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Beyond Disruption: Fostering Growth and Innovation Without Sacrificing Existing Businesses


Over the last few decades, "disruption" has become a prevailing mantra in the business world. Companies have been urged to disrupt industries, disrupt competitors, or even disrupt themselves to innovate and grow. Disruption is often seen as synonymous with innovation, and it is no wonder it has become a widely discussed topic. Whether from low-end or high-end innovations, like the iPhone's dominance in the mobile phone market, disruption is undeniably a significant force in today's business landscape.

However, the focus on disruption tends to overlook an essential fact: market-creating innovation does not always need to be disruptive. While disruption is undoubtedly crucial and prevalent, it represents only one side of the market-creating innovation spectrum. At the other end lies "non-disruptive creation," where new industries, jobs, and profitable growth emerge without causing harm to existing companies or eliminating jobs. 

This concept diverges from the idea of "creative destruction" pioneered by Joseph Schumpeter, as it decouples market creation from destruction or displacement. Non-disruptive creation offers immense potential to establish new markets where none existed before, fostering economic growth that allows businesses and societies to flourish together.  We will explore how non-disruptive creation can complement disruption by presenting an alternative route to market-creating innovation. We will examine its significant impact on growth, jobs, and society and explores how non-disruptive innovation can open new markets and opportunities without destroying existing companies. Let's look into banking, fintech, payments, wealth management, and capital markets and other segments  


The Concept of Non-Disruptive Innovation: Non-disruptive innovation refers to creating new markets or value propositions without directly challenging or destroying existing players. This type of innovation often complements current market dynamics and enhances the ecosystem rather than dismantling it. 


Non-Disruptive Innovation within Financial Services: 

  • Innovation in Payments: Non-disruptive innovation in payments has allowed for the emergence of alternative payment methods, enhancing the overall payment experience while coexisting with traditional payment systems. Such innovations include mobile wallets, contactless payments, and peer-to-peer payment apps. By providing added convenience and security, these innovations have expanded the market reach and encouraged greater adoption of digital payments without replacing existing payment infrastructures.
  • Mobile banking apps: While traditional banks initially viewed fintech companies as a threat, many have embraced digital innovation by partnering with these startups to offer mobile banking apps that enhance customer experience without displacing the core banking services. This approach has allowed banks to retain customers while improving their services and operational efficiency. 
  • Robo-advisors: In wealth management, robo-advisors have emerged as a complementary service to traditional financial advisors. By providing automated, low-cost investment advice, robo-advisors have made wealth management accessible to a broader audience without necessarily replacing human advisors.
  • Peer-to-peer lending: In the lending market, peer-to-peer (P2P) platforms have introduced an alternative way for individuals and businesses to access credit. Rather than disrupting traditional lenders, P2P platforms have expanded the lending market by offering new opportunities to borrowers and investors.
  • Collaborative trading platforms: In capital markets, social trading platforms have enabled retail investors to collaborate and share investment ideas, strategies, and insights. This approach has not disrupted established brokerage firms; it has created a new value proposition for individual investors seeking to learn from their peers.
  • Open Banking: Open banking is a prime example of non-disruptive innovation in financial services. By enabling third-party providers (TPPs) to access customer data through application programming interfaces (APIs), open banking promotes collaboration between traditional banks and fintech companies. This allows for the development new financial products and services that enhance customer experience and improve efficiency without directly challenging the dominance of incumbent banks. Examples of open banking innovations include account aggregation services, personalized financial management tools, and streamlined loan applications.
  • Open Finance: Building on the principles of open banking as a stepping stone, open finance extends the sharing of customer data beyond traditional banking services to encompass a broader range of financial products, such as insurance, investments, and pensions. This non-disruptive innovation aims to create a more transparent and competitive financial marketplace, empowering consumers to make informed decisions about their financial lives. By encouraging collaboration between incumbents and newcomers, open finance fosters the development of innovative solutions that enhance financial services without displacing existing market players.
  • Open Data: Open data initiatives in the financial services sector promote sharing of non-sensitive data between companies, governments, and the public. This non-disruptive innovation enables the development of new financial products and services based on shared data, creating new market opportunities and enhancing existing services without threatening the viability of incumbent firms. Examples of open data innovations include credit scoring models based on alternative data sources, fraud detection systems that leverage shared datasets, and data-driven insights for investment decision-making.


Ok, let's not be biased with financial services and look into other sectors too!


