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As the potential applications of Artificial Intelligence (AI) in thefinancial sector increases, ethical issues become gradually latent. Thedistrust of individuals, social groups, and governments about the risks arisingfrom Fintech's activities is growing. Due to this scenario, the preparation ofrecommendations and Ethics Guidelines is increasing and the risks of beingchosen the principles and ethical values most appropriate to companies arehigh. Thus, this exploratory research aims to analyze the benefits of theapplication of the stakeholder theory and the idea of Social License to buildan environment of trust and for the realization of ethical principles byFintech. The formation of a Fintech association for the creation of a SocialLicense will allow early-stage Fintech to participate from the beginning of itsactivities in the elaboration of a dynamic ethical code and with theparticipation of stakeholders.

Why Talking about ethics is not enough: a proposal for Fintech's AI ethics