Evaluation of Fintech Peer-to-Peer Lending Platforms for Sustainable Online Businesses

Abstract

This study evaluates the awareness, perceptions, and adoption potential of FinTech-based online business lending platforms, with a focus on peer-to-peer (P2P) models among young individuals in Pakistan. Despite the rapid global rise of such platforms, their penetration in Pakistan remains limited due to low financial literacy, regulatory ambiguity, and trust deficits. Using a structured, quantitative survey of 120 respondents aged 18–35 comprising students, young professionals, entrepreneurs, and freelancers the research investigates key variables such as awareness levels, perceived benefits, barriers, trust factors, and willingness to adopt. The findings reveal that while the target demographic is digitally active and well-educated, more than two-thirds have never heard of P2P lending, and only a small fraction possess a deep understanding of its operations. The study concludes that online business lending in Pakistan’s youth market holds substantial growth potential, provided that regulatory frameworks, cybersecurity measures, and structured awareness programs are strengthened.