Annotation: The article examines the leading experience of functioning of the financial technologies market and identifies trends in its development: high world level of introduction of financial technologies, growth of innovations in financial technologies, the most popular sectors of investment of funds. The chronology of development and the current state of the global market of financial technologies are investigated, namely: the global volume of transactions in key fintech spheres; global fintech investment activity; the level of penetration of fintech services in the world; distribution of fintech initiatives by direction. Based on the assessment of trends in the functioning of financial technologies in the developed countries of the world, the main directions of its development in Ukraine have been proposed, namely: integration of various channels of communication and sales in order to form a single communication environment and directions of personification in the financial sector.