The finance app insights report: 2025 edition

The finance app
insights report:
2025 edition
REPORT
Deep-dive into scalable
user acquisition

The finance app insights report: 2025 edition
2
Contents
Introduction: Mobile gaming reaches a new level
………………………..3
AI across the finance app ecosystem …………………………………………… ….5
Adjust Growth Copilot: Your AI partner for app grow th.6
Finance app trends to watch
…………………………………………… …………………7
Global overview of finance app performance 8
Methodology ………………………………………………………………………………….. 9
Key takeaways
…………………………………………… ………………………………….10
How finance apps attract, engage, and retain users
…………. . 11
Install patterns and sessions …………………………………………… …………….12
The economics of finance app growth ……………………………………….. 20
Cost per install, impression, and click, partners p er app ………….. 21
Conclusion ……………………………………………………………………………………33

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INTRODUCTION
Finance app growth recalculated
Building on 2024’s momentum, the global finance app market has entered a new phase of growth and maturity. Consumers now
rely on mobile platforms for a wide range of financ ial activities, fueled by rising smartphone adoption, artificial intelligence (AI) and
blockchain innovation, and the shift to cashless pa yments. Financial institutions are broadening digit al channels to meet demand,
while fintech startups and super apps compete on us ability and speed. Banks are upgrading mobile offerings as regulators adapt
frameworks to balance innovation with compliance. T hese dynamics have translated into measurable growt h.
Global finance app
downloads
reached 7.35 billion in 2024, while total time spe nt in-app rose to 21.4 billion hours. By 2034, personal finance app
revenue
is projected to reach nearly $12.6 billion.
Growth remains strong across all finance app subver ticals. Consumer
banking apps surpassed 2 billion downloads in mid-2 025
. Payments are
diversifying across digital wallets, peer-to-peer t ransfers (P2P), and instant-
payment networks, with
global payments revenue expected to exceed $3
trillion by 2028. Crypto and trading apps have reco vered gradually since
the 2022 downturn, supported by easing inflation an d renewed investor
confidence. Industry reports estimate that there ar e over
580 million crypto
users
in 2025, with 78% using mobile-first exchanges. St ock-trading apps
generated revenue of
$24.7 billion in 2024 , posting double-digit year-over-
year (YoY) growth.
As the market expands and user behavior becomes mor e dynamic,
measurement is evolving to keep pace. Finance apps operate in fast-
changing environments. As a result, separating true marketing impact from organic demand has become increasingly difficu
lt. High-value user
segments and strong acquisition incentives also att ract fraud and attribution
manipulation, making clean experimentation, advance d modeling, and
validation essential to prevent budget misallocatio n. Success depends
on holistic, privacy-ready measurement and attribut ion, complete with
proactive fraud prevention. Solutions for deep link ing, predictive analytics,
incrementality testing, and next-generation, AI ins ights are also increasingly
critical.
Adjust’s benchmarks and insights are designed to he lp finance app
marketers navigate this complex, competitive ecosys tem. By combining
data, context, and expert analysis, this report equ ips teams to measure
performance accurately, optimize UA and retention e fforts, and build
sustainable growth moving into 2026.

The finance app insights report: 2025 edition
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Tiahn WetzlerDirector,
Marketing
“ Financial services are built on trust, and the same principle applies
to how finance apps grow. Sustainable growth depends on precision,
innovation, and understanding where real value comes from. The
strongest teams turn complex data into clear, actionable insights,
combining intelligent automation with reliable attr ibution to ensure
every decision drives measurable outcomes. In a market defined
by credibility, Adjust empowers marketers to make fast, confident
decisions that build lasting value.”

The finance app insights report: 2025 edition
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Application areaHow it works Impact
Fraud detection Machine learning (ML) models analyze transaction, b
ehavioral, and
device data in near real time to flag anomalies and block or escalate
suspicious activity. AI can reduce fraud and false positives, improving trust and reliability.
However, model performance depends on data quality, and human
review is still essential to catch edge cases.
Credit scoring AI systems evaluate creditworthiness using traditional financia
l data
plus alternative indicators (e.g. telecom usage, utility payments ,
education records). This approach enables faster, data-driven lending decisions and
broader access to credit. But model bias, regulatory limits, and
transparency requirements must be managed.
Generative AI and
chatbots Large language models (LLMs) generate user-facing s
ummaries,
answer queries, and automate support via text and v oice interfaces (in
limited / pilot deployment). These systems improve responsiveness and support sc
alability and
often operate under human supervision, especially in complex or risky
contexts.
Personalization Predictive analytics recommends offers, insights, or actions tail
ored to
individual behavior, goals, and transaction pattern s.Personalized experiences enhance relevance and enga
gement.
Constraints include privacy laws, data sparsity in some markets, and
the need to avoid overfitting or intrusive nudges.
Compliance
automation AI supports Know Your Customer (KYC), Anti-Money Laundering
(AML), transaction monitoring, and risk scoring by
analyzing large
datasets using explainable and auditable models. Automated compliance reduces manual burden, and enh
ances
consistency. High-risk decisions must still pass human review. Model s
also must be retrained to mitigate drift.
AI is becoming a standard component of how finance
apps operate, with adoption shifting from isolated pilots
to integrated, production-level systems. Today, the focus is on building AI solutions that are transparent, compliant
with evolving regulations, and able to deliver meas
urable
business outcomes.
AI across the finance app ecosystem

