Last years we have witnessed the emergence and penetration of peer-to-peer lending and crowdfunding online platforms. In line with gaining popularity tendency for shared offering and usage of services, examined technological innovation creates favorable conditions for development of a new model for financing. In it the role of traditional financial intermediaries is taken by virtual platforms providing higher returns, fast liquidity and minimal transactional costs. The subject of the study is the regulatory treatment of shared financing platforms, as well as certain challenges related to their effective supervision. The research focuses on some of the most popular EU crowdsourcing platforms, including these with Bulgarian market presence.