Project UUT23: Fintech as a fence for the shock and fuel for the recovery? Lessons from the war. Analytical research: Development of 'embedded banking financial technologies' (DIGITAL FinTech)

Innovative development is one of the key conditions for the competitiveness of any business. Banking activity requires prompt investments in R&D for maintaining a competitive position among various financial service providers. That is why the task of winning and retaining customers by offering innovative financial products and services is becoming a priority in the context of the transformation of economic processes and approaches for doing business in line with the demands of the economic environment.

Financial technologies are fundamentally changing the financial services market as a result of the innovative impact of digitalisation. Digitalisation has set a precedent not only for improving the procedure for providing financial services, but also for creating new products and business niches for both traditional financial services intermediaries and FinTech companies, which are rapidly gaining popularity by developing easy and affordable solutions to relevant problems in real and financial sectors of the national economy.

Based on the active introduction of innovative financial technologies in the banking segment, it is necessary to consider the peculiarities of integrating financial products and services into the client offers of non-financial companies, which take the form of embedded banking financial technologies.