Estonia, Latvia and Lithuania are known for their vibrant fintech sectors and as go-to jurisdictions for fintech companies. While Estonia and Lithuania have sustained their position as key fintech markets for some time, Latvia is also actively reclaiming its spot among leading European fintech markets. Our experts at Ellex share their expectations to the fintech market in the Baltics in 2025.
Estonia is entering 2025 as a key market for fintech companies with its vibrant start-up culture, well-developed digital infrastructure and tech-savvy approach. The market has peaked statistically as having the most startups or unicorns per capita. The tech sector has been the main driving force for the fintech sector and has shaped its unique character.
Regulations still have a significant influence on the fintech sector, as they do in other EU member states. Unlike larger jurisdictions, Estonia has a somewhat smaller number of interstate regulatory guidelines with some exceptional areas (e.g. money laundering and terrorist financing prevention). This allows for negotiation on the correct interpretation with the regulator and therefore creates a more vibrant environment for innovative solutions in financial services. This approach is based on past market experience as the lack of any special laws on crowdfunding enabled many platforms from Estonia to become market leaders in Europe. Sometimes an overly friendly approach to foreign digital asset service providers creates the need to decrease the market size and licenses. Local presence is still an issue – a company’s connection to Estonia via some of its managers and clients is crucial. This approach is mainstream throughout the EU.
As in many other jurisdictions, 2025 is not exceptional as to the main challenges: a vibrant and visible digital asset service provider community with a completely new age of MiCAR, tech-savvy market participants with DORA and a payment sector where PSD3/PSR is becoming a reality.
Latvia steps into 2025 with a bold ambition to reclaim its spot among the leading European fintech destinations. Backed by legislators and the financial supervisory authority, Latvijas Banka, the country has introduced appealing regulatory initiatives and support mechanisms to attract fintech companies. Latvia’s competitiveness is further driven by the availability of a highly skilled tech workforce and relevant educational programmes, a well-established startup ecosystem and robust digital infrastructure.
The effort is already yielding results, with a growing number of fintech companies securing authorisation in Latvia. Beyond the traditional stronghold of digital lending, new fintechs are also emerging in Latvia in payments and capital raising. And word on the street is some major players in crypto-asset services are eyeing the CASP license from Latvijas Banka.
As Lithuania enters 2025, it continues to stand out as one of the key players in the European fintech ecosystem, known for its favourable regulatory environment, innovative mindset and strategic focus on financial technologies. Despite a complex global geopolitical landscape, Lithuania’s fintech ecosystem has remained remarkably resilient and has continued to develop during these times. With one of the highest concentrations of licensed electronic money institutions and payment service providers in the EU, Lithuania remains a top choice for companies looking to gain access to the European market.
In addition, Lithuania’s strong talent pool, driven by a tech-savvy workforce and a growing number of fintech-focused educational programs, enhances its attractiveness as a hub for innovation. The country has become home to numerous global fintech companies, leveraging its conducive environment for the development of payment solutions, digital banking, blockchain technology and regulatory technology (RegTech).
In the fintech market outlook, the external experts share their thoughts on the most important legal developments and pivotal market trends that will shape the fintech market in the Baltics in 2025.
In 2025, the main focus areas are related to the new legislation coming from the EU level. Discussions in Europe will likely continue to revolve around MiCAR (Markets in Crypto-Assets Regulation) and DORA (Digital Operational Resilience Act). In Estonia, the regulatory framework for both is in place, which means that the greater burden now falls on financial supervision authorities and, of course, the companies themselves. Whether MiCAR will truly take off on the EU single market and whether some companies will take a so-called “European passport” from the Baltics (including Estonia) remains to be seen.
Another key area of focus will be FiDA (Regulation on Financial Data Access), the forthcoming regulation that will enable greater data exchange in the financial sector. It is expected that many fintech companies are eagerly awaiting the outcome of these discussions.
Additionally, regulations in the payments sector are undergoing changes. Considerable work has been carried out at the EU level on the PSD3 (Payment Services Directive) and PSR (Payment Services Regulation) initiatives, with a particular focus on addressing the increasingly prevalent issue of financial fraud. Also, the discussions on the content and form of the digital euro continue. Estonia, in collaboration with its Baltic and Nordic neighbours, seeks to ensure that, among other things, the digital euro serves as an instrument that guarantees the continuity of payments, even in times of cyberattacks and security crises.
And last but not least, Estonia is eagerly awaiting the ideas the European Commission will propose under the new ESIU (European Savings and Investments Union) and whether these will offer new opportunities for fintech companies as well.
2024 has been a pivotal year for the fintech ecosystem in Latvia.
With strong political support, the Latvian Parliament passed the national law for MiCAR regulation earlier this summer, empowering Latvijas Banka to welcome new market participants with pan-European aspirations in the crypto space.
