The article considers certain aspects of capital instruments in the private investment market. In the framework of the Russian digital economy financial technologies in investment services are percieved as a phenomenon - quite widespread, but not adapted to modern realities of the Russian economic community. The relevance of the article is due, on the one hand, to the need to find and apply new funding forms and methods in the private investment market, and on the other hand, to the lack of theoretical and methodological research and empirical basis under the increasing informatization of socio-economic aspects of life. The purpose of the research is to study the main directions of attracting financing instruments in the private investment market in the digital economy context. To achieve this goal, the following tasks were solved to: 1) consider key preconditions for the new financing instruments emergence; 2) characterize new financing instruments in the private investment market in the framework of digital economy and to analyze the preconditions for emergence and distinctive features of crowdinvesting, crowdfunding, crowdfunding and cryptocurrencies; 3) compare new financial instruments with the conventional ones; 4) analyze the perspectiveness of investing in unconventional financial instruments; 5) consider the ways for the further capital instruments development in the private investment market in the context of digital economy. The scientific novelty lies in the author’s interpretation of the current state, development track and analysis of the perspectiveness for investing in unconventional financial instruments: crowdinvesting, crowdlending, crowdfunding and cryptocurrency. Research methodology. The research used the following methods: analysis and synthesis, systematization and comparison, economic and logical analysis and expert survey. Results. The main preconditions for the new financing instruments emergence in the digital economy are considered. The article also gives characteristics to financing instruments and identifies distinctive features and preconditions of crowdinvesting, crowdlending, crowdfunding and cryptocurrency. The results of the expert survey are provided allowing to identify the degree of factors influence on capital instruments development in the private investment market in the context of digital economy. A combination of factors limitating and stimulating new investment instruments development has been analyzed. Ways of capital instruments further development in private investment market in the context of digital economy are proposed.