Abstract
Currently, traditional creative financial solutions are undergoing significant transformations, giving rise to new services designed for end users. Although the banking sector remains the main advanced segment for new technological solutions in the global financial market, it faces competition from emerging fintech companies. The integration of high-tech solutions enables banks to enhance the competitiveness of their offerings and redefine how these products are developed and distributed. A critical factor in boosting a bank’s competitiveness through innovative products is the rapid development and market introduction of these innovations, as this quick turnaround directly impacts the speed at which competitive advantages are gained. People’s need for banking solutions, namely products or services, directly creates a vector of further development, the very format of these solutions. The most important thing is the bank’s focus on the wishes of its direct customers In this important sector, it is possible to get ahead only thanks to such characteristics as cost optimization, assortment revision and, a specific customer base. Of course, we must take into account international trends, the integration of such new products is the main issue on the agenda. Thus, the introduction of innovative technologies into the work of domestic banks helps to increase their competitiveness. The objective of this study is to develop both theoretical and practical frameworks for assessing the impact of cutting-edge financial technologies on the evolving landscape of the banking system. Keywords: digitalization, Internet banking, mobile banking, banking credit technologies, digital money.