The article summarizes the theoretical foundations and defines the role of banking innovations in the system of ensuring the competitiveness of banks. It has been found that in recent years there has been a trend in the banking sector, which indicates that the traditional business model of the bank, based on a regionally branched network of branches, is becoming increasingly inefficient, as rising costs are not supported by rising efficiency. It is noted that banks are sensitive to the process of economic instability, which manifests itself as a loss of financial stability, reduction and deterioration of customer base due to falling solvency, on the one hand, and loss of confidence - on the other, which collectively affects financial performance and competitiveness . It is outlined that in such circumstances banks face an important task of forming a strategy to increase competitiveness, which will ensure not only maintaining but also strengthening market positions through a clear understanding of the structure and dynamics of the financial services market in general and its banking segment in particular. The study emphasizes that innovation as a field of activity, and hence banking innovation in particular, is actively developing. The relevance of new implementations and ideas, especially those already used by foreign banking institutions, and still little known in our country, as opportunities to ensure a high level of bank competitiveness, has been studied. Accordingly, the study highlights the exceptional role of bank investment in the system of ensuring the competitiveness of the bank. Therefore, further research in this direction is important, because the introduction of banking innovations is a very dynamic process. In addition, not all innovative solutions become widespread, and successful banking innovative solutions in some countries may go unnoticed in others.