Abstract
The problems of the low efficiency of the functioning of non-banking financial institutions (NFIs) on the financial market of Ukraine are considered, the main reason of which is the imperfect and unsta-ble regulatory and legal support of their activities. The main tasks of state regulation of the activities of financial market entities, in particular NFIs, and the proposed concept of state regulation of their activ-ities are defined, where the entities of state regulation and their functions, methods and tools aimed at creating favorable conditions for the functioning of these institutions are defined. The role of NFIs as financial market entities whose limited functionality is determined by the low level of their investment potential is identified and assessed.The role of institutional and infrastructural support in creating proper conditions for the func-tioning of the NFU has been revealed. The importance of institutional support in creating favorable conditions for the formation of the investment potential of NFIs is assessed. The scheme of the mecha-nism of formation of the investment potential of the NFU is proposed, which includes financial and institutional components that functionally complement each other in the process of formation and ex-pansion of the investment potential. Each of the components has its own functions, methods, levers and tools, which allows these components to effectively implement their role in the process of formation of investment potential
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