In financial markets, startups have long sought to market themselves as „tech firms” hoping investors will value them with tech-company multiples. And often, they do — at least for a while.
Traditional institutions learned this the hard way. Throughout the 2010s, many corporations scrambled to reposition themselves as technology companies. Banks, payment processors and retailers began calling themselves fintechs or data businesses. But few earned the valuation multiples of true tech firms — because the fundamentals rarely matched the narrative.
WeWork was among the most infamous examples: a real estate company dressed up as a tech platform that eventually collapsed under the weight of its own illusion. In financial services, Goldman Sachs launched Marcus in 2016 as a digital-first platform to rival consumer fintechs. Despite early traction, the initiative was scaled back in 2023 after persistent profitability issues.
JPMorgan famously declared itself “a technology company with a
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