Finance app marketers work with regulated, high-volume
data across multiple channels and KPIs. Getting timely,
accurate insights is critical, but manual reporting often slows
the process. Adjust Growth Copilot solves this by turning
performance and attribution data into plain-languag e insights
directly within the Adjust platform.
Ask. Analyze. Act.
Get quick answers to key business questions like:
•
Which campaigns drove the most valuable
users this week?
•
How did retention vary across regions last
quarter?
•
Are there anomalies in install or session trends
for our campaigns? Smarter insights, faster action
Growth Copilot highlights shifts and anomalies
efficiently, visualizes key metrics, and compares results
across cohorts and channels, all in one place. Its clear,
shareable dashboards make it easier for teams to
collaborate and align on next steps.
Made for agile teams
Designed for speed, accuracy, and compliance,
Growth Copilot streamlines reporting, reduces manua l
work, and makes insights accessible across marketin g,
analytics, and compliance functions. Adjust Growth Copilot is now in open beta.
Adjust Growth Copilot: Your AI partner for app growth
The finance app insights report: 2025 edition
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The finance app insights report: 2025 edition
7
Embedded finance
Financial services are moving beyond standalone apps. Payments,
loans, and insurance are increasingly built into e- commerce, mobility,
and lifestyle platforms, enabling frictionless tran sactions. The
embedded finance market value is projected to reach
$690 billion by
2030
, according to recent forecasts.
Open banking
Open banking is expanding into open finance, giving users unified
access to their financial data across services. Through secure APIs, they
can view accounts, investments, and insurance in one place. The global
open banking market size is expected to reach around
$135 billion by
2030
.
Financial inclusion and literacy
Finance apps are broadening access to essential services in
underserved markets. Tools for micro-investing, credit building , and
gamified saving are helping users manage money more confidently.
Financial wellness is now a key product goal for many brands. Regulatory tech (RegTech)
Compliance is becoming a built-in feature, not an afterthought.
Apps are automating KYC, AML, and transaction monitoring to
meet evolving global standards. Biometric verificati
on and consent-
based data flows improve trust and transparency, while reducing the
operational costs of manual checks.
Super apps
Super apps have long been central to digital finance in many parts
of Asia, combining payments, savings, and investing within a single
platform. Their influence is now shaping global fintech design.
Western finance apps are increasingly adopting modu lar ecosystems,
integrating multiple services through partnerships and APIs to offe r
similar convenience and retention advantages.
HERE ARE FIVE FAST-MOVING TRENDS SHAPING HOW USERS SAVE, SPEND, AND INVEST:
1.
2.
4.
5.
3.
Finance app trends to watch

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Global overview of
finance app performance
Finance app install and session growth January
2023 – August 2025 (Global)Finance app install and session growth percentages
by region YoY H1 2025 vs. H1 2024
80%
70%
60%
50%
40%
30%20%
10% 0%
-20% -10%
Global
35% 35%
42%
16%
59%
70%
42%
8%
15%
APAC Europe MENATLATAMNorth America
Installs
Sessions
APR 23
APR 25
MAY 23
MAY 25 JUN 25 JUL 25
AUG 25 JUN 23
JUL 23
AUG 23 SEP 23
OCT 23
NOV 23 DEC 23JAN 24FEB 24
MAR 24 APR 24
MAY 24 JUN 24 JUL 24
AUG 24 SEP 24
OCT 24
NOV 24 JAN 23
JAN 25 FEB 23
FEB 25
MAR 23
MAR 25 DEC 24
Installs
Sessions
-2%
-15%
-8%
Global finance app activity continued its upward trajectory YoY
in 2024, with installs up 27% and sessions by 24%. Compared
to 2024’s average, installs peaked in April (+36%), then dipped
midyear before rebounding in May 2025 (+8% vs. H1 average) and
August (+10%). Sessions maintained steady growth, accelerating in
late 2024 (+15% in December). YoY in H1 2025, LATAM (+59% installs, +70% sessions) led global
growth, followed by Europe (+35%, +42%) and MENAT (+42%,
+8%). In APAC and North America, installs declined slightly, but
sessions increased 35% and 15%, respectively.
In Q3 2025, finance app installs
grew 11% YoY, while sessions
jumped 16%.
BONUS

