DIVERSIFICATION OF BANKING SERVICES AS A METHOD TO INCREASE THE PROFITABILITY OF A BANKING INSTITUTION: FEATURES IN THE CONDITIONS OF DIGITALIZATION

Introduction. The modern banking sector faces numerous challenges, including increased competition, the development of financial technologies, and changes in customer needs. These factors necessitate the implementation of innovative approaches to diversifying banking services to enhance profitability and ensure institutional resilience. Examining international experience in service diversification identifies promising directions that can be adapted to the Ukrainian context, considering the digitalization of the economy and the growing demand for innovative financial solutions.