Latvijas Banka continued to offer unparalleled support to innovative market entrants through free of charge pre-licensing consultations, innovation and regulatory sandboxes and with supervision fees for crypto service providers capped at 0.6% of annual gross revenue. In 2024, Latvijas Banka also took a monumental step by granting non-bank payment providers access to the SEPA payment system, positioning Latvia as a fully welcoming environment for fintech innovators, in alignment with European Central Bank guidelines.
In preparation of the Moneyval assessment, which commenced in the end of 2024, it has been ensured that Latvia remains a safe and competitive jurisdiction, while enabling sustainable fintech growth. 2024 was also an exceptional year for the FinTech Latvia association, which plays a crucial role in the development of the fintech ecosystem – we doubled the number of members, welcoming them to our pool of established digital lending companies, some of the most prestigious law firms servicing fintechs and innovative market leaders in investments, business lending, crowdfunding and RegTech and even a fully fintech-oriented bank. These new additions, as well as participation in international collaborations, help us accelerate our mission to promote financial inclusion, democratise investments, increase access to financing and drive innovation across all financial sector verticals.
As we look back on our achievements in 2024, we are also forging ahead with new ambitions. With the encouragement of the Prime Minister, hand in hand with Latvijas Banka and the ecosystem, we have started shaping the next phase of our Fintech development strategy.
Lithuanian fintech regulatory development has been ahead in the EU since 2015 and we, sector participants with the supervising authorities, make sure it keeps rapidly evolving further even through fiercest EU regulations.
We now witness three clear streams of fintech business model developments in Lithuania: 1) SaaS and marketplace companies developing closed loop payment models, 2) crowdfunding and 3) crypto platforms.
For all the business models above – strong cybersecurity protocols, compliance with international sanctions, effective fraud prevention are now of highest importance to ensure safeguarding client information and assets.
Key challenge for the next year to everyone here: how do you maintain the best user experience together with toughening of EU’s MiCAR, DORA and other regulations? This is where we see main area of work among local market participants and local regulators. One thing to keep in focus – with all regulations, we still need to stay competitive not only within the EU, yet globally.
The fintech sector is constantly facing new regulations and, therefore, needs to be up-to-date with the latest developments to ensure timely compliance. In the Baltic Legal Outlook we give an overview of the most important EU legal regulations influencing the fintech market in the Baltics in 2025. Specific focus has been put on the implementation of EU regulations and their impact on the fintech sector in Estonia, Latvia and Lithuania.
MiCAR entered into force
Provisions of the MiCAR regarding the issuance and offering of ATRs and EMTs started to apply
MiCAR became fully applicable, except for the companies operating under VASP license
Companies operating under VASP license in Lithuania need to comply with MiCAR
Companies operating under VASP license in Latvia need to comply with MiCAR
Companies operating under VASP license in Estonia need to comply with MiCAR
MiCAR (Regulation 2023/1114/EU) is part of the EU digital finance package aiming to set standardised rules for the issuance of crypto-assets and provision of crypto-asset services.
MiCAR has become applicable step-by-step. From 30 June 2024, the provisions for the issuance of asset-referenced tokens (ART) and e-money tokens (EMT) started to apply. MiCAR became fully applicable throughout Europe from 30 December 2024, governing the issuing of other crypto-assets and licensing of crypto-asset service providers (CASP). However, the full applicability came with the concession that every EU member state had the opportunity to decide when the virtual asset service providers (VASP), currently operating based on the EU AML directive and/or relevant local law provisions, need to apply for CASP licensing in the respective EU member state. In that sense, the EU member states have taken very different approaches.
Estonia holds a backlog of being the “go-to” jurisdiction for obtaining VASP licensing (Estonia used to have more than 2000 VASPs) as well as the jurisdiction to go for during the ICO boom. However, during the last years the rules were tightened and the VASPs needed to go through re-licensing. As of February 2025, there have remained a bit more than 40 VASPs in Estonia. It can be assumed that smaller or less-compliant VASPs may not meet the requirements under MiCAR and therefore need to exit the market. However, larger and more sophisticated crypto-asset service providers that successfully adapt to the new requirements from MiCAR and obtain the CASP license will benefit significantly from enhanced credibility and access to a larger EU market.
During 2017–2018, when the ICOs were at their peak in the world, Estonia was the jurisdiction companies often chose for conducting their ICOs. The lack of legislative prohibitions or straight-cut rules was intentional so as not to interfere with technological development. It was believed that Estonia was the pioneer for adopting requirements for crypto services, which added an additional layer of trust for ICO investors. Although MiCAR introduces rules for the issuance of crypto-assets, it can be assumed that it will not become that popular as a capital acquisition option in Estonia.
In relation to the application of MiCAR, Estonia introduced its Act for Markets in Crypto-Assets (AMCA) in June 2024. The regulation in AMCA was to be expected for some time and did not introduce anything revolutionary. However, some aspects are to be noted by companies intending to apply for a crypto-asset service provider’s license in Estonia.
