Importance The analysis of the banking sector shows that banks are competing fiercely for new corporate and retail customers. This necessitates maintaining their competitive advantage, which to the fullest extent can be achieved by means of innovative banking products and technologies introduction requiring special attention to security matters. Particular emphasis is on blockchain technology implementation. Objectives The aim of the paper is to explore the banking sector to the extent of its digitalization, define trends in and prospects for innovative banking products and technologies, the blockchain technology in particular. Methods The paper draws on general and special scientific methods and techniques that include comparison, analysis and dialectics. Results We formulate existing problems and contradictions in the regulation of relationships under investigation, define ways of further development of information technologies in the banking sector and prospects for their perfection. Conclusions In future, information technologies can become one of the main tools of credit institutions vying for new consumers. Therefore, banks' priorities are to integrate state-of-the-art information technologies into their business processes and to develop new business models. This will enable both customer acquisition and retention with reduced operating costs and promotional budgets.