How Ukrainians’ Financial Behavior Is Changing: Minfin’s Experience During Wartime

Over two decades, "Minfin" has evolved from a simple currency exchange rate website into a comprehensive financial ecosystem that helps Ukrainians navigate the world of banking, investments, and cryptocurrencies. The portal brings together millions of users who search daily for answers about money — from deposits and loans to government bonds and stablecoins.

In this interview, the "Minfin" team shares how Ukrainians' financial inquiries are changing, what users are discussing in reviews and on the forum, and which financial trends are likely to shape the coming years.

"Minfin" has been one of the key players in Ukraine's fintech landscape for over two decades. During this time, the platform has grown from a currency rate aggregator into a multifunctional financial service and media outlet. How do you define the project's mission today? Is it primarily a service, a media platform, or something else?

Today, Minfin.com.ua is more than just a financial portal — it’s Ukraine’s leading platform for investors, helping people make informed financial decisions. Our mission is to create a transparent, accessible, and trustworthy financial ecosystem that connects users, experts, banks, brokers, and issuers.

We combine the functions of a service, a media outlet, and an analytical hub. Users visit not only to check currency rates or compare deposit terms, but also to access in-depth analytics, up-to-date investment ideas, market reviews, and to engage with a professional community.

Our goal is to promote an investment culture in Ukraine by making financial tools accessible and understandable to everyone who wants to grow their savings. We believe that strong investors are the foundation of a strong economy.

What are the most common user inquiries now? How have they changed compared to a few years ago?

In the past, most users came to "Minfin" primarily for exchange rates or to find a good loan offer. Now, the interest is much broader. People are no longer just looking for “the cheapest option,” but for “the safest” and “the most effective way to manage their money.”

We’ve seen rising demand for analytical content, investment topics, reviews of banking and insurance products, and ratings of microfinance organizations and deposits. In wartime conditions, users have become more cautious about the reliability of banks and information sources, deposit terms, crypto exchanges, and online services.

Overall, Ukrainians have adopted a more pragmatic financial behavior: they expect not just fast services but also data security and trustworthy, verified information. That’s exactly what we aim to deliver every day.

How has audience interest changed during the war?

It’s clear the war has significantly impacted user inquiries. Demand for information about deposits has multiplied — it's now the main tool for Ukrainians to preserve their savings.

Other top interests include government bonds, real estate (especially abroad), and cryptocurrency — not only as an investment tool but also as a convenient way to transfer funds.

Interest in stock markets has somewhat declined — due to regulatory restrictions and shifting priorities during wartime. Still, a stable audience continues to follow global market trends.

Users actively leave comments and reviews on the portal. What are the most discussed topics in the "Bank Reviews" section?

We’ve identified several trends:

• First, complaints related to financial monitoring have increased. Previously, most issues were about court-ordered account blocks, but now the main cause is banks conducting checks after crypto transactions or withdrawals from online casinos.
• Second, there are more complaints about online customer support: users want to talk to live operators, not bots, and they expect genuine help instead of templated responses.
• Third, there are more inquiries from military personnel and their families — mostly regarding account blocks, financial monitoring, and the inability to resolve issues remotely.

Additionally, more people are raising concerns about being unable to close accounts online — a particularly pressing issue for those currently living abroad.

What do users discuss on the "Currency Forum"?

Previously, the forum was mainly for discussing exchange rates, but now there are more social and everyday-life topics. People often share experiences about banks issuing old banknotes or closing branches during air raid alerts.

On the financial side, discussions focus on war bonds, deposits, and the question of “where to store savings.” Last year, heated debates even arose over which is more profitable — a deposit, government bonds, or cash “under the mattress.”

At the same time, forum activity has declined due to the war: some users have been mobilized, others have left the country, or simply grown tired of constant discussions. Still, we value that the forum remains active — it’s a space where people can share experiences, get advice, and feel supported.

What "red flags" tell you not to work with a potential partner?

First and foremost — lack of transparency. If a company isn’t open about its goals, disregards the law, manipulates information, or tries to “sell at any cost” — it’s unacceptable to us.

We only work with those who share our principles of responsibility, honesty, and trust. Long-term partnerships are only possible when the user is at the center of attention.

What does a typical day in the "Minfin" editorial team look like?

The war has shattered the concept of a “typical day.” Now, what used to be an emergency has become routine: working under air raid sirens, covering for colleagues, maintaining a steady pace no matter what.

Each morning starts with a planning meeting — we discuss topics, news, and share ideas. Then the team moves into full work mode: journalists write articles, news editors monitor feeds, editors edit content. Some team members work from abroad, but we stay constantly connected. This gives a sense of stability — something everyone needs right now.

If you had an unlimited budget for one experiment on "Minfin," what would it be?

We already have our own investment project, where "Minfin" invests real funds in the stock market and crypto, publishing the results. This allows readers to see our actual gains or losses — and therefore, trust our analytics.

If we could launch a large-scale experiment, we’d like to build a real Financial Lab inside the newsroom — a space where analysts, journalists, IT specialists, and financial advisors work together on AI solutions, interactive indexes, and educational simulators.

The goal would be to turn "Minfin" into an active hub that not only informs but also empowers every Ukrainian to become more financially literate and independent.

What trends do you think will shape financial services in the next 2–3 years?

Artificial intelligence is undoubtedly the leading trend. It’s already transforming the speed and quality of financial services.

Alongside this is a growing demand for personalization: people want to solve any financial issue — from paying utility bills to investing — quickly, conveniently, and securely.

Ukrainians remain highly demanding when it comes to service quality, and the companies that can maintain a high standard even in difficult times will become market leaders.

Conclusion

"Minfin" is not just a service or a media outlet. It’s a platform that adapts to wartime realities, launches new formats, supports the community, and helps people preserve not only their money but also their peace of mind during turbulent times.

Financial literacy is no longer optional — it’s a vital necessity. And "Minfin" is confidently guiding Ukrainians along this journey.