THE FINTECH ECOSYSTEM IN THE CONTEXT OF FINANCIAL MARKET TRANSFORMATION

This article examines the theoretical and practical aspects of the development of fintech ecosystems in the context of financial market transformation. It is established that digital technologies act as a key driver of change in the financial sector, leading to a rethinking of traditional business models, changes in market structure, and the emergence of new approaches to the provision of financial services. International experience in fintech development is analysed, and it is established that models of financial technology operation depend on the institutional and economic conditions of individual countries. Particular attention is paid to analysing the activities of SoFi Technologies as an example of the successful integration of financial and technological solutions within a single digital platform. The current state of Ukraine’s financial market is assessed, revealing both the potential for the development of fintech ecosystems and existing constraints linked to institutional, investment and technological factors. The necessity of adapting international experience, developing integrated financial platforms and implementing modern digital technologies is substantiated.