INNOVATIVE PRODUCTS OF THE FINANCIAL MARKET IN THE CONDITIONS OF THE DIGITAL ECONOMY

Abstract

Abstract. The purpose of the article is to generalize modern innovative products of the financial market and justify the feasibility of their implementation in the conditions of the digital economy. The method of synthesis, analysis, structural method and the method of abstract-logical generalization are used to solve the researched scientific problem. Research results. The work summarizes the innovative fintech products of the Ukrainian market. The expediency of their implementation in the conditions of the digital economy is substantiated. It was revealed that in the fintech market of Ukraine, the majority of companies are at the stage of starting sales or business scaling, and only one in five is mature; there is a lack of accelerators to help early-stage companies grow. The main advantages of using fintech in modern conditions of development of the economy of Ukraine have been proven. Fintech companies are uniquely positioned to help digitize supply chains, enable mobile money agents and connect buyers through marketplaces to settle with companies; help bring financial services to digital platforms and offer portable benefits to better empower this growing segment of workers/suppliers as e-commerce and digital platforms rapidly transform our economy. Scientific novelty. The authors proved that in modern economic conditions, the development of the market of innovative financial technologies undergoes evolution and rapid development. Companies developing in this field must take into account various aspects of such evolution, including transition to digitalization of all areas of business. The article substantiates the advantages of fintech implementation for practical implementation by enterprises. Practical significance of the research. The development of the fintech market is an actual global trend. Financial technologies (FinTech) are key to the global growth of Ukraine's finances, and the digital economy is a new driving force for sustainable development and high-quality economic growth. Therefore, companies' understanding of the advantages of using modern innovative technologies in the financial sphere accelerates their development in this direction. The development of fintech products allows companies to increase their competitiveness and investment attractiveness in domestic and foreign markets.