Abstract: The article considers the key task of modern enterprises — optimization of investment processes, which occupies a priority place among the challenges on the way to sustainable development in the context of the global market environment. Special emphasis is placed on studying the etiology of the concept of "investment potential" and determining methodological tools for its assessment, which is directly related to solving current socio-economic challenges. In the process of assessing the investment potential of an enterprise, the investor focuses on key financial metrics. The capabilities of modern financial technologies have been systematized, which allows us to simplify analytical procedures for assessing investment potential. Assessment of the enterprise's potential is determined by multi-level: the foreground determines the basic, quantitative, scenario approach to risk assessment. It is emphasized that fundamental analysis dominates and is reduced to a thorough study of the enterprise's financial statements and the situation in order to assess real capitalization; at the same time, quantitative approaches use mathematical models to identify hidden patterns in data. The importance of implementing methodological tools in the context of the digital economy for mastering strategies for developing the investment potential of an enterprise on an innovative basis is emphasized. In the modern digital economy, the key aspect is the use of financial instruments to assess the investment potential of an enterprise. The assessment process shows the impact of digital investments on increasing employee productivity, optimizing business processes, and increasing operational efficiency. The relationship between the growth of an enterprise's capitalization and increasing investment productivity in the context of digitalization is obvious. In the digital economy, the dynamics of income, which is determined by the indicator of the investment potential and competitiveness of the enterprise, acquire particular importance. Thanks to multi-level business models, global presence, and the introduction of new technologies — the Internet of Things, artificial intelligence, cloud solutions, and mobile platforms — enterprises demonstrate exponential growth in income. Global investments in the digital economy are recognized as a decisive factor influencing the development of the investment potential of an enterprise at the international level.