The present study was conducted with the aim of identifying and explaining a customer experience model and the factors influencing the formation of loyalty in financial technology services within the leasing industry. This research is applied in purpose and qualitative in method, implemented based on the grounded theory approach using Strauss and Corbin’s systematic methodology. Data were collected through in-depth and semi‑structured interviews with 18 experts and active customers of digital leasing platforms, and analyzed via the three-stage coding process—open, axial, and selective—using MAXQDA18 software.The findings led to the development of a paradigmatic model indicating that customer experience is shaped by causal conditions such as the inefficiency of traditional processes, the need for speed and convenience, and advancements in financial technologies. In this model, intervening conditions—including the level of digital trust, information security, and the quality of technical support—together with contextual factors such as digital literacy and regulatory infrastructures, moderate the experience process.The identified strategies consist of user-centered design, process transparency, and personalization of financial services, which act as key enablers driving the core phenomenon, namely the perception of convenience and security. The consequences of this model emerge in both psychological and behavioral dimensions, including enhanced loyalty, positive word-of-mouth, improved financial well-being, and the creation of competitive advantage for leasing firms.Overall, the results of this study bridge an existing theoretical gap in the fintech domain and provide practical insights for managers seeking to design a pleasant and sustainable customer experience within the digital ecosystem.