While Big Data Analytics (BDA) is attracting business investment, the investment may not translate into business value. While prior studies indicate that BDA capability leads to performance gains, there seem to be an implied understanding that firms must follow a prescribed approach in BDA implementation without insight into why and how BDA can create value for a specific business. As BDA is an evolutionary technology, its role and benefits are not comparable to every industry context. To expand knowledge on the role of BDA in particular industries, this study explores the role of BDA in driving financial innovation in the banking industry and its successful implementation through the Affordance Actualisation lens. Preliminary results show that the various actualising activities that change the way actors work in the bank are necessary to realise the value of BDA. It also indicates the necessary changes in structure and the need to engage external sources in collaboration to mitigate the constraints in BDA value realisation within this industry.