KEY ARRANGEMENTS OF MANDATORY AND PRIORITY FUNCTIONS FOR THE ESTABLISHMENT OF «P2P» LENDING PLATFORMS IN ARMENIA AND IN COUNTRIES WITH A DEVELOPING SEGMENT OF PEER-TO-PEER LENDING

The article discusses the possible development of the peer-to-peer lending segment in Armenia and in countries with a developing «P2P» segment lending, including their growth factors, types of lending, potential benefits, and risks associated with this activity. For the successful exercise of «P2P» lending platforms in these countries, attention is focused on a set of factors, including the choice of a lending model; a pricing strategy with tools for setting interest rates for «P2P» lending, the degree of profitability of investors-lenders and the cost of borrowers; platform fees; mechanisms for guaranteeing investments of investors-lenders from all kinds of losses, and the degree of liquidity of invested funds for investors-lenders. As a result, a matrix of mandatory and priority functions and risk management, as well as preferred marketing measures and promotions, are proposed to attract newly emerging «P2P» lending platforms in Armenia and in countries with an emerging on-demand lending segment.