ВПЛИВ FINTECH НА РОЗВИТОК СТРАТЕГІЙ РЕАЛІЗАЦІЇ ТА ПЕРСОНАЛІЗАЦІЇ ІТ-ПРОДУКТІВ

Modern FinTech solutions significantly change traditional approaches to the development, implementation and sale of IT products, allowing companies to create unique financial instruments, reduce transaction costs and increase competitiveness. But the questions remain unclear which FinTech tools have the greatest impact on IT product implementation strategies and whether the use of financial technologies really affects the personalization of IT products in terms of efficiency and scalability. The purpose of the study is a comprehensive study of the influence of financial technologies (FinTech) on the development of strategies for the implementation and personalization of IT products, with the identification of key FinTech tools that contribute to the improvement of the processes of development, implementation and adaptation of IT products in accordance with the specific needs of users and markets. The object of the research is payment services as an innovative segment of FinTech and their marketing in the modern market, namely aspects related to the development, implementation, promotion and use of payment services. Scientific publications and monographic editions, magazine articles and materials of scientific and practical conferences became the methodological basis of the research. During the research, content analysis of scientific periodicals was used; comparative critical analysis of existing approaches and methods of analysis of financial stability and tax burden; statistical methods of analysis. The main hypothesis of the research is that FinTech technologies allow IT companies to more accurately adapt their products to the individual needs of users, which contributes to increasing the level of customer satisfaction, increasing loyalty and competitiveness of companies in the market. Presentation of the main material. The study analyzed the main FinTech tools, their impact on the business processes of IT companies, as well as possible risks and barriers to their integration. The relationship between the use of FinTech solutions and the improvement of the effectiveness of personalization of products, which positively affects the competitiveness of companies on the global market, is determined. Based on the results of the research, practical recommendations were formulated for IT companies regarding the optimal use of financial technologies in the processes of product implementation and personalization. Originality and practical significance. Key FinTech tools and their impact on the effectiveness of implementation strategies are considered, as well as the main challenges and risks associated with the integration of financial technologies into the development and implementation of IT products are identified. Based on the results of the research, recommendations are proposed for the use of FinTech to increase the effectiveness of personalization and scaling of IT products on the global market. Conclusions and prospects for further research. The analysis showed that the use of FinTech solutions allows IT companies to bring products to market faster, reducing the time for processing payments and interaction with customers, which improves the efficiency of business processes and allows companies to focus on the development of innovative products. Thanks to access to users' financial data and the latest algorithms for processing this data, companies can develop products that more accurately meet the needs of individual users. This contributes to increasing customer satisfaction, as well as the formation of long-term brand loyalty.