As part of AMCA, there have been no other guidelines adopted in Estonia by the competent authorities yet. Considering the amount of secondary legislation on the EU level for MiCAR, it is unlikely that any specific guidelines for CASPs will be adopted by local authorities (at least during the first years of MiCAR becoming applicable). Some licensing forms (e.g. for suitability assessments) have been put in place by the Estonian FSA for a long time, and most likely will be expanded to CASPs. Also, during 2025 some of the financial sector guidelines may be reviewed to become applicable also to the CASPs. Companies intending to receive CASP licensing in Estonia should familiarise themselves with the existing financial sector guidelines and practices of the competent authorities when preparing for the licensing process.
It can be expected that Estonian VASPs will start with CASP licensing already in 2025 (even though the transition period is long) and that their number will grow with time. This would be mainly driven from the fact that the CASP license can be passported throughout the EU and, thereby, would allow businesses to expand without regulatory uncertainty. Those aiming to receive the license by the end of the transition period (i.e. 1 July 2026) should submit the application in 2025, at the latest in the fourth quarter of 2025.
It is hard to predict the number of companies aiming to obtain the CASP license under MiCAR in Estonia on a first-time basis (e.g. foreign companies). Estonia has had a visible crypto-asset service provider ecosystem consisting not only of retail-oriented service providers but also sophisticated niche companies most likely identifying themselves more as DeepTech startups. Evident market knowledge shall reflect in regulator expertise and should provide an advantage when it comes to licensing. Companies intending to obtain a license in Estonia need a physical presence here and the market size of Estonia may become an issue. It can be assumed that in 2025, the focus in Estonia will be on the VASPs already operating in Estonia under the respective license.
Latvia is eager to establish itself as a key player in the cryptocurrency landscape, with both politicians and the supervisory authority actively encouraging CASPs to consider Latvia as their preferred jurisdiction for licensing, and they are backing their words with concrete actions:
To supplement MiCAR, LCAS was adopted in the summer of 2024, with the ten brief articles thereunder focusing on establishing supervisory mandates and introducing the above-described competitive licensing and supervision fees. Other LCAS provisions of importance:
Lithuania is actively aligning its regulatory framework with MiCAR. With a reputation for efficient licensing processes and a forward-thinking approach to financial technologies, Lithuania has become a prominent jurisdiction for crypto-asset service providers seeking to operate under the unified EU framework.
Current virtual asset service providers (VASPs) are permitted to continue their operations under their existing licenses until 1 June 2025. After this date, all VASPs must transition to CASP licenses in order to maintain their operations. All applicants, including existing VASPs, must meet the full licensing criteria set by MiCAR.
The implementation of MiCAR presents several challenges for Lithuania’s crypto-asset sector, including:
Implementation of MiCAR is expected to transform Lithuania’s crypto-asset landscape, shifting the focus towards more institutional and sophisticated market participants. While some smaller or less-compliant VASPs may exit the market, those that successfully adapt to the new requirements will benefit from enhanced credibility and greater market access.
The quality and compliance expectations set by the Bank of Lithuania are likely to be high. However, a positive development is that the Bank of Lithuania has already published CASP licensing forms and clearer guidelines for licensing documentation, providing market participants with more clarity on what to expect and what the regulatory authority expects from licensing applications. Companies planning to apply for CASP licenses are encouraged to begin their applications early, as the process is expected to become increasingly competitive as the 1 June 2025 deadline approaches.
DORA (Regulation 2022/2554/EU) is part of the EU digital finance package and became applicable from 17 January 2025. DORA addresses more specifically digital operational resilience and established the rules for ICT risk management, incident reporting, testing of digital operational resilience and management of relations with third party ICT service providers. Until DORA, ICT risk management and outsourcing (using third party ICT service providers under DORA) was governed by the guidelines of the EBA and national competent authorities. The more stringent EBA Guidelines on ICT and security risk management applied only to credit institutions, investment firms and payment institutions. The EBA guidelines on outsourcing arrangements applied only to credit institutions, investment firms, payment institutions and e-money institutions. The exact requirements of ICT risk management and outsourcing arrangements for other financial institutions were left for the national competent authorities to decide. As a result, there was inconsistency in regulations, different requirements applied to different types of financial institutions, competitive distortion between the EU member states and obstacles for cross-border provision of financial services. In that sense, DORA is a long-awaited solution to ensure consistency in ICT risk management.
Today’s financial sector and especially fintech companies are heavily dependent on IT solutions and ICT service providers. Therefore, the impact of DORA on fintech companies is substantial, especially as DORA does not target only financial sector companies but imposes specific requirements also for using ICT service providers.
In light of DORA being applicable from the beginning of 2025, market participants should track the possible amendments to the EBA guidelines governing ICT risk management. It is likely that the ICT risk management shall only be regulated by DORA and its second level regulations and not by the former EBA guidelines.
