The article researches the issue of pursuing the innovative product and price policy based on futures trading. It is specified that under the current conditions of destabilization of the economy, the development and use of efficient forms of financial and economic activity in the sphere of product and price policy is particularly important. It is noted that for countries that implement innovative policies for the development of market economy, futures trading plays an important role in the system of formation of transparent and competitive pricing. It is defined that futures trading is an organized form of trade and acts as a key element of ensuring price equilibrium in the market. It is noted that for successful futures trading its participants cannot avoid mastering the techniques of fundamental and technical analysis of the financial, economic, analytical and exchange activities, studying the risk management issues, etc. Knowledge on this issue can be expanded by no other but consulting companies that will provide qualified assistance in relation to this type of entrepreneurship. Therefore, there is currently a problem regarding the in-depth research of the issues of conducting and providing consulting services for the organization of futures activities as a form of innovative product and price policy. The example of consulting activity in the sphere of futures trading of the exchange broker «Svit Invest» is considered and analyzed. The advantages of using futures trading in the product and price system are determined. Practical proposals on the formation of consulting activities in the system of organization of innovative product and price policy on the basis of futures trading are provided. As a result, it is noted that the use of consulting services in futures trading as an innovative form of economic activity will allow entrepreneurial structures to deepen knowledge on this issue, concentrate resource efforts on the most important tasks of the innovation process and save time and money on additional costs.