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This paper aims to investigate and discover the demographic characteristics of corporate leaders (CEOs) in Fintech sector firms representing the implementation of the sustainable business model. Particularly, the purpose is to identify a benchmark profile of CEOs and to understand which are the main features (e.g. age, tenure, education specification, education level, gender, nationality, years of entrepreneurship, years in financial functions, years in IT functions), giving more opportunity to develop and maintain sustainable business models using innovative platforms.

The research questions are answered through a quali-quantitative methodology using descriptive and statistical approaches. The researchers collected a sample of 100 Fintech firms from the main Fintech firms in 2018 identified by the annual KPMG Report (2019). Thus, the research observed and tested the average level of the major CEO demographic features. Additionally, the paper explored whether these variables have a major probability to affect Fintech leading.

Assuming a relevant part of Fintech firms, the main results of this paper show the relevance of several CEO demographic characteristics. Additionally, the age, the tenure and the presence of an MBA are significant elements in affecting Leading companies.

The paper is novel because it contributes to the literature examining the internal governance and sustainable business model, still not explored. Moreover, this study contributes to identifying the CEO demographic characteristics that foster financial institutions' transition towards sustainable business models.