PROSPECTS FOR BUSINESS-MODEL DEVELOPMENT OF INSURANCE MARKETPLACES

In the time of the country's digital economy, the success of innovation depends largely on progress in building a knowledge society, and digital development plays a key role in accelerating the country's economic and social development as a whole. The processes of digitalization of Ukraine's economy are very slow, which leads to loss of competitive advantage in the world market, reduction of production and export of high-tech goods, so in the long run mass digitalization should become a priority for Ukraine. The article is devoted to the research of improvement directions of business-model formation for insurance marketplace under digital economy. The article defines the category essence «digital economy» and its main components. The institutional principles of digitalization development in Ukraine, as well as the economic and social effects of the digital economy have been studied. The degree of influence of economy's digital transformation on functioning of national economic systems has been estimated. It has been proved that Ukraine creates favorable conditions for the development of digital economic infrastructure, but there are a number of technical features that prevent the availability of communication means for the population. Prospects for business-model development of insurance marketplaces in a digital economy and prospects for the insurance market development as a whole have been identified. Problems in the business model formation of the insurance marketplace, as well as the importance of digitalization for the insurance market as a new perspective for business development have been identified.