FINANCIAL MANAGEMENT IN MODERN CONDITIONS: KEY AREAS AND PRIORITIES

The focus is on analyzing the impact of digital technologies on the management of financial flows of organizations and improving control over financial assets. The author explores the role of blockchain technologies in the modern financial sphere, demonstrating their influence on the development of new financial products and services, including the use of virtual crypto assets. Special attention is paid to the possibilities of remote identification and authentication of clients, which allows financial institutions to optimize service processes and expand the geography of service provision. The work analyzes key directions of financial management development: risk management system, budgeting automation and implementation of predictive analytics. The author emphasizes the importance of digitalization of financial management to ensure competitive advantages of companies, such as accuracy of forecasting, efficiency of data and increased work effectiveness. At the same time, it is noted that, despite digitalization, the most important resource remains human capital, which requires constant development and improvement.