The finance app insights report: 2025 edition
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VERTICALS :
Finance (all), bank, crypto, payment, stock trading.
REGIONS:
Global, APAC, Europe, LATAM, MENAT, North America.
COUNTRIES:
Brazil, DACH (Germany, Austria, Switzerland), Franc e, India, Indonesia, Ireland, Japan,
Malaysia, Mexico, Philippines, Saudi Arabia, Singap ore, South Korea, Thailand, Turkey,
United Arab Emirates (UAE), United Kingdom (U.K.), United States of America (U.S.),
Vietnam.
DATASET:
A mix of Adjust’s top 5,000 apps and the total data set of all apps tracked by Adjust.
Our data comes from two sources, one including a li st of 45 countries, and one with
approximately 250, based on the ISO 3166-1 standard .
DATE RANGE:
January 2023 – August 2025
RATIOS AND SHARES:
Reattribution and paid/organic are both expressed as ratios, where X:1. In the case of the
paid/organic ratio, a value of 3 (3:1) means that f or every 100 organic installs, there are 300
paid installs. Similarly, for the reattribution sha re, a value of 0.7 (0.7:1) would mean that for
every 100 total actions (installs + reattributions) , there are 70 reattributions.
All dollar amounts represented are USD.
Methodology

The finance app insights report: 2025 edition
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Finance apps expanded partnerships, averaging
six partners per app, with stock trading apps
leading at 12.8.
Banking apps achieved the highest day 1 retention
among the subverticals, reaching 20.6% in H1
2025.
Ad engagement improved, with CTR increasing
from 1% to 2%, led by Japan (4%) and the
Philippines (3%).
Crypto (11.9 min) and stock trading (12.1 min) apps
recorded the longest session lengths in H1 2025.
Finance app CPI fell from $1.51 to $1.13 and IPM
rose from 2.46 to 2.76 in H1 2025.
Global finance app installs grew 27% YoY in 2024
and sessions increased 24%.
LATAM led finance app growth with installs up
59% YoY in H1 2025 and sessions up 70%.
Finance apps are leaning more on paid
acquisition, with the global paid/organic ratio
rising from 0.79 in 2023 to 1.16 in H1 2025.
Key takeaways
27
%
70
1.16
1.13
%
$
4
%
12.1
20.6
12.8
%

The finance app insights report: 2025 edition
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PART 1
How finance apps
attract, engage,
and retain users
Install and sessions patterns

The finance app insights report: 2025 edition
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1% 8%
Finance app install and session growth percentages by
subvertical YoY H1 2025 vs. H1 2024
-100%-40%
-80%-60% -20%
100%
60%
40% 20%
0%
80%
Installs
Sessions
2%
16%
90%
4%
26%
-15%
-76%
-3%
All Bank Crypto Stock trading
Payment
Crypto app installs surged 90% YoY in H1
2025, though session growth was limited
to 2%. Payment app installs grew 4% and
sessions climbed by 26%, while banking
apps decreased across both metrics. Stock
trading apps increased installs by 1% and
sessions by 8%.
By subvertical, payment app
sessions saw a boost of 13% and
stock trading sessions led growth
at +34%.
BONUS

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26% 22%
76%
21% 25%
56%
7% 5%
74% 63%
16% 3%
22%
7%
30%
17% 21%
13%
67%
2%
45%
15%
113%
141%
55%
-57%
-2% -4%
146%
-67%
-34%
-10% -8%
Finance app install and session growth percentages by
country YoY H1 2025 vs. H1 2024
-100%200%
100% 50% 0%
-50% 150%
Installs
Sessions
India
France
DACH
Mexico
Brazil
Japan
Indonesia
Malaysia
Saudi ArabiaSingapore
Philippines
Thailand
South Korea
Turkey
U.K. & Ireland UAEU.S.Vietnam
-49%
At the country level, France (+76% installs,
+146% sessions), Mexico (+63%, +74%),
and Vietnam (+113%, +55%) recorded
the strongest growth. The UAE also saw
sessions rise 141%, while DACH, Japan,
and Malaysia reported double-digit growth
across both metrics.
Viet nam’s SeABank u sed Adjust’s
attribution and Fraud Prevention
Suite (FPS) to identify high-
performing channels and eliminate
fraudulent traffic. The team increased
daily active users by 200%, achieved
an 80% registration completion rate,
and acquired over 1 million new users.
Read the full case study
here .
-40%
28% How Adjust helped
SeABank to acquire
1 million new users
CASE STUDY

