The foundations of traditional financial business are being shaken by the emergence of new actors who are introducing new business models based on the opportunities offered by recent technological advances. Fintechs are technology-based companies that offer financial services digitally through technological solutions and which focus on the needs and preferences of the consumer. Faced with the threat posed by this disruption in the financial market, banks and fintechs are developing collaboration strategies that take advantage of the innovative potential of fintechs in order to bring it to the general public through traditional banking structures and portfolios. This integration process is not free from obstacles and challenges, one of the main ones being the change in the business culture of traditional financial institutions.