Digital technologies impact innovation into all areas of society, changing socio-economic relations, put demands on qualification of university graduates. The need to build the competences of educators and students in relation to digital education is acute, the range of strategies proposed to achieve this outcome. A new education system is forming. It is characterized by blending online learning with traditional approaches. Online learning and teaching marketplaces have become the primary source of knowledge all over the world. Vectors of digital transformation, core university processes, and workflows are included in the scope of the study. The article proposes ways to advance business model of university through digitalization and possible sources of funding.