ANALYSIS OF COMPETITIVENESS OF DIGITAL BANKING IN UKRAINE

The article analyzes the state of digital banking in Ukraine in order to identify the competitiveness of this sector of the economy. The Ukrainian banking system has gradually accustomed its consumers to the technology of services and the digital environment, using the latest technologies and introducing them into its activities at all levels. Accordingly, the latest technologies are used, high service and interesting applications are offered, which are pleasant and convenient to use. At the same time, the approach to all banking operations is changing, they are becoming increasingly easy, fast and convenient and do not involve visits to branches at the physical level. In total, 66 banks operate in Ukraine, among which only 5 are included in the list of systemically important banks of Ukraine: JSC "KB PrivatBank", JSC "Oshchadbank", JSC "PumbBank", "Sense Bank" and "Monobank". The article compares the activities of Ukrainian banks according to the following indicators: Number of employees, Number of customers, types of cards, cashback, availability of partner programs, Annual interest on the loan, Grace period, Credit limit without collateral, Annual interest on the deposit. The dynamics of the main financial indicators of the mentioned competitors in the digital banking market of Ukraine were also studied: net profit, net interest income, and commission income. It has been established that the largest technological banks in Ukraine have joint projects with fintech companies. The exception is "PrivatBank", which has its own powerful development center. PrivatBank continues the active digitization of its services and financial services, which have long since gone beyond classical banking and are forming a new digital ecosystem in Ukraine at the junction of financial services, retail and e-commerce. In addition, Ukrainian banks have their own centers for incubation and acceleration of startups – they expect to receive a return from them in the form of innovative products and services that can be implemented in themselves.