Across major European markets such as the UK, France, and Germany, the finance app ecosystem is moving past the early growth surge that accompanied digital banking adoption. Consumers now switch fluidly between traditional institutions, digital challengers, and global platforms in search of better experiences and financial services tailored to mobile lifestyles.
AppsFlyer’s analysis, based on anonymous data from 187 finance apps and over 180 million installs, shows that no single category has yet cracked the code for sustained balanced growth — combining efficient new user acquisition with long-term engagement.
Traditional banks remain strong on retention, with retargeting driving a majority of their conversions. In some cases, 55 % to 85 % of conversions for these apps are generated through repeat engagement rather than net-new acquisition. However, growth in new users has largely stagnated, especially in Western Europe, where banking customers show increasing openness to digital-first alternatives.
This pattern reflects entrenched loyalty among existing customers, but also highlights the need for banks to diversify acquisition strategies if they want to stay competitive in the mobile-first era.
In contrast to traditional banks, neobanks are leading the charge in new user acquisition. In France, for example, neobanks attract twice as many new users as traditional banks — a clear sign that digital-native value propositions resonate strongly, especially among younger consumers.
However, retention remains a clear weakness, with only a small portion of neobank conversions (around 3–4 %) coming from retargeting. This suggests that while neobanks are successful in attracting users, they have yet to fully optimize for long-term engagement and loyalty.
Investment apps are largely driven by global players, with more than 85 % of installs in this category originating from non-European providers. Growth in this segment tends to follow broader market trends, especially around crypto cycles and investor sentiment.
Despite rapid install rates, retention drops sharply over time, with only around 4 % of users active by Day 30. This underscores a common challenge for highly transactional apps: acquiring scale is possible, but sustaining usage is difficult without strong long-term value hooks.
Among all finance app categories, money transfer apps are showing the fastest growth across Europe. Providers from the US and Nigeria currently dominate this space, with Indian players making inroads as well.
Unlike investment platforms, money transfer apps benefit from strong re-engagement: up to 40 % of conversions in this segment come from retargeting. This mix of acquisition and retention strength signals a more balanced growth approach that other categories might learn from.
The divergent performance profiles across finance app segments point to clear strategic imperatives:
Ultimately, the most successful finance apps in Europe will be those that combine digital-first acquisition with retention and engagement best practices, rather than relying on one strength alone.
Europe’s finance app market in 2025 is shaped by a blend of traditional strength and digital disruption. While each segment — from banks to neobanks to global platforms — has distinct advantages, no single growth playbook dominates. The path forward lies in cross-segment learning and strategy integration, building on what works in one area to fortify weaknesses in another.
About Starti
Starti is a performance-driven CTV DSP helping brands connect audience insights with measurable outcomes across screens.
How is Europe’s finance app market evolving in 2025?
Europe’s finance app ecosystem has matured, with users switching between traditional banks, neobanks, and global platforms. Growth is now driven by user experience and mobile-first accessibility rather than sheer acquisition volume, creating both opportunities and competition across segments.
Why are traditional banks struggling with mobile growth?
Traditional banks excel in retention—up to 85% of conversions come from repeat engagement. Yet, new user acquisition is slowing, especially in Western Europe. To stay competitive, banks must adopt digital-first tactics similar to neobanks focused on dynamic mobile experiences.
What are neobanks’ biggest strengths and weaknesses?
Neobanks lead in new user acquisition, attracting twice as many users as traditional banks. However, retention remains a gap, with only 3–4% coming from retargeting. Sustained engagement requires better loyalty frameworks and predictive models like those used by Starti for AI-driven optimization.
Which finance app segment shows the most balanced growth?
Money transfer apps are Europe’s fastest-growing segment. With strong re-engagement—up to 40% of conversions via retargeting—they combine acquisition and retention effectively. This balance offers a blueprint for sustainable growth in other finance categories.
What strategic lessons should app marketers learn from these trends?
Marketers must integrate acquisition, retention, and engagement strategies. Banks should innovate digitally; neobanks must focus on retention; and investment apps need deeper user hooks. Platforms like Starti exemplify how unified data and optimization drive measurable, long-term app growth.
