Subject. Transformation of the activities of commercial banks in Russia under the influence of digitalization of financial services and its impact on the financial behaviour of various customer groups in the period 2022–2024. Objectives. To identify the extent to which the product and technological policies of Russian banks affect the financial behaviour of different customer categories in current economic conditions. Methods. The study employs retrospective analysis, as well as instrumental methods of statistical data processing and sociological research. The following methods were applied: comparative analysis, economic-mathematical modelling, and content analysis. Results. A paradoxical effect has been identified: a simultaneous increase in the level of digitalization of banking services alongside a deterioration in household credit burden indicators. At the same time, 89?% of customers actively use mobile banking, and one in four borrowers (23?%) hold three or more active loans – which points to persistent issues with financial literacy. Special attention is paid to the analysis of the development of standardization of banking products. Conclusions and Relevance. The impact of the banking sector is of a dual nature: on the one hand, digitalization of services (mobile banking, online lending, robo-advising) has significantly increased the accessibility of financial instruments; on the other hand, it has contributed to higher risks of over-indebtedness and cyber fraud. The results can be used to develop or optimize an existing banking risk model.
Keywords: bank, finance, digitalization, investments, customer orientation
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