Before DORA became applicable, financial institutions in Estonia not subject to the EBA guidelines had to apply the requirements from the Estonian FSA’s respective guidelines. However, both the Estonian FSA guidelines for the organisation of IT and information security and FSA guidelines on outsourcing were more general than the EBA guidelines and applied the “apply or explain” approach. In light of DORA, we assume that the Estonian FSA requirements on IT and information security remain applicable only to those financial institutions not under DORA (e.g. credit providers, credit intermediaries) in order to avoid duplication with DORA. Financial institutions should track possible amendments to stay compliant. It is, however, unlikely that Estonian competent authorities would hurry into issuing additional guidelines, as there are a number of second level regulations for DORA.
In 2024, financial institutions received the first inquiry from the Estonian competent authorities monitoring the status of implementing DORA. Whereby larger financial institutions had DORA implementation projects that had been ongoing for more than a year, smaller market participants (covering most of the fintech sector) started the implementation processes in 2024. In 2025, it is expected that the monitoring by the competent authorities will become more active by issuing new inquiries. It is therefore wise for fintech companies to prepare beforehand for inquiries by the competent authorities.
The Estonian FSA has published information on the important aspects of DORA that is worth reading for all market participants.
Before DORA became applicable, financial institutions in Latvia had to apply requirements set forth in the Latvian FSA’s regulations, including Regulation on management of IT and security risks, which, in light of DORA, ceased to apply from 17 January 2025.
There are, however, a number of Latvian legislative acts that will be relevant in the context of DORA. Thus, although DORA is a directly applicable EU legislative act and does not require transposition into the laws of the member states, some elements are further elaborated in Latvia’s draft Law on Digital Operational Resilience of Financial Markets. The Ministry of Justice has criticised the draft law, noting that, in addition to addressing supervision and penalties, it also regulates matters already covered by DORA. This overlap creates a risk of misinterpretation and incorrect application of DORA requirements. Fintech companies engaged in payment service provision should take note of the recently adopted Latvian FSA’s Regulation on outsourcing requirements for credit institutions, payment institutions and e-money institutions, which, although tailored to avoid duplication with the DORA requirements, will continue to apply.
During 2024, the Latvian FSA organised events aiming to raise awareness of the forthcoming DORA requirements, also highlighting that the current compliance status of the relevant financial institutions varies a lot. With operational resilience identified as one of the supervisory priorities by the Latvian FSA for 2024–2026, financial institutions should anticipate and prepare for reviews focusing on DORA compliance matters.
Before DORA regulation came into force, financial institutions in Lithuania were required to adhere to the rules established by the Bank of Lithuania, including the Resolution of the Board of the Bank of Lithuania on the “Description of Requirements for Information and Communication Technology and Security Risk Management”. The majority of the requirements under this resolution are set to be repealed, as its provisions have largely been incorporated into the DORA regulation and its accompanying technical standards. Currently, no additional local legislation is planned in Lithuania for the implementation of DORA.
A revision of the Bank of Lithuania’s outsourcing rules for financial market participants is also anticipated. While this resolution will remain in effect, its scope will be revised to exclude outsourcing agreements involving the transfer of ICT services to third parties, as such agreements will fall under the requirements of the DORA regulation.
Over the past two years, the Bank of Lithuania has actively prepared for the implementation of DORA. It has organised public consultations and events to raise awareness among financial market participants and clarify the upcoming requirements. Furthermore, the Bank of Lithuania is developing the REGATA reporting data management platform. This system is designed to improve data management and reduce administrative burdens by providing a unified channel for financial market participants to report ICT-related incidents and details on all ICT service providers and submit other regulatory notifications in relation to compliance with DORA requirements.
EU AI Act entered into force
Provisions of the EU AI Act banning AI systems with an unacceptable risk start to apply
The remaining provisions of the EU AI Act start to apply (except for Article 6(1) regulating obligations related to high-risk AI systems)
Provisions of the EU AI Act regarding the obligations related to high-risk AI systems start to apply
The rapid advancement of artificial intelligence in recent years has created new opportunities to improve service efficiency across various sectors, including finance. It is no surprise that financial institutions are increasingly exploring the adoption of AI systems as AI allows greater automation and a tailormade approach to service delivery processes. This is especially the case for fintech companies who generally aim to capture market share by challenging current financial service providers by offering easy, fast and convenient financial solutions. At the same time, it is important for fintech companies to lower their costs (e.g. costs of compliance, cost for human resources). AI will help fintech companies achieve both of these goals.
The use of artificial intelligence systems will be primarily regulated by the EU AI Act (Regulation 2024/1689/EU) that starts to apply partially on 2 February 2025, with most obligations taking effect on 2 August 2026. Companies in the financial sector that rely on data-driven models and AI solutions or plan to start using them should prepare for these new regulatory requirements. Companies using high-risk AI systems (e.g. the use of AI for creditworthiness assessment and credit decisions or for risk assessment and pricing in life and health insurance) will need to perform risk assessments to check for potential biases, establish strong data management practices and keep records of how the AI processes data to make decisions. They must also provide clear explanations of how the AI model works and how it may impact individuals.
