As the potential applications of Artificial Intelligence (AI) in the financial sector increases, ethical issues become gradually latent. The distrust of individuals, social groups, and governments about the risks arising from Fintechs activities is growing. Due to this scenario, the preparation of recommendations and Ethics Guidelines is increasing and the risks of being chosen the principles and ethical values most appropriate to companies are high. Thus, this exploratory research aims to analyze the benefits of the application of the stakeholder theory and the idea of Social License to build an environment of trust and for the realization of ethical principles by Fintech. The formation of a Fintech association for the creation of a Social License will allow early-stage Fintech to participate from the beginning of its activities in the elaboration of a dynamic ethical code and with the participation of stakeholders.
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