The global expansion of financial technology is reshaping how people access, manage and understand their money. While major markets often dominate the discussion, the fintech sector is also gaining ground in smaller and frequently overlooked regions.

Kosovo, a country of fewer than 2mn people, is becoming one of the Western Balkans’ more active examples of this trend. Among the companies contributing to this shift is Cash Plus, a fully digital lending platform designed to address needs that traditional banks have not fully met.

For Armond Dranqolli, co-founder and team lead of Cash Plus, the journey into fintech began long before the company itself existed. With more than 17 years of experience in banking and risk management, he observed first-hand how customer expectations were evolving far faster than the services offered to them.

“We saw a clear gap in the market,” he told bne IntelliNews. “Customers wanted fast, modern and fully digital lending, while traditional institutions were still dependent on manual processes, paperwork and physical presence.”

That gap represented more than an inconvenience — it reflected a fundamental mismatch between what people needed and what banks were prepared to offer. Many consumers, he explains, occasionally require quick access to liquidity for routine expenses, emergencies or small personal investments. Yet the processes in place were burdensome, slow and often out of step with the realities of everyday life.

 “Individuals frequently need small amounts of liquidity quickly,” Dranqolli says. “But the existing system could not deliver the kind of speed and simplicity people were looking for.”

A fully digital solution

Cash Plus was designed to bridge this divide. From its earliest concept, the company adopted a digital-first philosophy, aiming to eliminate the bureaucratic layers that typically slow down credit processes.

“The idea behind Cash Plus was to build a financial institution that meets these realities—offering instant, user-friendly, and fully compliant digital lending that provides customers with the liquidity they need, exactly when they need it,” Dranqolli said.

Today, Cash Plus offers fully digital consumer loans that can be completed without a single piece of paper, without visiting a branch and without waiting for manual approval.

Through its platform, users undergo e-KYC verification, sign contracts using qualified electronic signatures, and receive instant credit decisions powered by automated scoring models. The entire system is engineered for efficiency.

Speed is at the core of what the company offers. “Loan decisions are delivered within minutes, and the disbursement happens immediately after the electronic signature,” Dranqolli said.

But speed alone is not the selling point. Cash Plus also emphasises simplicity, transparency and accessibility, features that, according to Dranqolli, consumers value more today than ever before.

The platform operates 24/7, allowing Kosovars from every part of the country to access financial services without considering working hours or physical distance.

“Clear pricing, standardised products, and a predictable experience,” he says, describing the company’s strategy.

A region on the cusp of transformation

As Cash Plus grows, its founders are looking not only at Kosovo but at the broader Western Balkan environment. Dranqolli believes the region is entering a critical period in its digital transformation. While progress has been made, he describes the current stage as “early to mid-stage adoption” — promising, but far from mature.

Over the next three to five years, he expects several major shifts. First is the rise of digital-only financial institutions, driven largely by changing customer expectations. People increasingly demand speed, convenience and round-the-clock access, needs that branches alone cannot fulfil.

Second is regulatory evolution. We will see “stronger regulatory frameworks, especially around e-identification, e-signature and open banking,” he predicts.

Clearer rules and more consistent implementation would give fintech companies stronger ground to operate, while also protecting consumers.

Third, Dranqolli anticipates a rise in embedded finance through partnerships between fintechs and merchants, particularly at the point of sale. Such partnerships could enable seamless financing options integrated directly into everyday transactions.

Finally, he expects growing investor interest, especially from European funds exploring emerging markets.

With Kosovo’s fintech sector still relatively young, early movers could see substantial opportunities.

Persistent challenges

Despite the optimism, Kosovo’s fintech players face hurdles that cannot be overlooked. Implementation of key digital systems — including e-signatures and digital identity — remains inconsistent. Although the legal framework exists, not all institutions accept electronic documents, slowing the adoption of fully digital processes. That slows digitalisation for everyone, according to Dranqolli.

Another major challenge is access to growth capital. Many early-stage fintechs still rely on founders’ equity or funding from abroad, as local financing options remain limited.

Equally problematic is the digital infrastructure of public institutions. “Some critical third-party systems such as national public registries are not yet fully optimised and have not allowed open API for real-time digital lending,” he says.

Market education also presents a challenge. “Customers are increasingly digital, but still expect human interaction in some cases, especially for lending,” he stated.

Shifts in digital behaviour

Still, the momentum is unmistakable. Compared to just a few years ago, user behaviour in Kosovo has changed dramatically. People trust online services more, readily apply for loans through mobile apps and increasingly expect real-time results.

The shift toward a mobile-first culture is transforming the entire financial landscape. Simplicity, transparency and convenience now outweigh tradition.

“Waiting days for a decision is no longer acceptable,” Dranqolli says, adding that users expect immediacy, and they expect real-time results.

At the same time, customers are seeking simpler, more transparent products, increasingly avoiding lengthy procedures and complicated documentation.

He explains that customers today have little patience for traditional processing times, especially as financial services move increasingly online.

According to him, trust in digital services continues to rise, with people becoming “more comfortable applying for loans online and managing finances through mobile apps.”

Most financial interactions now begin on smartphones, reinforcing what Dranqolli calls a “mobile-first mindset.”

Kosovo’s fintech sector is still young, but companies like Cash Plus provide a preview of what the region’s financial future may look like. Digital lending — once seen as a novelty — is becoming a mainstream expectation. For now, Cash Plus continues to expand, grounded in the belief that financial services should be immediate, accessible and tailored to modern life. And as demand for digital finance accelerates, companies like Cash Plus are positioning themselves not just to follow the region’s transformation, but to shape it.