DEVELOPMENT OF BANKING BUSINESS IN THE CONDITION OF DIGITAL ECONOMY

In the digital economy, the introduction of new technologies not only increases consumer satisfaction with the banking product, but also ensures the development of the country's financial sector. The authors analyze the specifics of the banking sector in the digital economy and the main problems that arise in the process of their activities. It has been proven that the emergence of neo-banks as a new form of banking is associated with the significant development of Internet technol‑ ogies and the emergence of a new generation of consumers who prefer total remote control over their own finances. The article examines the current features of the formation of digital banking in Ukraine. The role of modern digital technologies in the de‑ velopment of the banking system is also comprehensively revealed. The analysis of the reasons and segments of distribution of technologies of Internet banking in the period of digital world economy is carried out. The problems and opportunities of digital banking for the world banking business are described and perspective innovative opportunities of banks are formed. It is proved that the development of the digital economy is an important stage in the development of the digital market in Ukraine and its further integration into the single global digital market. It is noted that digital technologies are transforming banking in the global economy, making it more personalized and common to all devices and applications that provide banking services. These aspects are formed within the trend of innovative development of the global and domestic banking sector and the formative transition to digital banking products and digitalization of banking services. The main characteristics of the digital economy, factors, state, as well as the main issues of the current stage of development of banks were assessed. It was noted that these aspects are formed in the framework of the trend of innovative development of the global banking sector and accelerating the transition to digital banking products and digitalization of banking services. It was identified that the main problems for Ukraine are the legal framework, the need for significant investment and other aspects that slow down the implementation and reduce the profitability of banks based entirely on digital technologies.