Existing FinTech(financial technology) software companies have advertised heavily by celebrity endorsement to foster awareness of them and their services. Conversely, IRUDA, a late-mover in the industry, is experiencing rapid growth by utilizing successful differentiation strategies based on authenticity. Thus, we conducted case study research on IRUDA to explore the late-mover differentiation strategy. First, by reviewing previous studies, we put forward two propositions about late-mover success in the FinTech industry. Then, we propose several hypotheses for late-mover differentiation strategies and draw out implications for late-movers success in a technology-based industry. Notably, IRUDA’s CEO, a programmer, directly participated in coding the investment algorithm. Using IRUDA’s service as a consumer, he discloses his account through the YouTube channel periodically. Instead of spending an advertising budget for celebrity endorsement, that budget waives consumers’ investment management fees. In this sense, IRUDA establishes authenticity and overcomes the low price strategies’ disadvantage, and establishes consumer trust. Overall, this study enriches the research on late-mover strategies and provides practical implications for late-movers concerning how to market and manage their services with authenticity.