With over 10 deep verticals in India, each presenting a potential addressable revenue pool exceeding $1 billion, this trend is reshaping the industry. Vertical-focused fintechs typically start with a software or payments++ use case as an initial wedge, followed by integrated experiences that solve needs across the customer lifecycle. This approach allows them to capture a high wallet share of their target users. The shift is enabled by the emergence of niche segments, increasing digital savviness of customers, feasible targeted digital acquisition, and the ability to create cohesive digital-first experiences.