The article is devoted to the peculiarities of the development of fintech and the need to create innovative products and services, as the COVID-19 pandemic significantly affected the identification of vectors for the formation of financial technologies and innovative products and contributed to their development. It is established that with the development of new technologies the competition in both banking and non-banking segments of the financial market increases. The main goal of key players in the financial ecosystem is to meet the needs of end users, who in the process of their activities require the use of various financial instruments to achieve their own goals. Based on the determination of the impact of the components of the fintech products ecosystem, the importance of each of them for the development of the fintech products ecosystem has been established, especially in the context of the Covid pandemic. The dependence of the used potential of fintech products ecosystem development on its components by countries has been researched.Calculations show that based on the economic content of the growth parameters of the ecosystem of fintech products by 1%, with the stability of all other components, the production of fintech products will increase by 0.29%. Increasing the efficiency of regulation by 1% will increase the scale of production by 0.16%. In turn, the scale of production will increase by 0.72% due to a decrease in corruption by 1% with the same value of other components. And increasing the efficiency of regulatory and legal support by 1% will increase the scale of production by 2.31%. The success of the whole ecosystem depends on the coordinated, mutually beneficial work of the participants, which is based on openness and respect for the interests of the participants. The needs of all economic activity subjects must be met through the provision of appropriate financial services by members of the financial ecosystem.
