The financial industry is changing under the influence of digitization. Digital transformation is a process that leads to the development of new innovative products and services and provides users with easier access to their services. In the Republic of Croatia, the financial industry has undergone various changes that have enabled it to further develop and fulfill its obligations ina quality manner. With the aim of developing the financial industry, efforts are being made to encourage investment in the development of digital infrastructure with the aim of achieving a digital formo f business and introducing new products and services. Over the years, various information and communication technologies have enabled the development of the economy. With the emergence of a virtual form of business, the period of digitization and new forms of products and services began. The development phases of information and communication technology can be divided into the development phase of Web 1.0 technology, Web 2.0 technology and Web 3.0 technology. With their development, the digital transformation of the financial industry is enabled, which creates new forms of business and achieves a competitive advantage on the market. As part of the digital transformation, there is the emergence of innovations in the financial industry, which can include the development of FinTech technology, blockchain technology and the digital form of money, cryptocurrency. Digital transformation alsogreatly affects the banking sector, which follows changes in the market. As part of digital changes, electronic banking, mobile banking and Internet banking are developing. With the aim of determining the recognition of users with new products and services offered by the modern financial industry and banking, a research was carried out, which included that there is insufficient knowledge of products and services in digital form among the respondets, both in the field of banking and in the field of other financial institution.