Subject This article explores the issues of nexus and interaction between the digitalization of the economy and finance of individuals in Russia. Objectives The article aims to describe and analyze the impact of critical digitalization activities on the cash flow of the population. As well, it aims to identify ways and formulate proposals to improve the efficiency of the digital economy and the material well-being of the country's individuals. Methods For the study, we used empirical, systems, analytical, statistical, and other epistemological methods. The article is based on factual materials concerning the digitalization of the Russian economy and the world. Results The article shows the real sources and mechanism of financing of the digital economy of Russia. It offers an original view of the impact of the country's digitalization on the material condition of certain segments of the market society. The article also proposes certain ways to improve the management of the balance of sources of digitalization of the economy and improve the efficiency of finance of individuals. Conclusions and Relevance Today, the digitalization of the Russian economy is due to the price mechanism of redistribution of the population's money resources in favor of the State and IT business. This situation worsens the financial well-being of the majority of citizens. To overcome the situation, it is necessary to radically change the financial policies and principles of the regulator taking into account the interests and material capabilities of the Russian population majority. The results of the study can be used to further develop and implement financial policies, financial management of the population, business and government structures, as well as for the benefit of the Russian secondary and vocational education systems.
Keywords: digital economy, personal finance
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