РОЗВИТОК РИНКУ ФІНАНСОВИХ ТЕХНОЛОГІЙ В УКРАЇНІ В УМОВАХ ВІЙНИ

The article provides systematization of the main development areas of the FinTech industry, identifies key technologies contributing to its rapid development. Fintech companies global investment forecast is made. Some of the world's financial technologies are analyzed and the effectiveness of their use in the context of economic growth is substantiated. The main trends in the development of FinTech in Ukraine are described. The structure of Fintech companies in the Ukrainian financial services market is forecasted to change. The problems of introduction of financial technologies in Ukraine are investigated and the directions of providing economic growth in the country due to the use of the latest financial technologies and digital platforms are proposed.

This article analyses the characteristics and prospects of the global big data market, and iden-tifies the sources of data leakage in the global big data market. A study of the peculiarities of the de-velopment of the big data market in Ukraine in the economic context before and during the war was conducted, which revealed the influence of international institutions in the fight against cyber-attacks in the context of disturbances. The directions of adaptation of the Ukrainian cyberspace to functioning in the conditions of war are identified, and recommendations are made on the directions of implementation of Big Data technologies in the post-war period for the needs of economic growth. The results of the study of the big data market are summarized. Recommendations on the directions of implementation of big data technologies in the post-war period for the needs of economic growth are given. The purpose of the study is to research and analyse trends, development prospects and threats to the big data market at the global level and at the level of the Ukrainian economy during military operations; to develop recommendations on economic directions to implement the protection of per-sonal data in the context of disruptive factors. The results of the study show that the big data market in Ukraine is operating in a disruptive environment, but this does not prevent its development for the benefit of Ukraine's infrastructure and economy. The biggest threat to this infrastructure is cyber-attacks from the Russian Federation. The aim of these actions is to steal data in order to manipulate it and to destabilise the Ukrainian population and its government institutions. The perspectives for further research are the development of strategies for the implementa-tion of big data technologies for the development of Ukraine and the economy in the post-war era.

The war created extraordinary challenges and threats to the human potential of Ukraine’s regions. The most significant is the deepening of the disproportionality and imbalance of the labor market due to the loss of a significant number of qualified personnel (due to migration and mobilization) and changes in the employment structure. This was particularly acutely reflected in the structure of labor resources, particularly its gender-age and professional (educational and qualification) elements. One of the most important factors influencing this structure was foreign migration and the illegal deportation of Ukrainian citizens to the Russian Federation. Effective mechanisms and tools from the regional governing bodies are necessary to ensure compliance between all social and labor sphere links, considering the regional and qualification imbalances in the labor market. Also, to further minimize the risks of the development of the labor market in Ukraine and to preserve the labor resource potential, it is advisable to determine the main socio-economic levers and drivers of regional policy, which will contribute to reducing regional and qualification imbalances, increasing marginal labor productivity and, as a result, increasing the productive capacity of regions. The article evaluates the tools that influence the productive capacity of the economy of the regions of Ukraine in the context of preserving their labor resource potential in the conditions of war and post-war recovery. The main challenges and threats to the human potential of the regions of Ukraine in the conditions of the war and subsequent post-war reconstruction are identified, the most significant of which is the deepening of disproportionality and imbalance of the labor market due to the loss of a significant part of qualified personnel (due to migration and mobilization), as well as changes in the employment structure. Based on the threat analysis, the factors currently fundamental for ensuring the functioning of regional labor markets in Ukraine have been determined. The instruments that influence the economy’s productive capacity were studied with the help of a survey of state authorities in the regions. Based on the research, the main socio-economic levers and drivers of increasing the regional economy’s productive capacity in preserving Ukraine’s labor potential in the conditions of the war and post-war recovery are substantiated. Keywords: labor resource potential, productive capacity, labor market, region, structural disparities, human potential, employment, war, post-war economic recovery.

