In the following work, we analysed the fintech market regarding its disruptive value in the banking sector and its innovative contribution. The various areas of the banking business affected by the innovation brought by new players have been described and mapped. How the dominant players (the incumbents) are reacting to the entrance in the market of these new players is a crucial part of this work. Investments in seed and growth rounds are the preferred path to control and being part of the innovation process. Acquisitions, on the other hand, are just a small part of the strategic posture adopted by large banks.