Distribution channels as part of the bank's organizational structure have become one of the key factors for the functioning and development of the placement of all banking products and services. Due to their importance for the overall operation of banks, they are subject to continuous changes that are stimulated by the development of digital technologies. They represent the backbone of the development of the digital economy and are based on inherited concepts and the practical application of information and communication technology. Digital disruption consequently revealed new forms of business, which did not bypass even the banking sector. In accordance with the aforementioned trend, which is also present in the Croatian banking market, Privredna Banka Zagreb has increasingly digitized its operations in recent years. Changes caused by the development of digital technologies can be visible in the upgrades of existing systemsas well as the introduction of new innovations to the market.In this way, PBZ provides its clients with better quality and more accessible distribution of products and services, and it tries to profile itself as a market leader in the introduction of new developments in the sector. Consequently, the implementation of new digital solutions as well as the harmonization of service distribution proved to be inevitable in the competitive race between banks and other fintechmarket participants.