It has become evident that exponential adoption of fintech and ongoing innovative forces will require a sustainable digital ethics culture in order to prevent potential violations of trust, integrity, digital privacy, digital ownership  etc. Fintech leaders should be appropriately concerned about general ethical issues, as well as those unique to the fintech ecosystem. Reactive or mitigation approaches are not an optimal solution and one would hope that ethical leadership in the fintech industry will be marked by state of the art strategic planning and a careful tactical deployments. A great quote that illustrates the importance of creating a robust ethical governance infrastructure within the organization was by Alfred Einstein who stated “ relativity applies to physics, not to ethics”.