REBOOTING THE FINANCIAL MANAGEMENT PROCESS THROUGH INNOVATION

The competitiveness of any enterprise on the market determines a constant internal evolutionary process by encouraging financial innovations. In recent years, the world began to pay more attention to supporting the development of the business environment as an integral part of the financial and economic system. Therefore, the article reflects the essence and concept of financial innovations and considers a new financial instrument capable of attracting funds to small and mediumsized businesses in Ukraine, even in the period of war in 2022, when the domestic economic environment has experienced global upheavals. Attention is paid to innovation financing processes, in particular, two main types of investors are singled out and international experience in the field of crowdfunding is analyzed. The main tasks of creative development of specialized platforms in Ukraine are also covered, and the structure of the global crowdfunding market is studied.