THE NEXUS OF FINTECH, TRUST AND CYBERSECURITY: STRATEGIC PATHWAYS FOR SUSTAINABLE DIGITAL BANKING COMPETENTIVENESS

The paper examines the key factors influencing the adoption of digital banking in the context of rapid technological advancements and changing consumer expectations. The aim of the study is to identify behavioral and institutional determinants that shape digital banking development. The analysis is based on theoretical models and recent empirical data, including insights from the 2025 TAB Insights ranking. A qualitative and comparative approach is applied to assess how factors such as perceived ease of use, perceived usefulness, trust, and cybersecurity concerns impact user adoption. These behavioral drivers are examined in relation to demographic variables such as age, education, income level, and digital literacy. At the institutional level, the integration of artificial intelligence, personalized platforms, open banking initiatives, and ESG product offerings are analyzed as mechanisms for enhancing operational efficiency and customer engagement. Special attention is given to the importance of resilient cybersecurity infrastructures in mitigating risks such as data breaches and AI-generated cyber threats.The findings suggest that sustainable competitiveness in digital banking relies not only on technological innovation but also on the alignment of financial services with user values, digital inclusion, and regulatory compliance.