Measurement and analytics company Adjust has released The Finance App Insights Report: 2025 Edition, showing that finance apps are entering a new phase of maturity—shifting from rapid expansion to sustainable, value-driven growth.
In the third quarter of 2025, global finance app installs rose 11% year-over-year, following 27% growth in 2024. Sessions increased 16% year-over-year in Q3 2025, adding to a 24% gain in 2024.
While installs in Asia-Pacific saw slight declines, the region recorded session growth of 35% in the first half of 2025, reflecting stronger engagement and a more active user base. North America showed a similar pattern, with sessions up 15% despite fewer installs.
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“Financial services are built on trust, and the same principle applies to how finance apps grow,” said Tiahn Wetzler, Director, Marketing at Adjust.
“Sustainable growth depends on precision, innovation and understanding where real value comes from.”
Banking apps lead in user loyalty
According to the report, while day-1 retention rates for finance apps overall declined globally from 13.8% in 2023 to 12.5% in H1 2025, banking apps achieved the highest rate at 20.6% – outperforming all other subverticals. Regionally, Japan (18.6%), France (17.4%), and the U.K. and Ireland (17.2%) posted the strongest overall finance app retention rates in H1 2025.
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Additional data breakdowns on install patterns, sessions, and cost per install (CPIs) include:
- Payment apps continued to dominate finance app engagement from 2024 through H1 2025 – accounting for 58% of all sessions – while installs increased 4% YoY and sessions 26% YoY in H1 2025.
- Crypto app installs surged 90% YoY in H1 2025, signaling renewed confidence following 2022’s market correction, while sessions saw a modest 2% growth.
- Stock-trading apps recorded small but steady gains in H1 2025, with installs and sessions up 1% and 8% YoY, respectively. But user engagement rose notably in Q3, with sessions at +34%.
- Average finance app session length held steady at 6.59 minutes, up from 6.29 in 2023.Crypto (11.9 min) and stock-trading (12.1 min) apps recorded the longest session durations, with India (14.4 min) leading global engagement.
- User acquisition became more cost-efficient in H1 2025, as finance app CPI fell from $1.51 to $1.13. APAC averaged $0.51, driven by lower costs in India ($0.18) and the Philippines ($0.25). APAC also recorded the highest paid-to-organic ratios (35) with India (2.79), Indonesia (2.85), and the Philippines (3.10)
“With the data showing finance apps shifting from rapid expansion toward sustainable, value-driven growth, marketers now face a new challenge: reaching their most valuable users at the right moment”, said April Tayson, Regional Vice President for INSEAU at Adjust.
To explore the full findings and regional breakdowns, you can download the report here.
