The Investment Attractiveness of FinTech Businesses in the Context of Global Technological Trends

The study focuses on the financial technology (FinTech) industry. The study investigated the problem of changes in the sector's investment attractiveness under conditions of macroeconomic and geopolitical instability. Despite a significant decline since 2021, it was found that the sector remains attractive for investment due to stable demand and innovation potential. FinTech has been proven to develop according to Gartner's nonlinear hype cycle model. The study's scientific significance lies in substantiating the importance of technology hype cycle phases in assessing the investment attractiveness of financial technologies.