On the basis of the analytical research the peculiarities of the meat processing enterprises functioning of Ukraine were identified, quantitative and qualitative trends of the meat and meat products market in Ukraine were investigated, factors influencing its development prospects were determined. The article points out that cattle meat production in Ukraine has been declining annually and has been unprofitable for the last 20 years. At the same time, it is proved that the meat industry in Ukraine has significant reserves and great prospects for development, the successful implementation of which is possible only if the negative phenomena and processes in the agricultural sector are overcome. The paper investigates that over the past year, there has been some increase in meat production, with a marked decrease in beef, veal and pork meat production and an increase in poultry meat production. The main problems of the industry and the ways of overcoming them in the current economic conditions are outlined. The main leaders of producers of meat products in Ukraine are highlighted. The dynamics of the poultry population and the production of this type of meat are discussed. The structure of livestock farming by agricultural enterprises and private farms is considered. The dynamics of the structure of meat production in Ukraine by types compared to 2014 and 2018 is provided. The desired market capacity, which could meet the needs of Ukrainians in the rational consumption of meat products, is 3.432 billion tons, but the actual consumption reaches only 2.295 billion tons, which is 66.9 % of the rational indicator. Among the main effective ways of providing market capacity are: increasing the availability of goods by introducing individual assistance to low-income categories of the population; an increase in the consumption of products outside the home, which will necessitate an increase in real wages; elimination in the food markets of non-equivalent product exchange; development of a balanced range of products at meat processing enterprises. Keywords: meat processing companies, meat and meat products market, meat and meat products production, poultry meat, turkey meat.

The article reveals the peculiarities of the functioning of the consulting services market in Ukraine. The concept and essence of consulting as a type of intellectual activity, the main task of which is to analyze, justify the prospects for development and use of scientific, technical and organizational and economic innovations, paying attention on the subject area and customer problems. The analysis of consulting services as a market product in the economic sphere is carried out, its characteristic features are revealed. For a deep understanding of the content and essence of consulting activities, the specifics of its subjects and mechanisms of use, the classification of consulting infrastructure. It is proved that the market of consulting services has specific properties that determine a special approach to business and marketing activities aimed at meeting demand. The specifics of the consulting services market in Ukraine are identified, the following main groups of participants in the consulting industry in Ukraine are identified: Branches of large foreign multifunctional companies that have consulting projects with Ukrainian state ones, implement a strategy to conquer new markets and those working on donor programs and providing technical assistance on management consulting in priority sectors of the economy; domestic consulting companies and specialized consulting companies that provide consulting services in certain areas of management consulting. The problems of consulting in Ukraine are defined. Emphasis is placed on the problem of lack of quality standards for consulting services, lack of special legal requirements for the implementation of this activity, its support depending on the specific economic sphere. The guarantee of high quality consulting services could be the development of consulting standards and on this basis the certification of consulting entities. The main significant problem remains the unregulated legislative definition of the relevant type of activity, which does not allow for statistical reporting of enterprises in this area.

Trends in the development of the housing market in Ukraine, dynamics of its fluctuations, the identification of key factors that may lead to changes and shifts in the Ukrainian housing market, the impact of the respective primary housing sectors, factors shaping the consumer preferences of households in connection with demand for housing, modeling the housing market and the prospects for the development of the housing market in Ukraine, are considered in this article. The authors pay attention to certain methodological features and factors that shape the specific functioning of the housing market in Ukraine and create the appropriate preconditions for determining the prospects for its further development. Taking into account the technical, operational, consumer and cost characteristics of such a product as housing, and the specifics of the organization and implementation of the production process in construction, the implementation of a cobweb model is proposed to determine the nature of functioning and prospects for further development of the Ukrainian housing market.

