Abstract
Digital financial services continue to expand and replace the delivery of traditional financial services to the customers. The purpose of the study is twofold. First, to consider the growing interest in price modelling for financial assets. The second goal is to trace the role of digitisation in finance on changes in the methodology of both modelling and pricing of financial assets. Digitisation automates financial products and services, as a result of which the quality of financial services is increasing, the set of offers is expanding, and the financial markets are growing numerically. The transformation of finance to 'digit' allows us to provide a real basis for the widespread introduction of Bayesian methods of modelling and valuation of financial assets. The article introduces preliminary premises for the demarcation of classical and digital finance, as well as traditional and new methods of pricing and predictive modelling in connection with the wide implementation of 'big data' and 'digit'.
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