TRANSFORMATION OF COMMUNICATION CHANNELS IN THE FINTECH SECTOR OF UKRAINE

Abstract

This article explores the transformation of communication channels in Ukraine’s FinTech sector amid the global digitalization of financial services. It traces the evolution of bank-client interaction from physical branches to digital solutions like mobile applications, internet banking, and AI-powered chatbots. The shift to digital channels has been driven by customer expectations for 24/7 service, competition from FinTech startups, and accelerated digital adoption during the COVID-19 pandemic. The article pays special attention to the implementation of artificial intelligence, big data analytics, blockchain, and smart contracts, highlighting their opportunities and limitations.
The findings demonstrate that automating up to 85% of routine requests significantly increases operational efficiency, reduces costs, and enhances customer satisfaction. Ukrainian banks, including PrivatBank and Oschadbank, have integrated large-scale digital tools, while FinTech companies are expanding innovative solutions in payments, online lending, and personalized financial management. The study also addresses challenges such as complex smart contract development, cybersecurity threats, and the lack of comprehensive regulatory standards.
Ukraine demonstrates rapid FinTech growth, with the number of companies nearly tripling between 2019 and 2024, supported by high IT potential and consumer readiness for innovation. The article concludes that digital transformation is no longer experimental but is now the standard for financial communication. For Ukrainian institutions, this transition is essential for strengthening competitiveness, ensuring financial inclusion, and integrating into the global financial ecosystem.