DIGITAL PLATFORMS IN FINANCIAL SERVICES: NEW OPPORTUNITIES FOR BUSINESS

Digital platforms are becoming a key driver of transformation in the financial industry, changing traditional approaches to service delivery and creating new business opportunities. By implementing modern technologies such as artificial intelligence, machine learning, blockchain and cloud solutions, companies are able to automate processes, personalize offers and expand access to financial products. The article analyzes the role of digital platforms in the development of the fintech industry, their impact on the competitive environment, as well as the transformation of business models in the digital economy. Examples of successful implementation of digital solutions in the field of payment systems, lending, investment and insurance are considered. Particular attention is paid to regulatory challenges, cybersecurity and data protection issues, as well as the need for a strategic approach to the digital transformation of financial organizations. The work is of interest to researchers, practitioners and managers seeking to understand and use the potential of digital innovations in finance.