popular award

Fintech: Innovation without Disruption - How Prodigy Finance Achieved Both High Growth and Social Good

Published 12 Nov 2019
Reference 6523
Topic Strategy
Region Global
Length 16 page(s)
Prizes & Awards

Winner 2020 EFMD Case Writing Competition in the category “Finance and Banking”


The case describes how three INSEAD alumni founded a fintech company called Prodigy Finance and created a new market of international student loans by solving a long unaddressed problem in the finance industry. Lack of access to financing was a major barrier impeding international students’ pursuit of advanced education outside their home countries, especially for those aspiring to study in “high-earning advanced degree programs” at top universities where tuition fees were steep and few scholarships were available. Traditional banks were oblivious to the burning need of the international student population as their practice focused on domestic borrowers and their local past credit records. The founders of Prodigy Finance challenged the assumptions of the finance industry by creating a lending platform based on a forward-looking and cross-border risk assessment model, thereby effectively connecting international student borrowers with individual and institutional investors. Prodigy Finance has so far helped over 11,200 students from 132 countries, who have borrowed more than US$538 million. The strategic move of Prodigy Finance constitutes an illustrative example of new market creation through nondisruptive creation, a concept coined by W. Chan Kim and Renée Mauborgne, authors of international bestsellers Blue Ocean Strategy and Blue Ocean Shift. By identifying and solving a burning problem that had never been addressed before, Prodigy Finance created a new market beyond existing industry boundaries, unlocking and capturing a burgeoning new demand without challenging or displacing the existing businesses of the finance industry. This case comes with a teaching note and three short videos. The latter can be downloaded for free for teaching purposes from https://www.blueoceanstrategy.com/

Teaching objectives

This case is intended for use in both MBA and executive classrooms with the following teaching objectives: 1) Illustrate what nondisruptive creation is and what the major advantages of this market-creating method are. 2) Provide a holistic model of market-creating innovation which embraces both creative destruction/disruption and nondisruptive creation, showing what triggers one form of market-creating innovation over the other. 3) Analyse how Prodigy Finance unlocked a nondisruptive market of international student loans by solving a previously unaddressed problem. 4) Discuss what had prevented the banking industry from solving this long-unaddressed problem. 5) Discuss how Prodigy Finance built and aligned an innovative business model to profit from the nondisruptive market it had created. 6) Discuss how Prodigy Finance, starting with loan programs for top-tier business school participants, was able to lengthen, deepen and widen the revenue stream of the nondisruptive market by expanding its business to other high-earning advanced degree programs at top universities around the world.

  • Fintech
  • Loan Industry
  • Student Loans
  • Bond
  • P2P Lending
  • Community Investment
  • Debt Financing
  • Social Good
  • Social Impact
  • Disruption
  • Nondisruption
  • Nondisruptive Creation
  • Nondisruptive Innovation
  • Finance
  • Banking
  • Q11920