Sustainability concerns have been noticed as the most critical asset worldwide to allow the next generations to survive in a world better than the one we live in today. Many initiatives are determined to monitor, enhance technology, and avoid environmental degradation. The financial sector is one of these players who have social responsibility at the strategic level of the organizations. In past years digital transformation of the banks and fintech helped to achieve the sustainability aspects. Therefore, this research aims to discover the practices of sustainability applied during the software development process and software product management of the financial sector through multiple case studies. Five organizations were interviewed, 80 practices were extracted and grouped into six categories related to social, environmental, and economic sustainability aspects.