THEORETICAL AND METHODOLOGICAL ASPECTS OF THE ACTIVITIES OF VIRTUAL BANKS (NEOBANKS) IN UKRAINE AND THE PROSPECTS FOR THEIR DEVELOPMENT

Анотація

The rapid development of information technologies, which in recent years have been increasingly used to provide financial services, is leading to a change in the understanding of "bank" by the population. It is precisely because of the accessibility of the Internet to the population and the emergence of smartphones, mobile applications, online stores, and social networks that innovative banking products began to appear - neobanks, which are much more convenient and faster in providing services than traditional banks that we have known for many years. The study shows that the Ukrainian banking sector is undergoing a significant transformation under the influence of digitalization. Despite the decrease in the number of virtual banks, their client base is growing rapidly, indicating market consolidation and dominance of individual players. Despite the obvious advantages of electronic banking, there are significant challenges: distrust among some of the population, risks of cyberattacks (especially in times of war), as well as competition with foreign payment systems and cryptoassets. However, the overall outlook for online banking remains optimistic, with continued growth in user numbers and payment volumes. The introduction of new technologies, such as AI and blockchain, is a key prospect for improving the efficiency, security, and competitiveness of virtual banks.

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