  As the potential applications of Artificial Intelligence (AI) in the
financial sector increases, ethical issues become gradually latent. The
distrust of individuals, social groups, and governments about the risks arising
from Fintech's activities is growing. Due to this scenario, the preparation of
recommendations and Ethics Guidelines is increasing and the risks of being
chosen the principles and ethical values most appropriate to companies are
high. Thus, this exploratory research aims to analyze the benefits of the
application of the stakeholder theory and the idea of Social License to build
an environment of trust and for the realization of ethical principles by
Fintech. The formation of a Fintech association for the creation of a Social
License will allow early-stage Fintech to participate from the beginning of its
activities in the elaboration of a dynamic ethical code and with the
participation of stakeholders.
