In Author DeskThe world of finance is changing fast. New technologies, digital payments, and innovative startups are transforming how money moves, how businesses operate, and how people manage their finances.
But amid all this change, one big question still lingers: is fintech really something new, or has technology always been at the core of finance?
A new book titled Is Finance Technology? takes a deep dive into this question. Written by entrepreneur and investor Andrew Endicott, the book offers a practical and honest look at the fintech industry—cutting through hype and focusing on what truly matters.
If you’re a founder, investor, or simply curious about the future of finance, this book aims to provide clarity in a space that often feels overwhelming.
What the Book Is About
At its core, Is Finance Technology? explores a simple but powerful idea: financial services and technology have always been closely connected.
Instead of treating fintech as a completely new concept, the book argues that technology has always been the backbone of finance. What’s changing now is the speed, scale, and accessibility of that technology.
A Reality Check for the Fintech Industry
While many discussions around fintech focus on disruption and innovation, this book takes a more grounded approach.
It looks at:
- What is actually changing in financial services
- What remains constant despite technological advances
- Why many fintech startups fail
- What successful companies do differently
This balanced perspective makes it especially useful for people trying to build or invest in fintech businesses.
About the Author: Andrew Endicott
Andrew Endicott is not just an observer of the fintech space—he’s deeply involved in it.
He has worked as:
- A founder
- An operator
- An investor
Over the years, he has built and supported multiple companies in the financial technology sector.
Experience That Shapes Insight
Endicott co-founded Gilgamesh Ventures, a global early-stage venture capital fund focused on fintech. The firm invests in companies from pre-seed to Series A stages and has built a portfolio of dozens of startups worldwide.
Before that, he co-founded Petal, a credit card company that grew rapidly, generating significant revenue and serving hundreds of thousands of customers in the United States before being acquired in 2024.
He also has experience in investment banking and corporate law, giving him a well-rounded view of the financial ecosystem.
This combination of hands-on experience is what gives the book its practical edge.
Key Lessons from the Book
1. Fintech Is Not as New as It Seems
One of the book’s central arguments is that fintech is not a recent invention.
Technology has always played a crucial role in financial services—from early banking systems to modern digital platforms.
Understanding this history helps founders avoid repeating past mistakes and build more sustainable businesses.
2. Why Many Fintech Startups Fail
The book doesn’t shy away from tough truths.
Endicott highlights common mistakes that cause fintech ventures to struggle or fail, such as:
- Ignoring regulatory complexity
- Underestimating risk
- Focusing too much on growth without strong fundamentals
- Overlooking customer trust
By identifying these pitfalls, the book offers valuable guidance for avoiding them.
3. What Makes a Fintech Company Succeed
While failure is common, some companies do succeed—and the book explores why.
Successful fintech businesses tend to:
- Build strong foundations rather than chasing trends
- Understand the regulatory environment
- Focus on long-term value instead of short-term hype
- Solve real customer problems
These insights are particularly useful for founders trying to stand out in a crowded market.
4. Balancing Innovation with Stability
Finance is an industry where risk and opportunity go hand in hand.
The book emphasizes the importance of balancing innovation with reliability. While new ideas are important, they must be built on systems that are secure, compliant, and trustworthy.
This balance is what separates lasting companies from those that fade away.
What Industry Leaders Are Saying
The book has already received strong praise from well-known figures in the fintech world.
Renaud Laplanche, co-founder of major fintech companies, highlighted the value of Endicott’s experience.
He pointed out that building a successful startup is extremely difficult, but the book identifies patterns that can improve the odds of success.
This endorsement adds credibility and reinforces the book’s practical relevance.
Why This Book Matters Now
A Rapidly Changing Industry
Financial services are evolving faster than ever before.
From digital payments to embedded finance, new ideas are constantly emerging. However, not all of them will succeed.
In such an environment, having a clear framework can make a big difference.
Cutting Through the Hype
One of the biggest challenges in fintech is separating real opportunities from buzzwords.
This book helps readers focus on:
- What truly drives value
- What trends are likely to last
- What risks need to be managed
This makes it a useful guide for anyone navigating the fintech landscape.
Who Should Read This Book
Founders
If you’re building a fintech startup, this book offers practical advice on avoiding common mistakes and building something that lasts.
Investors
For investors, it provides a framework to evaluate opportunities and understand which companies have real potential.
Executives and Professionals
Anyone working in financial services can benefit from a deeper understanding of how technology is reshaping the industry.
About Epic Books
The book is published by Epic Books, an imprint focused on business, leadership, entrepreneurship, and emerging technologies.
Its goal is to turn expert insights into practical, actionable ideas that readers can apply in real-world situations.
The Role of Business Education
Epic Books is connected to the Sam M. Walton College of Business at the University of Arkansas, an institution known for its strong programs in entrepreneurship, finance, and supply chain management.
The college emphasizes:
- Real-world learning
- Innovation
- Analytical thinking
This background adds depth and credibility to the book’s content.
Final Thoughts
Is Finance Technology? is not just another book about fintech trends. It’s a thoughtful and practical guide that challenges common assumptions and provides a clearer understanding of the industry.
By focusing on fundamentals rather than hype, Andrew Endicott offers valuable insights for anyone looking to build, invest in, or understand fintech.
In a space filled with noise and rapid change, this book stands out by asking the right questions—and offering meaningful answers.
