MISSION OF THE VIRTUAL BANK IN DIGITALIZED SPACE

Abstract

The article analyzes the essence of virtual banks, focuses on the identification of the content load in the interpretation of the definitions of "virtual bank", "mobile bank", "Internet banking", "neobank", "digital bank" and gives the author's definition of "virtual bank". On the basis of research of features of functioning of both traditional bank, and virtual, distinctive features of the organization of activity of the last are formulated. The significance of the virtual bank's mission is proved and the principles of its formation are substantiated, namely: innovation, customer orientation, remoteness, multichannel, confidentiality, accessibility, efficiency, openness, extraterritoriality, interactivity, flexibility and adaptability. The transformation of traditional banking into customer-oriented Internet banking is schematically presented and the paradigm of changes in the banking philosophy is substantiated. The advantages of virtual banking for clients and banks are determined and, as a result, the directions of transformation of banking services are presented: from simple to complex services, one-time to renewable services, standardized to individualized services, impersonal to personalized services. An assessment of the development of virtual banking in Ukraine and in the global dimension has been made. It is emphasized that in recent years in Ukraine the technologies of Internet banking have become widespread, mobile banking is developing. A set of risks inherent in the activities of both virtual banks and traditional banks is presented. At the same time, the profile of such risks is differentiated taking into account the specifics of credit, operational, market risk and liquidity risk. Scientific principles of risk management of a virtual bank have been developed, the application of which will help build a space of business trust, which is important for the client to maintain his confidence that he can entrust the solution of financial issues to professionals. The results of the study show that: the mission of the virtual bank is to use the latest business technologies for quality, fast and secure customer service through remote communication channels, building long-term partnerships between the bank and customers for mutually beneficial financial interests; the results of the analysis of the state of virtual banking in Ukraine showed that the development of this business is constrained by unregulated legislation, insufficient level of financial and information literacy of the population, disbelief in the security of online transactions due to their increased level of risk; The developed structural and logical scheme of risk management can be used in the practice of both virtual and traditional banks to improve the security of banking operations and ensure the protection of financial interests of their customers.