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The article examines the features of banking services for the rural population on the example of the Samara region. The banking sector accumulates significant financial resources of the population, which can be directed to the service area development. In modern conditions, the collected funds are transferred to large cities, making rural areas even more depressed. The study purpose is to determine the features of banking services for the population in rural areas. Within the framework of this, the following tasks are being solved: - the banking services state is analysed on the example of the Kinelsky district of the Samara region; - problems specific to rural areas are identified; - measures are proposed to solve the problems of banking services in rural areas. On the example of the Kinelsky district, it can be seen that large financial resources (more than 500 million rubles) are being withdrawn from the district with the contributions of the rural population. At the same time in rural settlements, banking services are in an inadequate state: Sberbank branches are closed or switched to part-time work. There is a low degree of provision with banking terminals, and the standards for servicing the population are not observed. As a result, the state should more actively regulate the current situation, using economic mechanisms to solve the existing social problem.