The presence of fintech companies currently has a considerable impact on the movement of conventional banks, Bank XYZ is no exception. With advances in technology and disruption of fintech services, customers take the advantages of financial transactions, such as financing, payments, and investments through fintech services. This will increasingly Erode the number of banking customers. Therefore, Bank XYZ needs to make a change to maintain its market share. In this research, an analysis of Bank XYZ's response in dealing with these threats in terms of transformation and technological innovation and changes in business models. This research utilizes a qualitative approach to identify the IT impacts on the business model change. The results of this research show that Bank XYZ made several changes in its implementation and strategy, namely innovation and utilization of the latest technological trends such as Big Data to improve services to customers, work on the unbanked people market segment, reduce the level of fraud, and develop online investment products. The changes made by Bank XYZ focus on product integration and providing digital banking services that meet current market needs, with the aim of being able to survive in the face of competition.