Motivated by the Diffusion of Innovations (DOI) Theory, we examine how agricultural producers in the Southern United States understand and use FinTech tools. We investigate factors associated with FinTech familiarity and the actual usage of FinTech services. Results showed that technological access, specifically smartphone, computer/laptop, and internet ownership, links to higher usage of mobile banking, online payments, digital wallets, and investment apps. Higher education and 5–20 years of agricultural experience significantly increase familiarity, while younger producers (<44 years) are more likely to adopt FinTech. Producers engaged in agribusiness are significantly more likely to be familiar with FinTech and more likely to use several FinTech services, including mobile banking, digital lending, digital wallets, digital insurance, and investment apps. Aquaculture producers also show an increased likelihood of using digital lending, insurance, and investment platforms. Geographic differences are also evident, with Florida producers showing greater familiarity, Georgia and Arkansas having higher online payment use, and Arizona having higher cryptocurrency use.

Accepted Oral Presentation