The finance app insights report: 2025 edition
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Finance app installs and sessions by subvertical 2024 –
H1 2025 (Global)
9%6%
32%
1%
4%
48 %
58% 42
%
Sessions
Installs
Bank
Crypto
Payment
Stock trading
From 2024 through H1 2025, banking and payment apps
accounted for most installs—48% and 42%, respectively.
Payment apps generated 58% of all sessions, demonstrating
their essential, high-frequency role in daily transactions. Stock
trading apps made up 6% of installs and 9% of sessions, while
crypto apps comprised 4% and 1%, respectively.
Latin America’s Ripio, one of
the region’s largest crypto
platforms, migrated to Adjust
with zero disruption to data or
operations. Through a phased
implementation, the team
completed the transition without
data loss and enabled faster,
more reliable performance
measurement across markets.
Read the full case study
here . Ripio’s seamless
MMP migration
to AdjustCASE STUDY

The finance app insights report: 2025 edition
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00.04 0.05 0.060.07
0.020.01 0.03 0.090.08
Finance app reattribution share by subvertical 2023 –
H1 2025 (Global)
0
All
0.02 0.030.01 0.07
0.050.04 0.06
The global reattribution rate remained stable at 0.03 from 2023 through H 1 2025. Banking apps
reached 0.06, and payment and stock trading apps reached 0.05 and 0.04, res pectively. These
increments point to a greater focus on retention and win-back strategie s.Across regions, reattribution levels have remained mostly unchange
d comparing 2024 to H1
2025. France and the U.K. & Ireland reached 0.06, while the U.S., Brazil, and T urkey stood at
0.05. DACH, Singapore, South Korea, Thailand, and LATAM declined by 0.01 .
Finance app reattribution share by region and country 2024 –
H1 2025
Global
Japan
Malaysia
Indonesia
India
APAC
Singapore
Philippines
South Korea ThailandVietnam Europe
DACH
U.K. & Ireland France
LATAM Mexico Brazil
MENAT
Saudi Arabia
Turkey
North America UAE
U.S. 2024
H1 2025 2023
2024
H1 2025
Bank
Crypto
Payment
Stock trading
0.03
0.03
0.05
0.06
0.04 0.03
0.03
0.03
0.03
0.03
0.03
0.03
0.03
0.06
0.06
0.03
0.03 0.05
0.05
0.05
0.05
0.03
0.02
0.04
0.04
0.04
0.04
0.04
0.04
0.04
0.04

The finance app insights report: 2025 edition
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01.522.5 3
0.5 1 4 3.5
Finance app paid/organic ratio by subvertical 2023 –
H1 2025 (Global)
0
All
0.4 0.60.2 1.4
1
0.8 1.2
Finance apps are relying more on paid acquisition overall. The global pai d/organic ratio
increased from 0.79 in 2023 to 1.16 in H1 2025. Banking and crypto apps followed t his pattern,
reaching 0.58 and 0.72. Payment apps peaked at 0.5 in 2024 before declining t o 0.38, while
stock trading increased to 0.69. Regionally, paid/organic ratios rose across most markets. LATAM (3.7
7) recorded the highest
ratio, followed by APAC (1.35), driven by India (2.79) and Indonesia (2.85 ). The Philippines (3.10),
Thailand (3.23), and Vietnam (2.33) also increased. MENAT, Turkey, Sin gapore, and South Korea
declined slightly. Finance app paid/organic ratio by region and country 2024 –
H1 2025
Global
Japan
Malaysia
Indonesia
India
APAC
Singapore
Philippines
South Korea ThailandVietnam Europe
DACH
U.K. & Ireland France
LATAM Mexico Brazil
MENAT
Saudi Arabia
Turkey
North America UAE
U.S. 2024
H1 2025 2023
2024
H1 2025
Bank
Crypto
Payment
Stock trading
0.03
0.03
1.16
0.58
0.72
0.38
0.69 1.16
2.853.1
0.44 0.5
2.33
0.36
3.77
0.38 0.59
3.77
1.01
0.80
0.64
0.65
0.54 1.35
2.79
0.62 1.1
3.23
0.52
0.64
0.54

