ФАКТОРИ ВНУТРІШНЬОГО ТА ЗОВНІШНЬОГО ФІНАНСОВОГО СЕРЕДОВИЩА ЯК ЧИННИКИ РОЗВИТКУ НЕОБАНКІВ

The potential of banking services is expanding through the integration of ICT, which can reduce transaction costs, automate customer service, and provide users with round-the-clock, instant, easy-to-use access to accounts and a number of other benefits. The study systematizes the factors of internal and external financial environment as factors in the development of neo-banks. It is determined that the development of the digital economy has led to the transformation of the regulatory environment and the awareness of central banks of the need to launch digital currencies in response to high competition from financial technology companies and opposition of their financial services to traditional banks. Globalization and the need to speed up cross-border payments, reduce transaction costs require careful study by central banks of the processes of launching and regulating digital currencies. Technologies contribute to the introduction of the concept of customer orientation, which is becoming central to the formation of a quality, secure, transparent financial environment. Customer experience is becoming a central component of competitiveness with the use of technology, because consumers of financial services need a dynamic personalized experience based on simple interaction. Instant dissemination of information through ICT allows consumers to expand the range of potential banking services on a global scale, which is becoming a determining factor in the development of non-banks. Customers' needs for simple, fast, 24-hour service are stimulating neobanks to implement new services, serving as a way to compete and maintain market positions. Thanks to digitalization, traditional banks will be transformed into technology financial companies. Many high-performance companies use customer focus as a driver of success and make the most of two fundamental advantages in the fight in a highly competitive environment: experience in managing customer assets through the business cycle; the right data and analytical digital tools to better understand each customer's needs.