This chapter introduces modern institutional theory as a lens with which to understand and investigates the shifts that the financial services industry has undergone. The first wave of institutional theorists argued that organizing, and thus business, was performed by rational bureaucracies. A second wave of institutional theorists, or neo-institutional theorists, therefore began to examine institutionalization through a new lens: one that focused on an actor's cognition and the effects of micro-, meso-, and macro-level norms on both individuals and organizations. FinTech and the transformation of the financial services industry, the chapter provides evidence of these sources of influence at work within the financial services industry in Sweden. This FinTech hub is an accelerator and coworking space that brings together Swedish FinTech startups, large financial institutions, and regulators to improve communication among the actors and facilitate innovation. The chapter also presents an overview of the key concepts discussed in this book.