THE IMPACT OF FINTECH TOOLS ON THE TRANSFORMATION OF THE FINANCIAL INVESTMENT MARKET

The article examines how FinTech tools transform the structure, accessibility and operating mechanisms of the financial investment market. The study proceeds from the premise that digitalisation is changing not only the technical channel through which an investor buys a financial asset, but also the architecture of intermediation, the cost of investment services, portfolio formation, information processing and the distribution of risks between investors, platforms and regulated financial institutions. The main groups of investment-oriented FinTech tools are systematised: mobile investment platforms, robo-advisory, artificial-intelligence-based analytics, open banking and API infrastructure, distributed-ledger solutions and asset tokenisation. Recent academic evidence indicates that automated advice can broaden access to professional portfolio management, improve diversification for some self-directed investors and reduce the time and fees associated with portfolio management. At the same time, digital investment environments generate new risks related to algorithmic bias, data quality, cybersecurity, opaque decision models, gamification, digital nudging, conflicts of interest and the rapid diffusion of unreliable investment content through social networks. The paper proposes an author's four-contour model of FinTech transformation of the financial investment market. It combines technological, institutional, behavioural and regulatory dimensions and demonstrates that sustainable digitalisation requires their coordinated development. Particular attention is paid to Ukraine, where the legal framework for payment services and the introduction of open banking create a technological basis for a more integrated digital financial ecosystem. It is argued that the next stage should connect open-finance infrastructure with regulated investment services, strengthen digital investor protection, develop RegTech/SupTech mechanisms and promote digital financial literacy. The practical significance of the results lies in using the proposed framework when designing digital investment products, regulatory approaches and educational components for finance specialists.