Еволюція розвитку страхового ринку України в умовах цифрової економіки

The article is devoted to the study of theoretical and practical aspects of the insurance market evolution in Ukraine under the conditions of the digital economy. It is substantiated that in recent years, digitalization the Ukrainian insurance market have shown dynamic development; however, in terms of implementation of digital technologies, insurance companies still lag behind banking institutions. The existing approaches in academic literature to classification of digitalization stages of the insurance market are analyzed, and the need for further research in this area is emphasized, taking into account ongoing transformations driven by the digitalization of the economy and society. Based on the analysis of performance indicators of insurance companies during the period 2021–2024, the trend has been identified toward reduction in the number of market participants alongside the increase in the volume of electronic insurance policy, particularly for the “Green Card” and the compulsory motor third-party liability insurance (MTPL). Structuring of digital transformation processes within the Ukraine’s insurance market made it possible to identify critical growth points, adaptation challenges for insurers, and preconditions for integration of innovative InsurTech solutions. It is noted that development of digital technologies is accompanied by emergence of new risks inherent to the digital economy, which can be mitigated through insurance mechanisms. This determines necessity of transforming the existing operational model of the Ukrainian insurance market in line with needs of insurance service consumers and requirements of both national and European legislation. As a result of the study on evolution of the insurance market under digital economic conditions, key stages of its development were identified, namely: expansion of online insurance services; creation of mobile applications and web platforms by insurance companies; implementation and growth of InsurTech and the Internet of Things in insurance; digitalization of business processes; and overall digital transformation of the insurance ecosystem. Systematization of these stages allows for identification of key trends in digital transformation of the insurance market and definition of priority directions for its further development.