This article is centered around John F Kennedy’s quote “The best time to repair the roof is when the sun is shining” and discusses how a commitment to digitization and innovation has helped some fintechs come out on top during the COVID-19 pandemic - because they were most able to help customers and quickly react to a shift in demand. The article builds on several past crises like the 2001 .com bubble and the 2008 financial crisis and explains which parties came out on top - and relaying that to current players in the market.

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