NovaPay has acquired 850,000 customers, with young and active Ukrainians forming the core of its audience

The total number of NovaPay customers is approaching 850,000 users. That’s almost the entire population of Dnipro or Lviv. The figures – 775,000 individuals, about 75,000 individual entrepreneurs, and 390 legal entities – reveal an interesting story about who is really driving Ukrainian fintech. An analysis of the age structure of the customer base has highlighted interesting features of the financial behaviour of different generations of Ukrainians.

The 26–45 age group – the driver of fintech services

The most active NovaPay users are people aged 26–45, who make up more than half of the entire customer base. Among individuals, there are about 410,000 (55%), and among entrepreneurs, 43,000 (62%) of this age. This generation remembers both long queues at banks and modern mobile applications, so it understands that resolving financial issues online is faster and more convenient.

Young people are actively joining fintech

Ukrainians under the age of 25 show a high willingness to use modern financial instruments: there are over 215,000 of them among individuals, which is 29% of the total number of customers. Among young entrepreneurs, there are about 9,000 (13%) individual entrepreneurs. The smaller share of young people among entrepreneurs is quite logical: starting a business requires time to gain experience and secure start-up capital.

Experienced customers trust innovation

An interesting feature is the behaviour of users aged 46 and older. There are over 122,000 such individuals, accounting for 16% of the total, and about 17,000 among individual entrepreneurs, or 25% of the total. The higher proportion of experienced entrepreneurs compared to individuals of the same age suggests that experienced businesspeople are more active in adopting fintech solutions, evaluating their effectiveness and convenience for business operations.

These statistics reflect the general trends in the Ukrainian fintech industry: digital financial services are most in demand among the economically active population, which combines financial needs with a willingness to use modern technologies.

NovaPay is an international financial service from the NOVA (Nova poshta) group of companies. It has been providing online and offline payment solutions in over 3,600 branches for 13 years. NovaPay was the first non-banking institution in Ukraine to receive an extended licence from the NBU to open accounts and issue cards.