Abstract
The position of the company in the market and the degree of its use of advanced financial products directly depend on how professionally organized the financial management of the enterprise.The creation of the financial management system involves the development of an arsenal of tools and methods that can improve not only the effectiveness of financial activities, but also the organization as a whole.Therefore, studying the problems of optimizing the system of effective financial management is relevant to any company, especially in its unstable economic conditions.Today, new technologies (digital, telecommunications, biometrics, etc.) have reorganized the financial services industry and are actively replacing traditional players and traditional business models.Integration of new financial solutions will change customer structure, reduce costs for certain functionality (customer processing, etc.), increase efficiency and quality of business processes (target audience targeting, scoring, etc.).This also has a significant impact on sustainability, with the result that the financial technology industry (or fintech) is gradually becoming a rapidly growing industry in its own right.It is a fast-growing new industry that has emerged at the intersection of financial services and new technology sectors.Members of the financial technology industry are developing innovative solutions for user-oriented financial services for a multi-segment market.