Improving the business model of a commercial bank based on the use of digital solutions

The article is devoted to the analysis of the transformation of business models of commercial banks under the influence of digital solutions, with an emphasis on the development of Embedded finance. The changes in the value chain of banking services in the context of the transition from linear to nonlinear models are considered, as well as the functioning features of the concepts of Open Banking, Open Finance and Banking-as-a-Service as the technological basis of embedded financial services. Special attention is paid to the role of key digital technologies – API, artificial intelligence, big data and blockchain – in ensuring the adaptability, scalability and sustainability of Embedded Finance.