Over the past few decades, the use of e-commerce in business has increased significantly. More and more companies that used to focus exclusively on offline operations are beginning to consider e-commerce as a promising area of strategic development. As a result, studying the state of the e-commerce market in Ukraine, as well as trends and barriers to its development, will allow to develop an understanding of the peculiarities of the functioning and growth of business entities in the context of the Ukrainian online environment. In this regard, it is worth paying special attention to the study of the specifics of the development of the e-commerce market as a strategic recovery of the Ukrainian economy. The subject of the study is the process of development of the Ukrainian e-commerce market in the conditions of war. The purpose is to research and analyse the state of the e-commerce market in Ukraine in the context of growing instability caused by the war, as well as to identify key issues and trends in the development of the e-commerce system in an unstable and changing environment. The questions of this study require the use of a combination of general scientific and modern research methods, among which the most important are the method of system analysis (when studying the approaches and points of view of Ukrainian and Western scientists), economic and statistical analysis (to determine the trends in the development of e-commerce in Ukraine), analysis and synthesis (when studying the types and models of e-commerce), graphic analysis (to visualize a number of theoretical and practical provisions of the article). The article examines the state of the e-commerce market in Ukraine during the war. It finds that until 2022 there was a significant increase in the volume and growth rate of the e-commerce market. With the outbreak of the war, the market experienced a dramatic drop in volume, but from 2023 significant stabilisation processes took place. The importance of further development of the e-commerce market not only during the war, but also to overcome its consequences during the post-war recovery period is determined. Conclusions. Ukrainian e-commerce is experiencing high growth rates. The barriers to entering the online market are relatively low and the benefits of e-commerce for users and entrepreneurs are tangible. However, at the current stage, the Ukrainian e-commerce market has many unresolved issues that hinder its development. If the key issues are effectively addressed, the development of e-commerce in Ukraine will have a future.

The article examines the current state and digital vectors of the development of the insurance market of Ukraine and identifies promising directions for the digitalization of insurance. The essence of the insurance category is revealed. It is noted that the insurance market in Ukraine lags far behind developed countries. An analysis of the dynamics of the number of participants in the insurance market, the amount of assets of insurance companies, the structure of the insurance portfolio by types of insurance was carried out, and the main trends of the insurance market in Ukraine were revealed. The keys to the stable development of insurance activity in Ukraine have been defined as: quick response to new conditions and customer requests; the ability to adapt, accumulate positive experience, analyze and correct negative moments; develop harmoniously, find a balance between the accumulation of new knowledge and their practical application. Factors influencing and functioning of the domestic insurance market are determined. The features of modern trends in digital insurance tools, as an important mechanism for the growth of the insurance market, are revealed. It was found InsurTech that modern technologies are important for insurance companies. These InsurTech nclude artificial intelligence technologies, new inventions in the field of cyber security, big data analysis («bigdata), blockchain technologies, the Internet of Things (LoT ) and smartphone applications.

The article analyzes the volume of sales of goods and services of PJSC "Kyivstar" and its main competitors in the telecommunications industry of Ukraine. The matrix of the Boston Consulting Group was built. According to the matrix strategy, all sales volume indicators were divided into four categories. With the help of the constructed matrix, the development prospects of enterprises in the telecommunications industry of Ukraine and the level of their competition are determined. In accordance with the Law of Ukraine "On Telecommunications", the main principles of activity in the field of telecommunications are revealed. It was determined what shares of the mobile communications market in Ukraine are made up of Lifecell, Vodafone and Kyivstar. Assessing the state of the communications industry in Ukraine, numerous problems with the development of the mobile communications market were identified, the main ones of which can be called: the inability to develop the market, low consumer confidence, the deterioration of the stability of telecommunication networks, inefficient network management, the presence of a large number of rural, mountainous or economically depressed areas that have limited access to telecommunications services, and concerns about the ability of telecommunications providers and providers to use infrastructure without prejudice, excluding electricity, transport and building elements. It is recorded that almost all indicators of PJSC "Kyivstar" exceed the indicators of its main competitors over the last year, namely "Lifecell" and "Vodafone". The Boston Consulting Group (BCG) matrix based on the relative market share of Kyivstar PJSC from Lifecell and Vodafone showed that Kyivstar completely dominates its competitors. A development strategy has been formulated for competing companies, namely: the "Milk Cow" strategy will be appropriate for the leader of the telecommunications industry of Ukraine - Kyivstar PJSC, the "Difficult Children" strategy has been offered to Vodafone, but the "Dog" strategy is more suitable for the company "Lifecell", which is mostly inferior to its competitors in terms of sales. The main problems and ways to solve them are revealed.

