Digital disruption is a popular subject in both the media and among academics, yet there are no apparent studies emphasizing the characteristics of the digital disruptor, since the majority focus on the incumbent’s perspective. Thus, the thesis is a step in the direction of understanding the digital disruptors and what allows them to challenge incumbent’s businesses, i.e. their characteristics. This master thesis provides a conceptual model for understanding these companies, comprised from an iterative approach of collecting data from case company interviews and understanding the findings using relevant theory. The findings reveal specific characteristics regarding external focus and internal structural elements that allow these companies to grow fast and continuously navigate towards a value-adding product-market fit.