DIGITAL TRANSFORMATION OF THE FINANCIAL MARKET: RISKS AND OPPORTUNITIES

The introduction of modern digital technologies into the practice financial market entities contributes to resolution contradictions in economic relations between suppliers and consumers products by forming a local compromise. digitalization services helps increase physical tariff accessibility services, reduces costs company expand its client portfolio. However, it should be noted that production, sale consumption business processes companies are associated with additional risks for all participants relations.
 Purpose. Study opportunities an effective strategy consumer context transformation market.
 Methods methodology. article used methodology conflict-compromise management relations, general theory risk, as well content analysis literature on research problem.
 Results. Results were obtained confirm hypothesis various will lead process disintermediation, which inevitably traditional models companies, revision factors affecting formation profits need form patterns responsible behavior transformation.
 Practical implications is advisable apply results involved functional strategies companies.