CURRENT TRENDS IN THE DEVELOPMENT OF THE FINTECH MARKET IN THE CONTEXT OF THE TRANSFORMATION OF THE GLOBAL BUSINESS LANDSCAPE

Purpose. The aim of the article is to explore modern trends in the development of the fintech industry in the context of the transformation of the global business landscape and to identify key challenges and opportunities for the further advancement of financial technologies. Methodology of research. General scientific and specialized methods were used in the process of the study, namely: a systematic approach to analyse the interconnections between financial technologies and the transformation of the global business landscape; comparative analysis methods to assess fintech development trends in different countries; economic and statistical methods to study the dynamics of the financial technology market; and forecasting methods to determine the prospects for the development of the financial sector in the era of digitalization and globalization. Findings. Theoretical foundations have been examined, and key trends in the development of financial technologies in the context of the transformation of the global business landscape have been systematized. The impact of central bank digital currencies (CBDC), decentralized finance (DeFi), SuperApps, and the "Buy Now, Pay Later" (BNPL) model on the structure of the financial market has been analysed. The main regulatory challenges, cybersecurity threats and the specifics of adapting financial institutions' business models to rapid technological changes have been identified. Originality. The substantiation of the interrelationship between globalization, the digitalization of the financial sector, and the evolution of financial technologies has been further developed, taking into account the challenges of cybersecurity, regulatory compliance, and business model adaptation. Particular attention has been paid to the integration of fintech solutions into the international economic system and their potential impact on traditional banking institutions. Practical value. The conclusions and recommendations derived from the study can be used by financial institutions, fintech companies, and regulatory bodies to develop strategies for adapting to emerging technological changes, improving regulatory policies, and enhancing the resilience of the financial system in the context of global digital transformation. Key words: financial technologies, fintech industry, global business landscape, global development trends, FinTech, CBDC, DeFi, BNPL, SuperApps, globalization, digitalization of the financial sector, regulatory challenges, cybersecurity.