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This paper addresses technological, organizational and environmental contexts as experienced within South African Financial Service Providers, with respect to digital transformation. Although digital transformation is well studied, the research problem is that literature inadequately addresses how these three contexts manifest and play a role as financial service providers transform to digital business. Informed by interpretivist philosophy stance and case study strategy, this paper shows how digital transformation is enabled or inhibited by contextual influences. The paper argues that digital transformation ought to manifest cognizant of the context in which the financial service provider finds itself. To this point, the paper conceptualises a framework that may help in the digital business transformation.