Introduction. Behavioral economics has been the paradigm of scientific research for the past few years. One of its directions is the financial behavior of the population. Despite the active development of government programs in the field of financial literacy and financial education, analytical reviews in the field of financial behavior demonstrate a set of problems that demonstrate examples of irrationality of households. The problem of the study is the need to assess the transformation of factors influencing the financial behavior of the Russian population. The study aims to deepen the understanding and methodology of the study of the transformation of financial behavior of the Russian population through the prism of systematization of theoretical and empirical research in this thematic area. Methodology. Behavioral research is comprehensive and includes both a theoretical stage and an empirical study. The latter is aimed at proving or refuting the patterns described in the theoretical works of the period under review («theory contradicts practice»). The design of the study includes several stages. The methods used were a systematic review of the literature, an expert method, and a content analysis of theoretical and empirical work on the financial behavior of the Russian population and possible factors of its transformation. The results of the study. As a result of the research, the 5K model allows us to identify the most significant factors determining the transformation of financial behavior. 1998-2000 was chosen as the base period of the study. The definition of a transformational stalemate is given, in which previous behavioral patterns have already exhausted themselves. Stalemate can be caused by both internal and external causes. The transformation of financial behavior is characterized by the following features: updating the purpose of the financial strategy; restructuring spending priorities; changing the structure of the personal budget; attracting new sources of financing; changing the growth rate of personal capital. Conclusions. As a result of the conducted research on the transformation of financial behavior in Russia, we were able to identify the most significant objective transformation factors, which include changes in government policy in the field of income regulation, the availability of financial products and services, the openness of the mega-regulator in conducting monetary policy, the inflation rate, and the availability of social transfers and services.
