The prospects for economic growth in the Republic of Moldova depend imperatively on the financing of entrepreneurship, especially from the internal sources provided by the financial-banking system. Under the influence of various factors, changes have taken place in the competitive environment of the banking products market, which must be analyzed and taken into account from the perspective of ensuring the economic development of different branches, as well as the economy as a whole. In this study we aim to analyze the market forces of financial - banking products, the process of adaptation and innovation of banking products in the new competitive context.