Objectives: This study endeavors to scrutinize the development of e-banking services, which represent the most recognized and utilized form of digital finance in the nation with respect to the attainment of Sustainable Development Goal 9 (SDG9). Method: This research employed an online survey in conjunction with a SWOT analysis to assess the strengths, weaknesses, opportunities, and threats related to FinTech and RegTech within Albania. Results: The key finding derived from the questionnaire suggests that the predominant form of smart technology recognized and utilized by Albanian consumers is e-banking. The SWOT analysis delineates the evident strengths of FinTech, including near instantaneous and efficient transactions, minimal transaction fees, and continuous access to checking accounts. However, the study found that consumers possess limited familiarity with FinTech services and RegTech. Research implications: The study highlights the imperative for Albania to adopt an activity-based regulatory approach that applies consistent rules regardless of the legal status of the entity or the level of technology employed. Specifically, it is essential to formulate a regulatory structure that facilitates the entry of new market participants, thereby enhancing competitive dynamics in the market and modernizing the delivery of traditional financial services. Originality/Value: This research contributes to the ongoing discourse regarding the advancement of FinTech and RegTech in developing nations and provides salient recommendations for policymakers, regulators, and financial institutions in leveraging digital technologies within an emerging market context such as Albania.
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