The quest for digitalization has created a positive atmosphere around digital innovations and innovators. Entrepreneurs, regulators, and lay people usually attach “technology” with “future” and, in general, “goodness”. However, this is not always the case. There are numerous cases when businesses claiming to be innovative and promising to solve significant problems turned out to be a big bluff. Examples such as Enron, once known as a highly innovative company, and Wirecard, as a successful FinTech company, cause severe financial and social consequences. Those catastrophes call for more attention to responsible innovation with a closer look at the narratives around new ideas. The PhD project investigates narratives within organizations and the general business climate and how they allow or promote (ir)responsible innovations in the financial sector.