DIRECTIONS FOR ADAPTATION OF BANKS' BUSINESS MODELS IN THE DIGITAL ENVIRONMENT

The article is devoted to the urgent problem of adapting the banking sector to modern conditions, which is becoming increasingly important in the context of the rapid digitalization of the economy and the financial sector. It is important to increase the ability of banks to quickly restructure their business models in accordance with the changing conditions of the modern digital environment in order to increase their own resilience and ensure the overall stability of the banking system. The article examines the factors that determine the adaptation of banks' business models in response to the demands of the digital economy. An analysis of scientific opinion on the definition of a bank business model is conducted and the author's vision of this concept is provided. The banking business model should be considered as a chain of creating value for customers and generating profit based on the interconnection of business processes, necessary resources, infrastructure and innovations, the risk of change of which affects the financial stability of a commercial bank. The directions of adaptation of bank business models in the digital environment, its types and methods are investigated. The main directions of adapting banks' business models in the digital environment are digitalization, personalization, focus on new technologies, development of partnerships, risk management. The main types of adaptation are predictive, proactive, reactive and passive adaptation. It is noted that the adaptation of banks' business models is a necessary condition for maintaining competitiveness in a rapidly changing world, therefore, the world's leading banks are gradually transforming their traditional business models into innovative ones. A classification of innovative bank business models is proposed. The conclusions emphasize that modern conditions require banks to implement business models with high adaptive capacity, which correspond to the best international practices and the state of the external environment. Banks that have successfully adapted to modern changes will be able to achieve significant success in the digital era.