When using AI solutions, companies should also comply with other frameworks, like the GDPR if the AI solution in use processes personal data.
The use of AI solutions by Estonian financial institutions is becoming more and more popular, especially among fintech companies providing financial services online.
Estonia has been relatively active in relation to boosting the use of AI-based applications both in the public and private sector. In 2019, the Estonian government introduced an expert report (the so-called Kratt report) on how to advance the use of AI in the public and private sector. After this, Estonia has also introduced National AI Strategies for 2019–2021, for 2022–2023 and currently for 2024–2026. The National AI Strategies also introduced legal initiatives for regulating AI in Estonia. In light of the EU AI Act, these initiatives were redirected towards solving specific problems that needed to be regulated and were able to be regulated independently of the EU regulations. According to the National AI Strategy for 2024–2026, the aim is to support the implementation of the EU AI Act within Estonia, including establishing a supervisory framework for developing and using AI. However, Estonia’s specific legal initiatives on AI as well as the National AI Strategy for 2024–2026 establishing the goals for implementing EU regulation put little to no attention to the use of AI specifically in the financial sector.
This could also be the reason why Estonian competent authorities had not issued any guidelines addressing the usage of AI in the financial sector until now. It could be expected that more guidance will be given once there is a unified view on the implementation of the EU regulation. It is unlikely that such guidelines will be introduced during 2025. However, it can be assumed that, as the application of the EU AI Act is coming closer, the competent authorities will start preparing for supervision.
Fintech companies should therefore start reviewing what AI systems they already use and which AI systems they plan to implement before the EU AI Act becomes applicable. Also, fintech companies should analyse the requirements from the EU AI Act applicable to the use of such AI systems and prepare the action plan for becoming compliant. The action plan can be submitted to the competent authorities in the case of a respective inquiry.
As of now, there are no specific legislation or guidelines issued in Latvia with respect to AI. At the same time, the Latvian parliament has been discussing several legislative initiatives related to promoting the use of AI in Latvia, and thus it is expected that additional local legislation and/or guidelines on AI will be introduced in 2025.
The use of AI in the financial sector has been increasing exponentially. According to a survey conducted by the Bank of Latvia in the first half of 2024, 34 Latvian financial market participants are already using AI solutions in their work. According to the survey, AI solutions are used in all financial market segments, although the most frequent users are deemed to be investment brokerage companies, insurance companies and investment management companies.
Up until the adoption and coming into force of the EU AI Act, the Bank of Latvia has exercised limited supervision on the application of AI by financial institutions, and it is expected that as the application of the EU AI Act approaches, the competent authorities will increase the level of supervision going onwards.
Lithuania, as an EU member state, is preparing for the implementation of the EU AI Act by adapting to new requirements and promoting responsible AI use across various sectors, including public administration, the economy and the financial sector. The Ministry of Economy and Innovation is leading the implementation of the EU AI Act in Lithuania, working closely with institutions such as the Communications Regulatory Authority and the State Data Protection Inspectorate. National efforts include: a review of existing national laws (such as those related to data protection and consumer rights) to ensure alignment with the EU AI Act’s requirements, education and awareness initiatives and support for innovation.
In terms of areas where Lithuania could excel, the local fintech community increasingly views AI as a field with strong leadership potential. AI technologies are already being applied in Lithuania’s financial sector, particularly for enhancing risk assessment and fraud detection. For instance, financial institutions are using AI tools to ensure compliance with AML (anti-money laundering) and KYC (know-your-customer) requirements, thereby reducing administrative burdens and improving accuracy.
With the EU AI Act, fintech companies utilising artificial intelligence solutions will need to prepare for potential new regulations and compliance requirements specific to artificial intelligence.
The European Commission introduced the first draft of the new regulatory proposals for payment services on 28 June 2023 with the aim of bringing the payments sector further into the digital age. For that, the European Commission introduced two new legal acts replacing PSD2:
PSD3 focused on the authorisation and supervision in payment services and brought the following important changes:
The most questionable of those was the re-application requirement for the existing PIs and EMIs. Market participants surely hope that the re-application requirement shall be excluded from the final version of the PSD3.
PSR strengthened the requirements on some definitions and open banking solutions with the following most notable changes:
At this moment, the market is waiting for revised versions of the PSD3 and PSR, which are expected to be published in the first quarter of 2025.
