Il'ia Kartovitskii

$('.payment-innovation .item').css('opacity', 0);

$('.payment-innovation .list-block__head').click(function() {
  const $this = $(this);
  const $items = $this.closest('.list-block').find('.item');
  const visible = $this.toggleClass('visible').hasClass('visible');
  const duration = 400;

  $items.each((i, n) => $(n)
    .delay((visible ? i : $items.length - i - 1) * duration)
    .animate({ opacity: +visible }, duration)
  );
}).click();