Where is fintech headed?

Is this true or is it just me?

I feel at this point there are no moats in consumer fintech.

The framework seems to be in a rut, everybody is doing the same thing.

Account aggregator, spend insights, personal loans, credit card, mutual funds, indian stocks, us stocks, etc etc.

If 5 different apps have literally the same features, with no meaningful edge over the other, what would you go for? How do they stand out?

Customer support? Onboarding? Branding? Picking a niche TG?

Wanna hear what other product folks think about this.