The finance app insights report: 2025 edition
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Finance app session lengths by subvertical 2023 –
H1 2025 (Global)
0 6 8Time in minutesTime in minutes10 12
2 4 18
16
14
0
All
4 62 14
10
8 12
Finance app session lengths averaged 6.59 minutes globally, slightly b elow 2024 (6.66) but
higher than 2023 (6.29). Banking sessions averaged 6.18 minutes, whil e payment sessions
reached 6.01 minutes. Crypto sessions rose from 8.24 to 11.93 minutes, and s tock trading
sessions remained the longest at 12.06 minutes. In H1 2025, APAC users spent the most time in finance apps, averaging seven min
utes per
session. India (14.41 min) led in engagement despite a slight decrease fro m 2024, followed by
South Korea (10.06), Thailand (9.37), and Indonesia (8.27). Europe (5 .71) declined slightly and
North America (8.45) increased modestly. Notably, session lengths in t he UAE dropped from
9.74 to 6.35 minutes. Finance app session lengths by region and country 2024 –
H1 2025
Global
Japan
Malaysia
Indonesia
India
APAC
Singapore
Philippines
South Korea ThailandVietnam
EuropeDACH
U.K. & Ireland France
LATAM
Mexico Brazil
MENAT
Saudi Arabia Turkey
North America UAE
U.S. 2024
H1 2025 2023
2024
H1 2025
Bank
Crypto
Payment
Stock trading
6.59
11.93
6.18
6.01
12.06 6.59
8.27
7.22
5.39 10.06
7.09
5.98
5.79
4.7 4.9
5.726.356.53
6.34
6.18
8.47
7
14.41
4.98 6.52
9.37
5.71
6.61 8.45

The finance app insights report: 2025 edition
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Finance app sessions per user per day on day 0 by
subvertical 2023 – H1 2025 (Global)
Globally, sessions per user on day 0 decreased gradually from 1.54 in 2023 to 1.4 9 in H1 2025.
Similar shifts occurred in crypto (1.69 to 1.56) and payment (1.56 to 1.51). B anking and stock
trading increased in 2024 before declining in H1 2025. Banking (1.62) rem ained above 2023
levels, while stock trading (1.56) dipped below. Finance app sessions per user on day 0 decreased across most markets in H1 2025. AP
AC
declined to 1.47 sessions, with India (1.32) and Indonesia (1.52) record ing the sharpest drops.
Europe (1.46) and DACH (1.54) inched upward. LATAM (1.51) and MENAT (1.45 ) also
decreased slightly. Finance app sessions per user per day on day 0 by region and
country 2024 – H1 2025
0
1.8
1.6
1.4 1.2
0.8 0.6
0.4 0.2 1
Global
Malaysia
Japan
Indonesia
India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
LATAM
Mexico
Brazil
MENAT
Saudi Arabia Turkey
North America UAE
U.S.
0
1.8
1.6
1.2 1
0.8
0.40.6
0.2 1.4
2023
2024
H1 2025
All Bank Crypto PaymentStock trading 2024
H1 2025
1.51 1.56 1.56 1.62
1.49
1.33
1.49
1.47
1.32 1.52
1.54
1.451.5
1.52
1.431.421.461.54
1.51 1.51.51
1.361.51
1.45
1.38 1.46
1.43
1.34 1.34

The finance app insights report: 2025 edition
19
Finance app day 1 retention rate by subvertical 2023 –
H1 2025 (Global)
Early user retention trended slightly downward across the finance vert ical from 2023 to H1
2025, with overall day 1 rates easing from 13.8% to 12.5%. Banking apps diver ged from this
pattern, rising to 20.6%, while crypto retention fell from 19.4% to 15.7% . Payment (17.7%) and
stock trading (15.3%) also recorded decreases. In H1 2025, Japan maintained one of the highest retention levels globally a
t 18.6%, though
slightly below 2024. France (17.4%) and the U.K. & Ireland (17.2%) both tre nded upward.
Europe’s overall rate (14.2%) and DACH (18.3%) also improved. Several A PAC markets declined,
with India dropping to 10.8%, Indonesia to 12.5%, and Vietnam to 12.8%. How ever, Malaysia
(15%) and Singapore (16.4%) bucked the regional trend with modest growth c ompared to 2024.
Finance app day 1 retention rate by region and country 2024 –
H1 2025
0%
0%
25%
25%
20% 20%
15% 15%
10% 10%
5% 5%
Global
Malaysia
Japan
Indonesia
India
APAC
Singapore
Philippines
Thailand
South Korea
Europe
Vietnam
DACH
U.K. & Ireland France
LATAM
Mexico
Brazil
MENAT
Saudi Arabia Turkey
North America UAE
U.S.
2023
2024
H1 2025
All Bank Crypto PaymentStock trading 2024
H1 2025
17.7%
15.3% 15.7%
20.6%
12.5% 12%
12.5%
12%
10.8% 12.5%18.6%
15% 13.4%16.4%
13.9%12.8%14.2% 18.3%
17.4% 17.2%
10.6%13.9%
13.1%14.3%
13.3% 16.2%
14.4%
10.4% 11.2%

The finance app insights report: 2025 edition
20
PART 2
The economics
of finance app
growth
Cost per install, impression,
and click, partners per app

