The modern trends and innovations in the marcet of financial services
Authors: Shovkoplyas Hanna , Omelchuk Sofiia 
Published: September 2024

Problem setting. One of the key factors that play an important role in providing economic and information security, especially in the extremely difficult in the present conditions, which are associated with the full-scale invasion of the russian federation on February 24, 2022, is undoubtedly constant innovative development. Innovative digital transformation in the spheres of the economic and financial sector is an important stage of the formation and development of the financial system, stabilization of the work of financial institutions, because it improves, simplifies and perfects their work, the quality of service provision. Meeting the needs of consumers will increase the level of trust in the financial sector as a whole. In order to achieve these economic goals, the newest market tools that are being introduced must correspond to the best global trends, contribute to the strengthening of the level of protection against cyber-attacks and cyber threats, the development of various sectors of the economy, maintaining the appropriate level of customer orientation and increasing the competitiveness of domestic enterprises on the international market. The systematization of these tools and their usage will provide the studied market with the opportunity to restore resources and full-fledged functioning, which suffered in connection with the destructive consequences of military actions on the territory of our state.
Purpose of the research is to systematize, determine the content and form modern trends and innovations in the market of financial services. This research is aimed at the analysis of existing innovative processes introduced in the market of financial services, their impact on the development and improvement of the financial sector, as well as the essence, effectiveness and mechanism of action. The article considers the current innovations that are actively being introduced in the financial industry, their content and benefits of application, thanks to which the financial sector in today's conditions is able not only to work to meet the basic needs of customers, but also to improve and modernize its activities.
Analysis of resent researches and publications. A significant contribution, in terms of analyzing the impact of the current conditions and the latest technologies on the financial services market, is the work of domestic and foreign scientists. Study of statistical indicators and innovations, generalization of already obtained results, as well as the prospects proposed and compliance of these proposals with international standards. Scientific activity in the financial market, improves the functioning of the financial sector and indicates the importance of certain points requiring separate attention of its regulators. This subject is considered in the works: N.Kravchuk, O.Lutsyshyna, N.Tatarin, D.Polovko, L. Melnik, O.Pihotska, O.Procyk and others.
Article’s main body. The relevance of this research lies in emphasizing the rapid change in trends and the need for the financial sector to introduce and develop innovative approaches to achieve the desired results. The goal is to systematize, identify the content and forms of modern trends and innovations in the market of financial services.
Summarizing the research of today's innovative processes, it is worth noting the importance of maintaining a balance between the introduction of the latest technologies and financial stability, the introduction of global innovations into the legislation of Ukraine, the introduction of high-quality financial products taking into account the economic interests of the state and every user of financial services without exception - these are the main tasks that must be worked on both to legislators, specialists in the financial sphere, and specialists in the scientific field. The topic of innovative trends remains relevant and promising.
A positive aspect is the cooperation of the domestic market with the international market, the introduction of legislative changes and their implementation in the financial services market, which improves its activity. Successfully introduced innovative technologies will ensure rapid integration processes into global financial markets, bringing the quality of service closer to EU standards, economic recovery and growth, and strengthening the defense capability of our state, which is currently a priority task.
Conclusions and prospects for the development. Balance between the introduction of new technologies and financial stability, the inclusion of world innovations in the legislation of Ukraine, introduction of high-quality financial products taking into account the economic interests of the state and each and every user of financial services without exception, these are the main tasks on which it is necessary to work as lawmakers, specialists in the financial sphere and specialists in the scientific field. Successfully introduced innovative technologies will ensure rapid integration processes into global financial markets, approximation of service quality to EU standards, recovery and economic growth, strengthening the defense capability of our state, which today is a priority.