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Financial technology-based firms (FinTech) are crucial to promoting new technologies and advances in innovations related to the financial field, sustainable development, and financial inclusion. This paper aims to assess the Sustainable Development Goals (SDGs) and open innovation integrated within the public discourse in the social media of FinTech firms, using machine-learning-based social media analysis (SMA). Accordingly, we tracked the behavior of 21 firms based on the empirical material of 32,716 posts on Twitter. The outcomes showed dissimilar discourses based on FinTech firms' activities. However, it was found that only financial infrastructure, lending, and personal finance fields have a discourse related to innovation and, to a lesser extent, related to the SDGs thematic. Thus, awareness of sustainable objectives is still far from being a relevant issue for FinTech, which, in general, has neglected to significantly mention SDGs; nonetheless, innovation and related terms are a consistent topic in this area. Furthermore, hints of the implementation of the open innovation paradigm and interest in novel technologies are demonstrated, in addition to the promotion of different actors and events on social media that serve as a showcase for firms that have a presence on Twitter. [ABSTRACT FROM AUTHOR]