The finance app insights report: 2025 edition
21
Ad efficiency improved in H1 2025, with installs per mille (IPM) increasing from 2.46 in 2024 to
2.76. Payment apps showed the largest growth (from 1.34 to 2.02). Banking ( 1.08) and crypto
(0.97) apps, however, edged lower. Finance app IPM by subvertical 2024 – H1 2025 (Global)
0
3
2.5 2
1.5 1
0.5 2024
H1 2025
All
Bank Crypto Payment
2.02
0.97 1.08
2.76

The finance app insights report: 2025 edition
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Finance app IPM by region and country 2024 – H1 2025
Regionally, LATAM (10.37) achieved the highest IPM, followed by North America (4.12),
where the U.S. nearly doubled. APAC averaged 3.8, supported by robust per formance in the
Philippines (6.63) and India (3.97), though Indonesia (4.7) decreas ed slightly from 2024. Europe
increased to 1.03, and MENAT markets, including Turkey (3.08) and Saudi A rabia (2.66), also
saw a boost.
0 2
12
10 86 4
Global
Japan
Indonesia
India
APAC
PhilippinesThailand
Europe
Vietnam
Germany
France
LATAM
Mexico
Brazil
MENAT
Saudi Arabia Turkey
North America UAE
U.S.
2024
H1 2025
3.79
2.76 3.8
3.97 4.7
2.49 6.63
1.911.03 0.94 1.2510.37
4.4510.37
2.322.66 3.08
2.28 4.12
4.75
Wave Money, Myanmar’s largest
mobile financial services provider,
used Adjust’s attribution and
analytics solutions to consolidate
performance data across paid
channels. The team boosted
installs by 404%, lowered CPI by
13%, and reduced CAC by 12%.
Read the full case study
here . How Wave Money
quadrupled installs
at 12% lower CAC with AdjustCASE STUDY

The finance app insights report: 2025 edition
23
Global cost per click (CPC) for finance apps
decreased from $0.27 in 2024 to $0.19 in
H1 2025. The most pronounced decline
occurred in crypto ($0.41 to $0.12) and
banking ($0.34 to $0.23), while payment apps
dipped slightly to $0.14.
Finance app CPC by subvertical 2024 – H1 2025 (Global)
0
0.5
0.40.30.2
$USD
0.1 2024
H1 2025
All
Bank CryptoPayment
0.14 0.12
0.23
0.19

The finance app insights report: 2025 edition
24
Finance app CPC by region and country 2024 – H1 2025
North America experienced the largest decline, with CPC sliding from $1 .62 to $0.51, with the
U.S. dropping to $0.43. Europe followed suit, led by lower costs in Germany ( $1.13 to $0.49)
and France ($0.88 to $0.68). APAC’s CPC halved to $0.09, with India ($0.05) a nd Indonesia
($0.08) emerging as the lowest-cost ad markets. LATAM ($0.35) and MENAT ( $0.14) remained
among the lowest CPCs.
0
1.0
2.0
1.8
0.8 1.6
0.6 1.4
0.4 1.2
0.2
Global Japan
Indonesia
India
APAC
PhilippinesThailand
Europe
Vietnam
Germany
France
LATAM
Mexico
Brazil
MENAT
Saudi Arabia
Turkey
North America UAE
U.S.
2024
H1 2025
0.07
0.19
0.09 0.050.08 0.21
0.101.03 0.68
0.59
0.35
0.100.35
0.49
0.140.12
0.07 0.220.51
0.43
Dubai-based Emirates NBD
worked with Adjust to track its
full ad-to-account-open journey
across channels. Real-time
insights helped the team compare
results, test creatives, and
reallocate budgets. Within five
months, click-to-install rates rose
154% and CPA fell 80%.
Read the full case study
here .
$USD CASE STUDY
Emirates NBD
strengthens digital
marketing with enhanced mobile analytics and
attribution from Adjust

The finance app insights report: 2025 edition
25
User acquisition became more cost-efficient in H1 2025, as finance app cost per install (CPI) fell
from $1.51 to $1.13. Crypto CPI dropped from $5.17 to $2.9, while banking dec reased to $2.25.
In contrast, payment apps rose to $1.59, signaling higher advertiser de mand and increased
competition within this segment. Finance app CPI by subvertical 2024 – H1 2025 (Global)
0
6.0
4.0 5.0
3.0
2.0
$USD
1.0 2024
H1 2025
All
Bank CryptoPayment
1.59
2.90
2.25
1.13

