Abstract

Neat is a financial technology fintech startup in Hong Kong that offers a basic alternative to those who had previously found it difficult to open bank accounts and access credit in Hong Kong Having successfully launched a personal account in 2015 the company is facing the classic question of how to expand in a fastgrowing and constantly evolving new industry challenging established incumbents that have strong brands and image recognition In the Fall of 2017 Neat evolved from its introduction of personal accounts to the launch of business accounts Neat management was deciding how to take the business forward and most importantly how to develop profits The students are asked to take the viewpoint of David Rosa and the Neat management and decide how to move forward in this environment

A follow up chapter of this case is available as The Neat Account: Fintech Innovation in Hong Kong (Part II)

Learning Objectives

"This case enables students to:
1. Develop awareness of issues that service businesses face when deciding on a growth strategy;
2. Explore how to operate in a highly regulated industry facing technological disruption;
3. Understand the organizational challenges a startup faces when circumstances compel a shift in the strategy/ business model;
4. Identify the problems and trade-offs involved in developing a profitable and sustainable business model; and 
5. Deal with unforeseen challenges.