SYNERGY OF FINANCIAL MONITORING AND MARKETING COMMUNICATIONS IN THE ACTIVITIES OF NON-BANK FINANCIAL INSTITUTIONS

Abstract

This article examines the synergistic relationship between financial monitoring and marketing communications within the operational frameworks of non-bank financial institutions. The intensification of regulatory requirements, alongside an increased focus on business process transparency and rising consumer expectations, necessitates the integration of instruments that simultaneously ensure financial security and competitive development. It is substantiated that effective financial monitoring has evolved beyond a strictly compliance-oriented function; in the current economic landscape, it serves as a critical component of an institution’s reputational capital, fostering consumer trust and enhancing the quality of interactions between clients and financial service providers.
The study demonstrates that the integration of financial monitoring and marketing communications generates added value for non-bank financial institutions by optimizing customer identification procedures, mitigating reputational and legal risks, and increasing customer loyalty. Particular attention is directed toward the role of client education, digital communication channels, the transparent disclosure of compliance requirements, and risk-oriented approaches to customer engagement. A conceptual model of cooperation between compliance divisions and marketing departments has been developed to harmonize regulatory objectives with corporate economic goals. The implementation of this model is shown to improve the efficiency of customer due diligence, lower operational risks, and enhance overall market competitiveness.
The practical significance of the research lies in the potential application of these proposed communication and compliance mechanisms, aligned with the National Bank of Ukraine's regulatory standards. Ultimately, the article refines the concept of synergy between monitoring and marketing as a complementary system essential for ensuring financial security and sustainable development in the financial services market.