This study objective is to understand the factors affecting the users for accepting the FinTech service and identify the key elements of consumer behavioural intension & consumer awareness. This research is based on the Technological Acceptance Model (TAM) where some other variable such as Perceived Risk, Brand and Trust, Government Support, and User Innovativeness in addition with Perceived Usefulness and Perceived ease of use are used to explain the attitude toward using and behavioral intention of Fintech product and services. Data were collected from 160 respondents for empirical investigation. Structured Equation Model (SEM) has been used to analyze data to test hypothesis and relationship with variable. The result shows that Brand Image and Trust and Perceived Risk (PR) and have major roles on the behavioral intention to use fintech service. The study contributes to the literature of the adoption of fintech in a comprehensive may. The result of the research can be used by the manager of fintech industry specially to offer new product and services.