Building on the PSD2 concept of open banking, along with the proposals of PSD3 and PSR, the European Commission also proposed the so-called Regulation on Financial Data Access (FIDA). FIDA aims to enhance the availability of highly personalised financial products and services by extending access to customer data far beyond payment account information, covering data on credit agreements, creditworthiness assessment, savings, insurance-based individual pension products, personal pension product, crypto- assets, investments and non-life insurance products. The very few data items outside the scope of FIDA are information on sickness and health insurance products and credit worthiness assessment data of consumers, as well as payment account information, which will remain within the scope of PSD3/PSR.
Considering the extensive scope of the data covered, it is unsurprising that the majority of financial service providers fall within the scope of FIDA as data holders, thus being obliged to disclose their customers’ data to other financial service providers (data users), and obliged to comply with stringent requirements while doing so. At the same time, financial institutions will also be able to receive data, acting as the so-called data users. FIDA also puts forward legal framework for the licensing of a new type of entity entitled to become a data user – financial information service providers.
Although bearing some similarities to PSD2 open banking, data access under FIDA is based on different principles, including subjecting data sharing and access to the common standards to be adopted by one or more of the so-called financial data sharing schemes, composed of data holders, data users and customer organisations. Also, while data access under PSD2 is free of charge, FIDA establishes the right of remuneration.
With the official positions of the European Parliament and the Council on FIDA now finalised, negotiations with the European Commission will begin in Q1 of 2025.
The Second Consumer Credit Directive ((EU) 2023/2225) (CCD II) came into force on 19 November 2023. EU member states have until 20 November 2025 to adopt and publish laws, regulations and administrative provisions to comply with the CCD II. The implementing measures will have to be applied 12 months from the transposition date, i.e. by 20 November 2026, which is also when the first Consumer Credit Directive (Directive 2008/48/EC) (CCD I) will be repealed.
When reviewing the implementation of the CCD I in 2020, the European Commission found that the CCD I has only partially been effective in ensuring high standards of consumer protection and fostering the development of a single market for credit. Moreover, digitalisation has contributed to market developments that were not foreseen when the CCD I was adopted. Additionally, the imprecision of wording of certain provisions of the CCD I allowed member states to adopt diverging provisions, which resulted in a fragmented framework across the EU.
The CCD II introduces the following main changes:
The CCD II indicates that member states should have in place adequate admission process for creditors and credit intermediaries. However, CCD II does not introduce a unified licensing/authorisation regime for creditors /credit intermediaries (largely fintech companies) across EU. The requirements for licensing/authorisation of creditors /credit intermediaries vary between member states – in some states, creditors /credit intermediaries need to obtain a financial institution license and are under full supervision of a financial supervision authority, whereas in other states, only a simple registration may be sufficient. Hence, the lack of unified licensing regime and possibility to passport its license to other member states shall remain as an entry barrier for expanding to new markets and the main obstacle in scaling its business.
From the Estonian perspective the CCD II shall play an important role in reshaping the BNPL market. Offering BNPL schemes has been very popular in Estonia both among credit providers and other entities as it is a largely unregulated area and provides notable profit. After the CCD II, a number of these companies providing BNPL schemes currently in Estonia would most likely need to obtain a license in order to keep providing such services. Also, BNPL providers are required to apply to BNPL clients the same requirements that are applicable to ordinary consumer borrowers. Hence, the influence of the CCD II to the Estonian non-bank lender and therefore fintech market is considerable.
In Estonia, entities providing or intermediating consumer credit need to obtain a license from a competent authority. The process of and requirements for obtaining the license are comparable with those applicable to other financial institutions. Meanwhile, several other member states require only simple registration or authorisation from creditors / credit intermediaries. As the CCD II does not introduce a unified licensing regime for creditors / credit intermediaries, the entry barriers to the Estonian market remain higher for creditors / credit intermediaries than in several other member states.
In June 2024, the Ministry of Justice required feedback from parties affected by the CCD II on the implementation of the CCD II in Estonia. Credit providers and credit intermediaries (as well as companies providing BNPL schemes without a license) should keep themselves up to date in 2025 on the developments of implementing CCD II into the Estonian law.
Consumer lending is already subject to very strict regulatory requirements in Latvia, as set forth in the Consumer Rights Protection Law (CRPL), including capping the total cost of credit to consumers, mandating thorough creditworthiness checks and extensive restrictions on advertising. Nevertheless, it is expected that CCD II will have a considerable impact on lenders, most notably those who are currently exempt from licensing requirements in Latvia, e.g. companies providing increasingly popular BNPL schemes.
In 2024, a working group for the implementation of CCDII into Latvian law was set up by the Ministry of Economics, commencing its work with a discussion on possible exemptions from the scope of application of CCD II, including exclusion of certain credit agreements in the form of deferred debit cards.
The CCD II will play a significant role in reshaping the BNPL market in Lithuania, a service that has become increasingly popular across various industries, including e-commerce and telecommunications. Currently, many BNPL providers (among which there are notable fintech companies known for offering BNPL) operate in a regulatory grey area, as the service often falls outside the traditional scope of consumer credit regulations. After the CCD II, the companies providing BNPL schemes without a license would most likely need to obtain a consumer credit provider license. At the same time, the credit providers need to apply the same requirements to BNPL clients and to ordinary consumer borrowers.
