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Three policy design parameters are driving the growth of FinTech in emerging economies. First, governments in emerging economies are moving towards “less cash” economies because of the discrepancies displayed by the cost of cash model. Second, the financial inclusion agenda needs the creation and leveraging of digital platforms for payments banks to reach people in geographical terrains that are left untouched by brick and mortar bank branches due to lack of economic feasibility. Third, the expenditure approach to national income accounting is replacing the traditional way of income and value addition based approaches. The expenditure approach to national income accounting offers advantages over the two traditional counterparts in monitoring consumer spending, liquidating black income and shifting the taxation paradigm from income taxes to expenditure taxes to augment saving and capital formation. In 2018 challenges exist and impose constraints on the FinTech vertical’s growth. TIS, the leading the digital services consulting company does a dissection of the FinTech vertical’s anatomy to show that inbound marketing is the way forward to navigating these challenges.