“We invest in early-stage startups, with ‘FinTech’—financial
technologies—being one of our main areas of focus. One of our
portfolio companies is the Azerbaijan-based startup ePoint, which
is also a partner of this event, making their presence here
especially meaningful for us,” said Güncə Önür, Managing Partner at
Startup Wise Guys, a European venture fund, speaking at the Baku
Fintech Forum 2025, Azernews reports.
According to Önür, FinTech is not limited to a single sector but
encompasses more than 20 subfields. “The concept of ‘money’ goes
far beyond payments. Many areas that touch people’s daily lives
fall under this umbrella.”
She added, “When looking at FinTech overall, it ranks among the
top three sectors for venture capital investments not only in
Turkey and Azerbaijan but globally.”
A strong FinTech ecosystem, she emphasized, reflects not only
the success of companies in the sector but also the robustness of a
country’s banking system. “This facilitates smoother international
money transfers and attracts attention from global investors and
multinational companies, leading to increased capital flow and
economic growth.”
For Startup Wise Guys, FinTech is more than just an investment
area—it’s a sector that influences entire ecosystems. Given its
direct connection to money and finance, regulation is inevitable
and often stringent, due to the inherent risks involved.
“While regulations, permits, and licenses may pose challenges
for startups looking to enter FinTech, overcoming these barriers
ultimately provides a protective framework,” Önür explained. “Trust
and reliability are essential in this field.”
When evaluating FinTech startups, the fund prioritizes the
quality of the team. “Strong, knowledgeable, and experienced teams
are the most important criterion for us. Even if a startup hasn’t
launched a product yet, we assess whether they are working with the
right partners and actively building relationships within the
ecosystem. We also check if they have done their homework—research,
analysis, awareness of competition, and regulatory requirements.
These factors are crucial.”
Önür concluded by emphasizing FinTech’s strategic importance for
venture capital investors: “There is a saying in the industry:
‘Every startup will eventually become a FinTech startup.’ FinTech
appeals not only to companies operating directly in financial
technologies but also to startups in other fields.”
She noted that the world’s largest venture funds actively invest
in FinTech despite its challenges. “These challenges exist to
protect the sector. Rather than fighting the regulatory
environment, entrepreneurs should focus on understanding the
reasons behind the rules and learning how to navigate them. This is
one of the most valuable skills for founders.”