As a result, the implementation of CCD II is expected to have a far-reaching impact on Lithuania’s non-bank lending and fintech sectors. The directive aims to strengthen consumer protections while fostering a level playing field, which could challenge existing business models and demand operational adjustments from both new and established BNPL providers in Lithuania.
EU AML package entered into force
AMLAR starts to apply (few provisions started to apply earlier from 26 June 2024)
AMLR starts to apply (except few provisions start to apply from 10 July 2029) AMLD to be transposed into member states law (except few provisions start to apply form 10 July 2025/2026/2029)
AMLA starts supervision
In May 2024, the European Council adopted the so-called EU AML package. The package includes three major legal acts.
In addition to the above, a significant amount of second level regulations (RTS, ITS) shall be adopted which need to be complied with.
For fintech companies, it is most crucial to understand whether they fall under the widened scope of the obliged entities. The application of AML/CTF requirements imposes notable changes to the internal processes, procedures and systems, and such changes need time. As the legal acts within the EU AML package have entered into force, the fintech companies should start familiarising themselves with the new requirements and set a solid timeline for becoming compliant in 2025.
The EU AML package will have a significant impact on the Estonian Money Laundering and Terrorist Financing Act (MLFTPA) and the guidelines of the competent authorities.
The legislator and the competent authorities shall soon start with the implementation processes and the obliged entities (including fintech companies) should closely monitor the proposed amendments to the MLFTPA and guidelines of the competent authorities.
The EU AML package will have a significant impact on the Latvian Law on Prevention of Money Laundering and Terrorism and Proliferation Financing (LPMLTPF) and the regulations issued by the supervisory authorities.
The legislator and the competent authorities will soon start with the implementation processes and the obliged entities (including fintech companies) should closely monitor the proposed amendments to the LPMLTPF and guidelines of the competent authorities.
The EU AML package will have a significant impact on the Law on the Prevention of Money Laundering and Terrorist Financing and the regulations issued by the supervisory authorities.
The legislator and the supervisory authorities will soon start with the implementation processes and the obliged entities (including fintech companies) should closely monitor the proposed amendments to the respective law and accompanying regulations and guidelines issued by the supervisory authorities.
Country-specific legal initiatives add another layer of regulations that fintech sector companies need to be aware of in order to ensure compliance. In this section, we give an overview of the most important regulations in Estonia, Latvia and Lithuania together with the expected influence such regulations have on the fintech sector in each country. In addition, an overview is given of the measures supporting fintech companies when entering the market and for launching innovative solutions in each country.
The Innovation Hub of the Estonian FSA allows companies applying innovative solutions to get information on the latest solutions, ask for advice and find out about the Estonian FSA’s positions and guidelines on using the solutions. The aim of the Innovation Hub is to be a partner for fintech companies and make entering the Estonian market easier for technology-driven companies.
The Estonian FSA has published the criteria for accessing the Innovation Hub, the application form and the possibility to participate in a test environment for a longer period.
More information HERE.
Discussions regarding establishing a positive credit registry in Estonia have been ongoing for years. A positive credit registry would enable credit decisions to be made based on more comprehensive publicly available data. This would also benefit fintech companies providing credit through online applications in making credit decisions with less time and less manual involvement.
In November 2024, the draft law was published by the Ministry of Finance and submitted to other ministries and market participants for them to provide feedback. The draft law outlines the requirements on what kind of information shall be entered into the credit information register as well as the requirements for the legal entity operating register (the registrar). Obliged entities under the draft law are credit institutions, credit providers, credit agents acting on behalf of only one credit provider and savings and loan associations (credit information providers). Information shall be submitted to the registrar after the conclusion of the credit agreement, amendment of the credit agreement or in case of changes in the data, but not less than once a day.
The credit provider’s right to use credit databases to assess a consumer’s creditworthiness is also regulated by the CCD II. However, the CCD II does not establish the obligation to create such databases nor does it stipulate any substantive requirements. In spite of that, it is unlikely that the implementation of the CCD II will also affect the final regulation on the credit information register.
Pursuant to the draft law, provisions regarding the requirements to the registrar start applying in accordance with the general principles. The credit information register would begin operation on 1 January 2028, and from 1 March 2028, all credit information providers would be obliged to make a query to the register before granting credit. The draft law will likely be sent to further rounds of approval. Even so, hopefully the final regulation will be adopted by the end of 2025.