The article is devoted to deepening the theoretical foundations of medical tourism development in Ukraine and substantiation of the multiplier effect of medical tourism. To this end, the four main motives of medical tourism in the world are considered (lower cost of treatment and diagnosis in another country; more modern medical technologies abroad; highly qualified medical care and service; time factor (with a long wait for medical treatment in their country)) main directions of medical tourism (inbound medical tourism and outbound medical tourism). It is established that at this stage of development of our country there is no regulatory regulation of medical tourism. There are only certain non-governmental organizations whose activities are aimed at: 1) development of medical tourism and involvement in the field of medical tourism of doctors interested in its development: Medical Tourism Association (UAMT) (established in 2013); 2) search for a clinic for a potential patient and provide such clinics with proposals to attract the best price experience and conditions to solve a problem (Medical Tourism Exchange, established in 2015). The reasons for the rapid development of the medical tourism industry in Ukraine are presented, the structure of outbound tourism in Ukraine by service providers is studied. Trends in the development of inbound medical tourism are analyzed. The analysis of the state of outbound and inbound medical tourism helped to generalize and highlight the main trends in the medical tourism market in Ukraine and the prerequisites for further development of its own segment of medical tourism, as well as to identify existing limitations and issues. Identification of existing restrictions in the development of medical tourism contributes to the search for tools to eliminate them and identify important areas of regional economic development of Ukrainian cities, based on the manifestation of the multiplier effect of medical tourism, in particular: communication services and informat

The article deals with the current state of the information technology market in Ukraine, the role of human capital and peculiarities of its influence on the country's foreign economic activity. The basic processes and tendencies of Ukrainian IT market functioning, the main prospects of IT sector development were analyzed as well as the main problems of the information technology market and directions of their solution. At present, the internal IT service market in Ukraine meets the following characteristics: minimization of IT service costs; infringement of intellectual property law; satisfactory demand for IT services; shortage supply of qualified IT specialists due to imbalances in the training of technical specialists in higher education institutions; imperfection of IT management in companies leads to the inability to implement the growth strategy. There are two main factors that stimulate the development of the internal IT sector: first, is a human capital situation; second, is a public policy and its priorities in supporting competitive industries. The key success factor of a rapid development of foreign economic activity in Ukraine is to establish balance between the external and internal IT service markets. In order to improve the foreign economic activity of Ukraine, it is necessary for the state and the owners of IT companies to force on the development of the internal IT service market as the low level of the internal market hinders the development of the external IT relationships. The internal sector is not attractive to IT companies usually because of low pay and poor management quality. Therefore, in our work we considered in details the problems related to human capital in the search of any opportunities for the development of foreign economic activity of our country. It was concluded that IT market will remain one of the most prospective sectors of Ukraine that develops its foreign economic activity.

The study of financial technology applications in banking is highly relevant, as financial technologies serve as a primary driver of change in the banking sector, facilitating the development of new products, optimising operations, and expanding access to financial services. This article aimed to examine the role of financial technologies in the development of banking activities and to identify directions for their advancement through the application of modern financial technologies. The research employed methods of analysis, synthesis, systematisation, and comparison to explore the theoretical foundations of financial technology utilisation. Grouping, tabular, and graphical methods were used to assess the current state of financial technology adoption in the banking sector, alongside abstraction and generalisation techniques. In the digital era, banks must implement innovations to maintain competitiveness. The analysis of financial technology applications has made it possible to identify current trends and potential areas of implementation in the Ukrainian banking sector, as well as to adapt decision-making processes regarding their use to the realities of the Ukrainian market, ensuring more flexible financial services for clients. It has been identified that the growing popularity of digital platforms has been accompanied by an increase in cyber risks. Therefore, the study of fintech has also contributed to ensuring cybersecurity and customer trust, with the development of effective data protection strategies emerging as a key factor in the stability of the banking system. The study also reviewed academic research confirming the relevance of financial technologies in banking, analysed the nature of fintech, its types and role in the banking sector, and assessed the state of Ukraine’s fintech market. Recommendations for the development of the fintech market were proposed. The practical implementation of the recommendations provided in the study, particularly concerning the adoption of modern financial technologies such as blockchain, artificial intelligence, Big Data, and open interfaces, will enhance transparency, cybersecurity, and the adaptability of both the banking sector and the financial market of Ukraine as a whole to contemporary challenges

