The rapid development of digital financial technologies in Ukraine leads to the emergence of new risks and to significant consumers’ losses in the financial market. The aim of the study is to develop strategic directions of state policy of consumer protection in the digital financial services market considering the best world practices and features of the financial system of Ukraine. System scientific analysis was used to study the possibilities of implementing international quality standards for digital financial services in Ukrainian legislation. The method of statistical analysis of data was used to form the imperial basis of the study. Based on the global experience and taking into account the peculiarities of Ukrainian fintech market the state policy should consist of three strategic directions: 1) create a system of legal regulation of the mechanism of protection of consumers’ rights of digital financial services; 2) introducing a risk-oriented approach to regulating the digital financial services delivery process to consumers; 3) strengthening of digital financial literacy and public awareness. Such state policy will form a reliable system of consumer protection in the digital services market in Ukraine.

The proposed study, by using cluster analysis, presents the unique methodology for determining the level of efficiency of banking systems in terms of crisis. It identifies a cause and relationship of various derivatives when applying the specialized tools to regulate the level of stability of the banking system. The proposed methodology assists in applying the presented studies to track the trends of governmental strategies in regulating the banking market applying the financial and performance indicators. Furthermore, this article presents the innovative methodology when assessing the level of effectiveness of national banking systems in relation to other countries, by carrying out the evaluation of the efficiency of governmental regulations compared with various international banking systems during the period of 2004-2009, and the implementation of the results by received economic interpretations.

The article assesses the influence of foreign banks on the financial and economic security of Ukraine. A scientific and methodological approach to the determination of the influence of foreign banks on the financial and economic security of the state using the correlation and regression analysis as well as scenario approach is offered. Such approach reflects mutual links between the indicators of foreign banking and the main indicators of financial and economic security of Ukraine. On the basis of analysis of foreign banking development, the indicators of financial and economic security of Ukraine have been forecasted. Positive and negative consequences of such influence in conditions of cyclic and crisis development of the national economy and bank system have been substantiated.

The article presents the results of empirical research of rights protection of consumer of financial services in Ukraine. It revealed the scope and nature of the violations of the rights of financial services consumers, and the actions of the respondents for the protection of their rights. Special attention is focused on identifying the level of financial literacy of people and finding effective tools of consumer rights protection. The need for the development and adoption of the National Strategy for rights protection of consumers of financial services market and increasing of financial literacy were proved.