The finance app insights report: 2025 edition
26
Finance app CPI by region and country 2024 – H1 2025
CPI in North America decreased the most in H1 2025, from $7.03 in 2024 to $2.92. Eu rope
followed, with France declining to $5.37 and Germany to $7.71. APAC avera ged $0.51, driven
by lower costs in India ($0.18) and the Philippines ($0.25). LATAM ($0.83 ) and MENAT ($0.76)
remained relatively stable, supported by markets such as Brazil ($0.5 9), Mexico ($0.83), Saudi
Arabia ($0.65), and Turkey ($0.32).
0 5
10
9 4
8
3 7
2
6
1
Global Japan
Indonesia
India
APAC
PhilippinesThailand
Europe
Vietnam
Germany
France
LATAM
Mexico
Brazil
MENAT
Saudi Arabia
Turkey
North America UAE
U.S.
2024
H1 2025
0.25
1.13
0.510.18 0.312.68
0.420.46 5.37
4.93
0.830.59 0.83
7.71
0.760.65
0.320.992.92
2.65
Turkey’s DenizBank utilized
Adjust to segment users more
accurately and exclude those
already reached through organic
channels from paid campaigns.
This optimization reduced overall
marketing cost by 56% while
maintaining sales volume from
paid channels, demonstrating
more efficient user acquisition and
budget allocation.
Read the full case study
here .
$USD DenizBank lowers
cost-per-acquisition with AdjustCASE STUDY

The finance app insights report: 2025 edition
27
Finance app click-through rates (CTR) saw
only minor shifts in H1 2025. Overall CTR
increased from 1% to 2%, while banking and
payment apps remained at 1% and crypto
remained at 1.2%.
Finance app CTR by subvertical 2024 – H1 2025 (Global)
0%
All
1%1.5%0.5% 2.5% 2%
Payment Crypto
Bank 2024
H1 2025
2%
1%
1.2%
1%

The finance app insights report: 2025 edition
28
Across regions, CTRs either stayed consistent or trended upward in H1 2025. APAC averaged
2%, with Japan showing a standout increase to 4%. North America and the U.S. bo th reached
3%, while LATAM markets picked up momentum, with Mexico and Brazil rising t o 3% and 2%.
MENAT advanced from 1% to 2%, whereas Europe was unchanged at 1%.
Mexico’s challenger bank albo
used Adjust’s FPS to detect and
block low-quality and suspicious
traffic from ad networks. Within
three months, the team increased
conversion rates by 600%,
reduced empty installs by 70%,
and lowered CPA by 16%.
Read the full case study
here .
0% 1.5%2%2.5% 3%
0.5% 1% 4%
3.5%
Finance app CTR by region and country 2024 – H1 2025
Global
Japan
Indonesia India
APAC
Philippines ThailandVietnam
EuropeDACH
France
LATAM
Mexico Brazil
MENAT
Saudi Arabia
Turkey
North America UAE
U.S. 2024
H1 2025 2%
4%
3%
1%
1%
1% 2%3%
2% 3%
2%
2%
3%
2%
2%
2%
2%
2%
2% 3% Ripio’s seamless MMP
migration to AdjustCASE STUDY

The finance app insights report: 2025 edition
29
Finance app cost per mille (CPM) declined from $3.71 in 2024 to $2.76 in H1 2025, primarily due
to lower crypto rates ($5.34 to $1.9). Banking CPM declined from $2.59 to $2. 24, while payment
apps experienced a boost, from $1.69 to $2.28.
Finance app CPM by subvertical 2024 – H1 2025 (Global)
0
All
2 31 654
Payment Crypto Bank 2024
H1 2025
2.76
2.24
1.90
2.28
$USD

The finance app insights report: 2025 edition
30
Finance app CPMs also declined across most regions in H1 2025. North America saw the
largest decrease—from $18.24 to $10.91, with the U.S. landing at $10.55 . Europe followed, with
Germany at $5.32 and France at $4.95. CPM in APAC dropped to $1.75, fueled by low er rates
in India ($0.79) and Indonesia ($1.59). LATAM ($8.61) and MENAT ($2.01) al so dipped slightly,
while the UAE was the only market to record a modest rise, reaching $3.09.
Baubap, a personal loan app
based in Mexico, leveraged
Adjust to prevent fraudulent
activity across 15 ad networks.
By cutting invalid installs by 78%
and improving monetization event
completion by 50%, Baubap
reduced wasted impressions and
improved campaign visibility.
Read the full case study
here .
Brazil’s Serasa, a credit platform,
used Adjust’s attribution and FPS
to improve campaign accuracy
and block fraudulent traffic.
The team cut fraud by 13%,
saved 17% of its campaign
budget, and boosted user
acquisition efficiency through
real-time validation.
Read the full case study
here .
0 6 8 10 12
2 4 20
18
16
14
Finance app CPM by region and country 2024 – H1 2025
Global
Japan
Indonesia India
APAC
Philippines Thailand
Vietnam Europe
France
Germany
LATAM
Mexico Brazil
MENAT
Saudi Arabia Turkey
North America UAE
U.S. 2024
H1 2025 2.76
6.91
1.88
4.34
1.43
5.32
2.61 8.61
3.09 8.61
2.01
1.16
10.55
0.79
1.59
2.28
4.95
1.80 10.91
$USD
1.75 Baubap reduced
fraud by 78% with AdjustCASE STUDY Serasa reduced ad
fraud and saved 17% on
budget with attribution
and fraud preventionCASE STUDY

