Journal Article

Summoning the digital investor: Fintech apps and the shaping of everyday financial subjectivities

Tan, Gordon Kuo Siong

2025

Overview

With fintech investment apps providing convenience and round-the-clock access to financial markets on the go, investors are becoming more active in managing their financial lives through smartphones and other mobile devices. However, fintech investing’s role in the financialization of everyday life remains unclear. Combining insights from Foucauldian governmentality and Science and Technology Studies (STS), this article positions fintech brokerage apps as both neoliberal tools in governing investor conduct and as agencements in reconfiguring financial subjectivities. Based on a survey and interviews with lay investors in Singapore, the findings reveal that fintech investors use app-based brokerages as a tool to invest conveniently and at low cost. However, users themselves may resist the financial subjectivities promoted by fintech investing, driven by skepticism towards gamified and other algorithmic app features. They are also motivated by feelings of uncertainty towards fledgling fintech startups and difficulties in their interactions with the app user interface. To mitigate uncertainty, investors adopt various tactics to protect their portfolios.