The rise of Financial Technologies (FinTech) has revolutionized the landscape of modern commerce, transforming traditional financial systems and shaping how businesses, consumers, and financial institutions interact. This review paper explores key FinTech innovations, including mobile payments, blockchain technology, digital wallets, and other disruptive technologies. It examines their influence on global commerce, enhancing efficiency, improving accessibility, and driving financial inclusion. By evaluating the current trends, challenges, and future prospects of FinTech, this paper provides insights into how these technologies are reshaping global financial markets and altering consumer behaviors and business strategies. Key words : FinTech, Digital Payments, Blockchain Technology, Mobile Payments, Financial Inclusion,Cryptocurrency, Consumer Adoption, RegTech, Data Privacy, Cybersecurity, E-commerce, Financial Literacy, Digital Wallets

The labor market is one of the main and most complex elements of a market economy. It is a system of organization of wage labor based on market laws, which includes employers who demand labor, employees who form the supply of labor in this market, as well as mechanisms and institutions to reconcile the interests of workers and employers. The purpose of the article is a statistical and expert analysis of the labor market in Ukraine and the formation of promising areas of its development in terms of postwar expectations and the impact of global processes. Statistical analysis of the main indicators of the labor market showed that the share of employees and the wage fund by type of economic activity are approximately the same. While the level of average wages in Ukraine differs significantly from them by type of economic activity. This is the reason for the formation of demand for the relevant professions. Based on expert analysis, it is established that the most popular in Ukraine are specialties in the field of services. There are significant differences in the expectations of employers and the wishes of job seekers. There is a shortage of staff and a gradual alleviation of the problem of ageism. Globalization processes have shifted the importance of the profession towards the acquired skills. On the one hand, the acceleration of automation and the growth of cyber risks have increased the interest of employers in such new specialties related to artificial intelligence. On the other hand, skills such as critical thinking, the ability to analyze, the ability to solve problems, the ability to learn, endurance, resilience to stress, flexibility become more relevant. Russia's military aggression has changed the list of professions that will be most in demand in the postwar period. The main professional directions for the reconstruction of the country's economy are analyzed. These include both highly intelligent (engineers, architects, doctors, lawyers, psychologists, programmers, managers and marketers) and working professions.

The article is devoted to the study of the problem of ensuring the development of the recruiting services market in Ukraine. It was noted that the majority of business entities in Ukraine are unable to perform the entire necessary set of prescribed procedures in the cycle of personnel selection, which requires the involvement of specialized recruiting agencies capable of performing personnel selection at a highly professional level and ensuring the desired final result for the enterprise. Formulated advantages of cooperation of domestic enterprises with recruiting agencies. It has been established that the most widespread recruiting services in Ukraine are: Recruitment, Executive Search, Headhunting, Personnel Leasing, Preliminary and Outplacement. An essential and meaningful description of the main recruiting services is provided and their main advantages and disadvantages are outlined. Basic pricing models used by recruiting agencies are considered. It was noted that the cost of personnel recruiting services in Ukraine varies in a very wide price range and depends on a number of aspects. The main stages of the recruiting process are established and the principles of providing recruiting services are given. It is noted that their strict observance is a key factor in ensuring the correct selection of candidates and creating a positive image of the enterprise. The main trends in the development of the recruiting services market in Ukraine have been studied. The key directions for improving the efficiency of recruiting activities have been identified. The essential advantages of digitization of recruiting are outlined. It is noted that in the modern business environment, where competition for talent is an extremely important element of the implementation of a success strategy, the involvement of recruiting agencies becomes a very relevant tool for supporting organizations in ensuring effective HR management. At the same time, the provision of various recruiting services becomes a critical component of the successful selection and retention of talent, and the involvement of recruiting agencies is an extremely important strategic initiative for organizations, which allows for effective personnel management in today’s extremely complex conditions.