  • Electric vehicles (EVs): The rise of EVs has not led to the destruction of internal combustion engine (ICE) vehicle manufacturers. Instead, it has pushed automakers to invest in electric vehicle technology and develop hybrid models that cater to a growing demand for more sustainable transportation options. 
  • E-commerce: The growth of e-commerce has not eliminated brick-and-mortar retail stores. Instead, it has driven retailers to adopt omnichannel strategies that integrate online and offline experiences, resulting in a more seamless shopping experience for consumers.
  • Healthcare: Telemedicine and remote patient monitoring enable healthcare providers to offer services without disrupting traditional in-person care models. These technologies expand access to healthcare, particularly for patients in remote areas or those with limited mobility.
  • Education: Online learning platforms and massive open online courses (MOOCs) have created new educational opportunities without disrupting traditional educational institutions. These platforms offer a more accessible and flexible learning experience allowing students to learn at their own pace and from anywhere in the world.
  • Travel and Tourism: Home-sharing platforms like Airbnb has introduced a new lodging option without entirely disrupting the hotel industry. These platforms have created new markets by offering unique accommodation experiences for travellers and income opportunities for homeowners.
  • Agriculture: Precision agriculture techniques, including the use of drones and IoT devices, have improved crop management and yield without displacing traditional farming methods. These innovations support more efficient and sustainable farming practices.


On a similar note, Contrasting Non-Disruptive Innovation with CBDCs and Cryptocurrencies: 

Central Bank Digital Currencies (CBDCs) and cryptocurrencies represent potentially disruptive innovations in the financial sector. They challenge the traditional roles of central banks, commercial banks, and established payment systems. However, these innovations also create opportunities for non-disruptive innovation by integrating with existing financial infrastructures and services.

For instance, CBDCs can be designed to complement existing monetary systems, facilitating more efficient and secure payments without replacing traditional fiat currencies. Likewise, cryptocurrencies and blockchain technology can be incorporated into the existing financial ecosystem to enhance cross-border payments, trade finance, and asset tokenization processes.


Strategies for Non-Disruptive Innovation in Financial Services: 

  • Identify complementary opportunities: Find ways to create new value by enhancing existing products, services, or markets. For example, ride-sharing services like Uber and Lyft have grown alongside the traditional taxi industry by offering a more convenient and technologically advanced transportation option.
  • Foster collaboration: Encourage partnerships between traditional financial institutions and fintech Startups to create mutually beneficial solutions that improve existing services and expand market reach.
  • Focus on incremental improvements: Not all innovations need to be groundbreaking. Often, minor, incremental improvements can have a significant impact on customer satisfaction and market growth. For example, continuous improvements in smartphone technology have driven the adoption of mobile devices without necessarily displacing other forms of communication.
  • Leverage existing infrastructure: Build on existing financial infrastructures to deliver new and improved services, ensuring compatibility and interoperability between innovations and legacy systems.
  • Focus on customer needs: Design products and services that address specific customer pain points and enhance the user experience rather than seeking to displace established market players.


Conclusion: Innovation doesn't have to be a zero-sum game. Innovation in the financial services sector doesn't have to be disruptive to create value and drive growth. By embracing non-disruptive innovation, companies can develop new markets and opportunities without destroying existing businesses. This approach fosters collaboration, encourages continuous improvement, and contributes to a more sustainable and resilient financial ecosystem for all stakeholders.

"Innovation need not be a force of destruction; it can be the harmonious catalyst for growth and progress, bringing together the old and the new, forging a path towards a brighter future."  


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Comments: (1)

Tara Doridy
Tara Doridy - WATF - Edmonton 09 May, 2023, 11:10Be the first to give this comment the thumbs up 0 likes

Reading this article on non-disruptive innovation, I can't help but think of how it applies to online learning platforms. The pandemic has accelerated the shift toward online education, and it has disrupted traditional educational models in many ways. However, it's also created new opportunities for non-disruptive innovation in the education sector. For example, learning management systems have enabled schools and universities to deliver courses online while still complementing the traditional classroom experience. They have expanded access to education, improved the quality of learning materials, and increased collaboration between students and teachers. And lms online also allow for personalized learning experiences, which can enhance student engagement and retention. Overall, non-disruptive innovation in education, particularly through online learning platforms, has the potential to create new markets and value propositions without necessarily challenging or destroying existing players in the sector.

Ritesh Jain

Ritesh Jain


Infynit / Former COO HSBC

Member since

30 Dec 2022



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This post is from a series of posts in the group:

Innovation in Financial Services

A discussion of trends in innovation management within financial institutions, and the key processes, technology and cultural shifts driving innovation.

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