Fin Tech has increasingly gained importance in developing countries over the last two decades, use of mobile phone for comprehensive finance is very vital for countries where most of the population is unbanked or underbanked. The study tried to find the major challenges and opportunities for Fin Tech development in Ethiopia. The main objective of the study was to assess the effect of Fin Tech attitude of consumers on purchase Intent: The case of Amole Digital Payment. This study learns and contributes the factors that affect customer purchase intention. The study was conducted among 8,000 recorded Merchants with a respondent sample of 200 clients. Purposive sampling technique was used to select the respondents who were requested to fill the questionnaires. The study used frequency distribution, descriptive multiple regression analysis and correlation. The findings of the research revealed that major challenges facing up the successful implementation of Fin Tech in Ethiopia were the infrastructural problem associated with ICT, lack of awareness, low level of trust among the merchants and the users in the country. The study recommends that Ethio telecom should have to support the Fin Tech industry by investing on ICT infrastructure developments, High level of awareness and high level of trust rate were found out to be the most important area for the development of Fin Tech in Ethiopia. This study attempts to create new insight pitched towards the intention to exploit Fin Tech products in Ethiopia