RUDN Journal of EconomicsRUDN Journal of EconomicsВестник Российского университета дружбы народов. Серия: Экономика2313-23292408-8986Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)4729510.22363/2313-2329-2025-33-3-404-426FNFYXIDIGITALIZATION OF THE GLOBAL ECONOMYЦИФРОВИЗАЦИЯ МИРОВОЙ ЭКОНОМИКИResearch ArticleUpcoming contours of the banking sector in the context of the digital evolution of the financial marketКонтуры банковского сектора в условиях цифровой эволюции финансового рынкаhttps://orcid.org/0000-0002-9640-74758347-7075TuruevIgor’ B.ТуруевИгорь Борисович

doctor of economic science, professor, Department of international finance

доктор экономических наук, профессор кафедры международных финансов

i.turuev@inno.mgimo.ruhttps://orcid.org/0000-0003-4638-4647574669955008540-0878ShashkinaEvgeniya O.ШашкинаЕвгения Олеговна

Candidate of sciences in economics, Department of International finance

кандидат экономических наук, кафедра международных финансов

shashkina.e@inno.mgimo.ruMoscow State institute of international relations (MGIMO University)Московский государственный институт международных отношений15112025333Modernization and innovation: new challenges for the worldМодернизация и инновации: новые вызовы мировой экономики40442625112025Copyright ©; 2025, Turuev I.B., Shashkina E.O.Copyright ©; 2025, Туруев И.Б., Шашкина Е.О.2025Turuev I.B., Shashkina E.O.Туруев И.Б., Шашкина Е.О.https://creativecommons.org/licenses/by-nc/4.0https://journals.rudn.ru/economics/article/view/47295

The study raises the problem of changing landscape of the banking sector in view of upgraded ways of interaction between financial intermediaries and their clients and financial product engineering in the digital era. The relevance is determined by the weakening positions of traditional banks and the need to develop a competitive strategy. The research is aimed to identify a list of main directions of the banking sector adaptation to digital realities. With the help of theoretical systematization method the authors reveal that through digitalization of a banking client customer journey that eliminates physical barriers of money transfer between market participants and through the modification of the banking product profile (including product bundling approach) digital technologies make price, product and sales of distribution competition tougher. Rivalry is also fostered by new market entrants whose organizational and legal status may range from a traditional bank’s digital satellite (with a shared banking license but on a separate brand) to a IT company’s fintech project in partnership with a bank. As a consequence, traditional banks face diminishing operations margins and returns on capital. In order to maintain financial soundness banks should follow the best practices of new entrants’ business model organization, including omnichannel approach, maximum monetization of the bank’s infrastructure, banking services technologization, cross-industry partnerships for “package” sale of products.

Поднята проблема изменения ландшафта банковского сектора с учетом усовершенствования способов взаимодействия финансовых посредников с клиентами и финансового инжиниринга в эпоху цифровых технологий. Актуальность темы определяется ослаблением позиций традиционных банков и необходимостью разработки конкурентной стратегии для них. Цель исследования - сформировать перечень основных направлений адаптации банковского сектора к цифровым реалиям. С помощью метода теоретической систематизации установлено, что через цифровизацию банками клиентского пути, которая устраняет физические барьеры для перемещения денежных средств между участниками рынка, и через модификацию «образа» банковского продукта (в т.ч. с учетом перехода к пакетному предложению услуг) технологии усиливают конкуренцию между банками ценой, продуктом и каналами продаж. Соперничество также нарастает из-за выхода на рынок новых участников, организационный и правовой статус которых может варьировать от «банка-спутника» традиционного банка (с общей банковской лицензией, но на отдельном бренде) до финтех-проекта по предоставлению финансовых услуг в партнерстве с банком. Как следствие, традиционные участники рынка сталкиваются с сокращением маржинальности операций и рентабельности капитала. Для поддержания финансовой устойчивости банки должны следовать лучшим методам организации бизнес-моделей новых участников, таким как омниканальный подход, максимальная монетизация банковской инфраструктуры, технологизация банковских услуг, межотраслевые партнерства для «пакетной» продажи услуг.

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