<![CDATA[The low level of digital literacy among customers remains a major challenge, particularly for new customers who have limited understanding of using Islamic Financial Technology (Fintech) applications to support their financial transactions. This study aims to analyze the implementation of Sharia-based Fintech at BMT Al-Ishlah Cooperative in Jambi, identify the challenges faced in optimizing Sharia-based Fintech services in the digital era, and examine the strategies implemented to overcome these challenges. This study employed a qualitative approach. Data were collected through observation, interviews, and documentation involving the head, treasurer, IT staff, and customers of BMT Al-Ishlah Jambi. Data were analyzed through data reduction, data presentation, and conclusion drawing. The findings indicate that Sharia-based Fintech implementation emphasizes Sharia principles, digital financial services, member literacy and participation, as well as system security and transparency. The main challenges include limited technological infrastructure, human resource competencies, dynamic regulations, customer literacy, and Sharia compliance. To address these challenges, BMT improves digital infrastructure, develops human resources, provides Islamic financial literacy education, strengthens Sharia supervisory functions, and collaborates with application developers and external IT teams. These strategies contribute to optimizing Sharia-based Fintech services effectively in the digital era.]]>
