MODIFICATIONS OF INNOVATIVE BUSINESS MODELS OF FINANCIAL COMPANIES

The article points to the ability to make frequent and successful modifications to innovative business models, which increases the resilience of financial companies to changes in their environment and leads to competitiveness. The main areas of corporate diversification are presented and configurations of innovative business models are highlighted: start-ups, transformational, diversified. The characteristics of an innovative business model of a financial company are considered. Eight essential elements of the business model are considered: positioning, placement / distribution, processes, product, physical experience, promotion / sales / marketing, pricing, people. Examples of modified business models of financial companies that accumulate these 8 elements are given. An example of an operating model adaptation system to new strategies in the universal commercial bank, which belongs to the class of bank management imitation software products, is used for both processing decisions in accordance with the strategic planning of banking activities, as well as for training specialists in the organization and management of commercial bank activities. This approach helps to increase the effectiveness of strategic financial planning, to improve the financial performance of the bank, to increase its rating. Consistent analysis of business model modification is performed. It has been shown that artificial intelligence, machine learning and big data are central to today's financial technology solutions as firms look for new areas of financial innovation.