The main purpose of the research is the argumentation of the role of marketing in the promotion of financial services and products through digital channels. In the conditions of rapid development of digital technologies and changes in consumer preferences, marketing becomes an integral part of the strategy of promoting financial services. The importance of using digital channels, such as social networks, mobile applications, websites and online advertising, lies in their ability to effectively interact with the target audience and provide personalized offers. Particular attention is paid to new approaches and tools of digital marketing, such as content marketing, SEO optimization, e-mail marketing, as well as targeted advertising, which ensure a high degree of client involvement and allow to minimize the costs of attracting new users. The advantages and challenges of digitalization of financial services are disclosed, such as the need to comply with regulatory requirements, ensure data security, and develop consumer trust in online services. Key trends in the field of financial product marketing are substantiated, as well as recommendations for the successful use of digital channels in the promotion of financial services. The obtained results can be applied in practice by specialists in the field of financial and digital marketing, as well as managers of fintech companies seeking to increase the effectiveness of their promotion strategies.