РОЗВИТОК НЕОБАНКІНГУ В ЄВРОПІ ТА УКРАЇНІ

Abstract

The article examines the state of development of neobanking in Europe, highlights the advantages and disadvantages of the most famous European neobanks N26 and Revolut, investigates the reasons for the popularization of neobanking in EU countries. It found that consumer demand for digital customerentric banking services has led to a rapid growth in the number of neo-banks around the world. The main prerequisites and reasons for the development of modern banking in Ukraine, the state of readiness of the population to use the services of neobanks and the current domestic digital banks are determined. It was established that, despite a significant decrease in the number of branches in Ukraine, the assets of the banking sector continue to grow every year. The reasons for the popularity of Monobank, the largest non-bank of Ukraine, have been clarified, including: low tariffs; modern effective advertising, including targeted advertising; clear client orientation; modern humor, use of stickers; convenient cashback of expenses; payment of utility services without commission; CVC2 dynamic code for protection against fraudsters, etc. The main risks of innovative banking institutions at this stage of development are identified, including technological failures, cyber-attacks and data misuse. The advantages of neobanks over traditional banking institutions are highlighted (simplification of the service provision procedure, lack of paper document flow and physical contact; use of new tools; time saving and convenience for clients; round-the-clock access to a wide range of services). The main reasons for restraining their development in Ukraine are highlighted, including the expensive creation and promotion of applications and various programs and sites necessary for customer service; significant costs for the development of reliable protection against cybercriminals and viruses; during problems with the server, work with accounts and documents may stop indefinitely; mistrust of a large part of the population in neobanks due to low financial literacy. It was found that digital innovations have become the key factors of competition in the market and the fight for each client.