The finance app insights report: 2025 edition
31
Stock trading
Finance apps expanded their partner networks in H1 2025, averaging six partners per app in, up
from 5.7 in 2024. Banking apps grew from 7.3 to 7.8, and crypto reached eight. Pa yment apps
collaborated with an average of 11.8 partners, and stock trading led with 1 2.8.
Finance partners per app by subvertical 2024 – H1 2025 (Global)
0
2
14
10 12
86 4 2024
H1 2025
All
Bank Crypto Payment
12.8
11.8
8 7.8
6

The finance app insights report: 2025 edition
32
Brazil-based fintech company
Meutudo used Adjust Measure
and Pulse smart alerts to improve
campaign efficiency and prevent
costly errors. Real-time alerts
helped the team detect and fix
event drops, saving over $10,000
in one weekend.
Read the full case study
here .
Finance partners per app by region and country 2024 – H1 2025
The U.K. & Ireland maintained the most diversified partner ecosystem, a veraging 10.1 partners
per app in H1 2025. DACH ticked upward to 8.8. LATAM and Mexico each added partne rs,
rising from 4.5 to 4.8. Many APAC markets reduced network partnerships, w ith Malaysia
decreasing the number from 9 to 6.6, South Korea from 11.7 to 9.6, and Japan from 7 .7 to 7.2.
02
12
10 86 4
Global
JapanMalaysia
Indonesia
India
APAC
PhilippinesSouth Korea
Singapore
ThailandEurope
Vietnam
DACH
U.K. & Ireland
France
LATAMMexico
Brazil
MENAT
Saudi Arabia
Turkey
North America UAE
U.S.
2024
H1 2025
9.6
6 6 5.467.2
6.6
5.5 7.8
5.557
7.1 10.1
8.8
4.86
4.8 7.8 7.8
7.37.2 7.2 7.3 Adjust equipped
meutudo to cut costs
without cutting cornersCASE STUDY

33
Adjust data shows that finance apps are shifting from rapid
expansion toward sustainable, value-driven development,
with marketers optimizing spend, improving traffic quality,
and focusing on users who drive long-term profitability.
Amid falling CPIs, higher IPMs, and stable/stronger CTRs,
marketers are reaching higher-LTV audiences and improving
conversion outcomes.
Subvertical trends highlight distinct priorities ac ross the
finance ecosystem. Banking apps are strengthening l oyalty,
payment apps are pushing for frequent transactions, trading
apps are deepening activity among committed users, and
crypto apps are recovering stability after market disruption.
These patterns reflect a market maturing, with each segment
harnessing its strengths to balance user acquisitio n and
engagement toward measurable outcomes.
Regionally, LATAM remains a leading growth region, driven
by Brazil and Mexico. In APAC, cost-efficient acquisition in
India and the Philippines pairs with strong retention in Japan
and South Korea. MENAT’s momentum, led by Turkey, Saudi Arabia and the UAE, reflects rising app use and stronger ad
performance. Europe is steady, leaning into retenti
on and ad
spend optimization, while North America is showing signs of
renewed ROI, with lower CPIs and stronger IPMs.
As regional and category dynamics evolve, finance app
marketers face a new challenge: reaching their most valuable
users at the right moment. Sustained performance relies
on accurate attribution, transparent measurement, a nd the
ability to act on insights instantly.
Adjust delivers the precision and reliability needed to make
this possible. Our advanced attribution and measure ment
solutions are built to help marketers and developer s
understand performance, prevent fraud, and connect user
journeys seamlessly. With solutions like TrueLink Deep
Linking and Smart Banners, and AI-powered insights from
Adjust Growth Copilot, you can provide frictionless user
journeys and turn data into action faster than ever. The result
is performance visibility, smarter decisions, and the ability to
optimize campaigns in real time to stay ahead of the curve.
CONCLUSION
Shaping the future
of finance apps
Request a demo
Ready to supercharge your
strategy, build stronger user
trust, and scale your finance
app business?
The finance app insights report: 2025 edition

ABOUT ADJUST
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers
around the world to measure and grow their apps across platforms.
Adjust works with companies at every stage of the app marketing
journey, from fast-growing digital brands to brick-and-mortar
companies launching their first apps. Adjust’s powerful measurement
and AI-powered analytics solutions provide visibility and insights, while
deep linking and engagement solutions help to drive ROI.
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Learn more about Adjust at:
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