The relevance of the work is due to the rapid changes that occur in the market of innovative financial services (IFS) and the need for specialists in inexpensive and high-quality training that meets market requirements. Using methods of structural analysis and design technique, the authors investigated the features of the IFS and the traditional process of training specialists in the field of IFS, and also built a process model. Choosing the parameters of accessibility, adaptability and quality of training for evaluating the learning process, the authors identified the shortcomings of the traditional process, for the elimination of which the concept of the process transformation based on the use of the adaptive learning mechanism was proposed. At the same time, in order to increase the flexibility of training, it was proposed to use program concepts instead of training programs that would correspond to the most general requirements of the IFS market without limiting the possibility of changing training programs when changing market requirements. The concept of transformation of the learning process was developed on the basis of four principles (taking into account the individual characteristics of students, accounting for changes in market requirements, minimal use of manual labor and minimal use of inflexible learning technologies) using digitalization methods. The final model of the updated process allows to significantly improve the quality and reduce the cost of training through the use of an adaptive learning mechanism based on digital technologies and providing personalized training adapted to the level of knowledge, skills, abilities and patterns of student behavior.