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This study aims to examine how customer behavior is adopted as a business base by using the UTAUT model developed by Venkatesh. This model illustrates the factors that influence ones acceptance of information technology. There are four constructs / variables, which are a significant direct determinant of technological behavior. These four variables are performance expectations, social influence, business expectations, and facilitation conditions. The research method is verification, through an explanatory survey. The population of this study is 121 BJB customers who use Fintech as a business media. The data analysis technique used is partial square-path (PLS-PM) modeling using Smart 3 software. The results show that UTAUT is based on a proven model that performance expectations, business expectations, social influence and facilitation conditions have a positive effect on intention behavior and have implications for user behavior. This means that the adoption of customer behavior in using Fintech for business needs to consider performance developments.