Estonia introduced the possibility to invest into financial assets through an investment account in 2011. An investment account is a separate cash account opened in a credit institution to which the investor transfers money for investing. Thereby, financial assets shall be acquired for the money held in the investment account and income derived from financial assets is also transferred to the investment account. The purposes of the investment account was postponing the payment of income tax arising from the gains or income derived from the financial assets until the payment is made from the investment account to the investor’s current account. This allows investors to reinvest gains or income derived from the financial assets prior to becoming subject to income tax. However, the investment account regulation had several fallbacks, including:
In November 2024, the Estonian Parliament adopted a new version of the Income Tax Act amending the investment account regulation. According to the amendments, the investment account can be opened by payment and e-money institutions as well as investment firms in addition to credit institutions. Also, the scope of financial assets was expanded to also include crypto-assets and loans issued or securities/other holdings in companies acquired through a crowdfunding platform.
The amendments became applicable retrospectively from 1 January 2024 and from 1 January 2025. The amendments to the investment account regulation will enhance competition in the provision of investment services on the Estonian market and would most likely boost the outlook for fintech companies (e.g. payment and e-money institutions) in expanding their services. It will also benefit both the crypto and crowdfunding sectors. Also, it will likely attract new market players to Estonia. Hopefully, we will see the initial impact of the amended regulation already during 2025.
In a much anticipated move, as of November 2024, the Bank of Latvia allows non-bank payment service providers (licensed PIs and EMIs) to become direct participants of the Bank of Latvia retail payment system (EKS). Thus, licensed PIs and EMIs will no longer have to rely on services of commercial banks to execute their client’s payments – both instant payments and SEPA credit transfers. EKS also provides access to a clearing service for bulk payments and service called Proxy Registry, which links phone numbers to the IBAN and name of the payee.
In addition to granting access to the payment systems, the Bank of Latvia also wanted to provide an option for the non-bank payment service providers to keep client’s funds in an account in the Bank of Latvia. Unfortunately, this innovative idea was struck down by the ECB as incompatible with the core role of the central banks. Accordingly, the Bank of Latvia will be following the ECB’s policy on access to central bank accounts of July 2024, whereby only the moneys necessary for payment execution (settlement) may be placed in an account in the Bank of Latvia, with the remainder thereof being transferred to an account in a commercial bank for safekeeping.
Fearing potential exposure to breaches in the field of AML/CTF, commercial banks used to classify fintech as high-risk customers, often resulting in refusal to provide services to fintechs. In order to change the common perception of fintech as high-risk customers, the Bank of Latvia and Ministry of Finance published a joint Strategy on application of proportionate approach to AML/CTF approach in 2024. The Strategy lists a number of action steps to be taken to fight the unreasonable de-risking approach, including by the Bank of Latvia via changes to legislation and guidelines.
To align with the evolving approach to de-risking, the Finance Latvia Association (the association of Latvian commercial banks) withdrew its restrictive (towards fintech) AML/CTF guidelines, opening the door for fintech companies to access services of commercial banks.
In Latvia, various support measures are available for fintech companies:
The Bank of Lithuania has launched several successful fintech-focused initiatives that benefit both newcomers and established companies:
The Parliament of the Republic of Lithuania has adopted amendments to the Personal Income Tax Law, aiming to change the taxation procedure for income derived from financial investments and to create conditions that will make it easier for residents to invest in various financial products available on the market. Under the new investment account model, only the final outcome of investing in various financial products will be taxed – the funds withdrawn from the account as earned profits. There will be no limit on the amount of funds that can be invested through the investment account.
Over EUR 22 billion in savings are held by Lithuanian residents in banks. The introduction of investment accounts is expected to mobilise at least a portion of these funds, directing them into productive investments. This shift will not only benefit investors but also foster growth in the Lithuanian economy and support the faster development of the capital market.
The recent legal amendments that came into effect in November 2024 enable the Bank of Lithuania and financial market participants to address issues related to identified compliance deficiencies more efficiently in certain cases by entering into administrative agreements (also known as peaceful settlement agreements) with the supervisory authority.
Under the previous legal framework, the Bank of Lithuania could only resolve such issues through court proceedings. However, the newly introduced provision for administrative agreements allows for quicker resolution without judicial involvement. A financial market participant subject to a sanction, fine or other regulatory measure by the Bank of Lithuania has the right to propose an administrative agreement to settle the matter amicably.
This process offers mutual benefits in several ways. First, it saves both the Bank of Lithuania and the financial market participant valuable time and resources, making the process smoother and more constructive. Once the Bank of Lithuania receives a proposal, it will be evaluated based on the criteria set out in the relevant legal regulations. A key requirement is that the administrative agreement must ensure that the goal of the regulatory action – eliminating the identified operational deficiencies – is fully achieved.
As the digital revolution has been driving the traditional financial system, our mission at Ellex is to empower our clients to lead the fintech sector. Ellex is recognised as a Band 1 law firm in the Baltics by the Chambers and Partners FinTech Guide 2025. As our clients say, the team stands out as a premier option in the market, described as “one of the largest specialised fintech teams, having exceptional expertise and attention to details. Its fintech legal team has the full capacity and know-how to handle complicated legal issues.”
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