Abstract: Personal financial information infringement incidents such as excessive collection, illegal processing, information leakage and abuse, will not only infringe upon the legitimate rights and interests of consumers, affect the normal operation of financial institutions, but also may lead to systematic financial risks. Currently, since the traditional personal information protection mode is unable to reconcile the contradiction between "utilization" and "protection" in the era of Fintech, it has been unable to cope with many risks and challenges. This paper aims to answer three major questions pertaining to personal financial information protection in the era of fintech, which are identification of the subject and object, establishment of protection principles and improvement of protection measures. To obtain the answer, this paper adopts the logical framework of "sorting out the current situation and problems, mechanism analysis and principle establishment, proposing general design and measures", systematically analyzing the protection modes of personal financial information at home and abroad. Finally, this paper constructs a conceptual model of personal financial information protection in the era of fintech, puts forward specific protection measures based on the advanced protection experience of developed countries, and tries to provide a new way of thinking for the improvement and optimization regarding China’ s personal financial information protection mode.

Key words: Personal information protection, Fintech, Protective mode design, Protective measure, Personal financial information