ПЕРСПЕКТИВИ ВИКОРИСТАННЯ ВБУДОВАНИХ ФІНАНСІВ : ІННОВАЦІЇ FINTECH ЛАНДШАФТУ
Authors: Ліхоносова Ганна Сергіївна 
Published: April 2024

Formulation of the problem. Noting the rapid development of innovative technologies in the financial sphere, especially in the context of FinTech, today embedded finance is becoming an increasingly important element of the financial ecosystem. Given the diversity and depth of embedded finance's impact on the financial landscape, the challenge lies in understanding the potential of these tools and determining their prospects in the context of innovative FinTech development. The purpose of the study is to analyze the technological, economic and regulatory aspects of the use of embedded finance, as well as to identify their impact on the financial landscape and innovative strategies in FinTech. This research aims to deepen understanding of the potential of these innovative tools and to contribute to the development of the modern financial sector. The object of research is technological platforms, tools and services based on embedded finance, as well as their impact on the economy, business models and the regulatory environment. Scientific publications and monographic editions, magazine articles and materials of scientific and practical conferences became the methodological basis of the research. During the research, content analysis of scientific periodicals was used; comparative critical analysis of existing approaches and methods of analysis of financial stability and tax burden; statistical methods of analysis. The main hypothesis of the study was the assumption of the possibility of integrated finance to become a key catalyst of changes in the financial sphere, ensuring greater efficiency, accessibility and competitiveness of financial services in the future. Presenting main material. Innovative technologies and platforms based on the concept of embedded finance and their potential to change and transform the financial sphere are highlighted. The technological, economic and regulatory aspects of the use of embedded finance are analyzed, and the key challenges and opportunities associated with their application are identified. As a result of the study, it is established that integrated finance can become a significant factor in accelerating the innovative development of the financial sector, improving the quality of financial services, and ensuring greater accessibility and efficiency in the provision of financial products and services. Originality and practical significance. Investigating the impact of innovative technologies on the financial sector, the article draws attention to the underestimated potential of embedded finance as a critical element for the development of innovative strategies in FinTech. The originality lies in the approach to the analysis of embedded finance as a key catalyst of changes in the financial sphere, which opens up new opportunities for improving the quality of financial services and ensuring greater accessibility for users. The analysis of the challenges facing the implementation of embedded finance is shown and indicates ways to overcome them, which makes it a valuable resource for developers of strategies in the financial sphere and regulatory authorities who seek to stimulate innovation and ensure the stability of the financial system. Conclusions and prospects for further research. The performed analysis confirms the great potential of integrated finance for the transformation of the financial sphere, ensuring greater availability, efficiency and quality of financial services. It was revealed that there are certain challenges on the way to the implementation of embedded finance, in particular, related to the regulatory environment, data security and privacy. These obstacles must be overcome in order to fully realize the potential of embedded finance and ensure the sustainable development of the financial sector. Further research could focus on a detailed study of specific aspects of the use of embedded finance, such as their impact on financial inclusion, financial system stability, and the effectiveness of regulatory oversight. In addition, the possibilities of using embedded finance in specific industries such as international payments, micro-finance and investment management can be explored. It is also important to explore the relationship between embedded finance and other innovative technologies such as artificial intelligence, blockchain and the Internet of Things.