The development of digital technology in the field of finance and banking is creating drastic changes to the behavior of consumers when accessing financial products and services, thereby changing the way financial institutions provide, manage, and develop services in the market. In recent years, the financial system, and the banking industry has experienced multiple positive changes in the application of technology to products and services. This is an inevitable trend, but also implies challenges. The article reviews innovation process from designing, developing, and providing banking services in the era ofIndustrial Revolution 4.0, challenges for banks and offers some solutions.