech market, per Mordor Intelligence, which means the majority has arrived and the savings are mainstream. The table below pulls verified figures that mark where US and global finance sit on the curve. What innovation diffusion in finance means for strategyFor founders, the lesson is that being first is not the same as winning.