Introduction. The problems of efficient functioning of financial intermediaries in general and integrated financial intermediaries - financial supermarkets in particular, which are created as a result of integration-convergent processes in order to expand the spectrum of financial services, are today topical issues that should be in the field of scientific research. Purpose. Finding out the place of financial supermarkets among financial intermediaries operating in the financial market and the theoretical substantiation of their role in building a model of the system for improving the quality of financial services. Results. The tendencies of development of financial intermediaries in the conditions of globalization are determined and on this basis the factors, which determine the transformation of their functional purpose, are substantiated. The analysis and systematization of theoretical and practical aspects connected with the estimation of prospects of financial supermarkets in comparison with traditional methods of realization of financial services is carried out. The advantages and disadvantages of functioning of financial supermarkets and the main barriers that hinder their proliferation on the financial market of Ukraine are determined. Conclusion. Financial supermarket is a new form of distribution of financial services that meets the economic and technological requirements of the modern world. Principal features that distinguish it from other financial intermediaries give it a number of competitive advantages. However, domestic realities show the existence of a large number of barriers that impede the creation and development of financial supermarkets in Ukraine. Overcoming them will allow the expansion of the market of integrated financial intermediaries and lead to the development of new forms of functioning of financial capital.