FINANCIAL MARKETPLACE AS AN INNOVATIVE TOOL FOR SERVICE IMPLEMENTATION

The article is devoted to the analysis of the modern approach to the provision of financial services through an innovative tool – a marketplace. The work provides an overview of the concept of a marketplace as a key element of the digital economy, and also examines the structure of Russian platforms that provide ample opportunities for entrepreneurs, start-ups and end consumers. Cooperation with marketplaces is becoming a strategically beneficial solution for many businesses, as it allows increasing the availability of goods for buyers, while reducing operational costs associated with sales management, customer communication and logistics. The article also focuses on financial marketplaces, which contribute to the growth of financial services consumption due to an optimized system for selecting and purchasing products and services usually provided by banks and brokerage companies.