The article considers the modern approaches to the analysis and evaluation of financial stability of Russian companies to study the effectiveness of cash flow management. A comparative analysis of the financial stability of organizations of the Russian Federation and the Republic of Bashkortostan is conducted using a system of indicators based on the coefficient method. Identified trends show a decrease in the deficit of financial stability and its own funds, which hinders the development of investment activity and the expansion of the productive capacity of Russian companies.

The article considers modern conditions of financial support of reproductive processes. Due to the high concentration of financial market infrastructure in the central and "raw" regions of the country and the hypertrophied development of the financial sector, the timely and full implementation of regional programs for social and economic development is complicated, which indicates a high differentiation of regions in terms of financial provision and development of financial infrastructure. Clustering of the aggregate of the regions of the Russian Federation on the basis of selected economic indicators having a significant range of the coefficient of variation has been carried out, and the need for the development of the regional infrastructure of the financial market is substantiated.

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The financial services sector has undergone major changes in recent years as a result of new technologies.Business processes in the creation of a banking product, building a longterm strategy and successful project activities are moving into a digital interactive model of interaction in the digital environment.In the emerging markets there are FinTech start-ups in areas such as the service of individuals and private capital management, which are in the lead at the expense of customer-friendly services. Financial technologies are radically changing the competitive environment of financial institutions and the structure of their functioning markets, reducing the branch network of banks, the number of employees in the financial services sector, while expanding their provision in real time, creating conditions for multifunctional digital banks with a low base of current costs by simplifying traditional systems.The FinTech segment of the capital market contributes to the formation of a new business model, offering users a personalized service option combined with lower fixed costs and price parameters.The research presented in the scientific article on the basis of monitoring the practice of financial technologies in the Russian banking system, allows to identify current trends and trends in the development of financial services in the new digital competitive environment, which should be taken into account by the bodies of state regulation and banking supervision. 1. Introduction

The article analyzes the factors of the macroeconomic environment that affect the level of the investment potential of the national banking system in modern conditions. Investment potential is a quantitative indicator assessing the availability of certain resources and their sufficiency to meet investment demand and investment activities. It is the investment opportunities of commercial banks that acquire special significance for economic growth, and therefore it is extremely important to develop an up-to-date mechanism for developing and realizing the investment potential of the Russian banking sector. The situation with long-term financing of the real economy is aggravated by the introduction of sanctions, which led to the closure of access to the Russian banks for international capital markets for borrowing “long” money. Issues related to the definition of the investment potential of the banking system and the evaluation of formation factors are widely considered in the scientific literature. However, there is no general definition and unified methodology for assessing the investment potential of the banking sector. All this testifies to the urgency of the scientific problem of developing assessment tools and forecasting investment potential, taking into account all possible factors affecting its magnitude. To determine the points of investment potential growth on the basis of correlation-regression analysis, a three-factor model for forecasting investment activity and expanding the potential of Russian commercial banks was formed.