Global finance apps are transitioning from a phase of rapid expansion to one of sustainable, value-driven growth in 2025, according to the latest Finance App Insights Report: 2025 Edition from Adjust, a leading measurement and analytics company. The report reveals that despite slowing growth rates compared to previous years, the sector continues to show strong momentum, with global finance app installs rising 11% year-over-year in Q3 2025—building on a 27% increase in 2024. Sessions also grew by 16% YoY in the same quarter, following a 24% gain in 2024. The shift reflects a maturing market where user acquisition is no longer the sole focus. Instead, marketers are prioritizing efficiency, trust, and measurable long-term outcomes. “Financial services are built on trust, and the same principle applies to how finance apps grow,” said Tiahn Wetzler, Director of Marketing at Adjust. “Sustainable growth depends on precision, innovation, and understanding where real value comes from.” Regional trends highlight strong performance in emerging markets. Latin America led global growth in the first half of 2025, with installs up 59% and sessions surging 70% year-over-year. Europe followed closely with a 35% increase in installs and a 42% rise in sessions, while the MENAT region saw installs grow by 42% and sessions by 8%. In contrast, APAC and North America experienced slight declines in installs but posted healthy session growth—35% and 15%, respectively—indicating deeper user engagement despite more saturated markets. Banking apps continue to lead in user retention, demonstrating the strongest loyalty among finance app subverticals. While overall day-1 retention for finance apps dipped from 13.8% in 2023 to 12.5% in H1 2025, banking apps maintained a robust 20.6% retention rate. Top-performing regions included Japan (18.6%), France (17.4%), and the U.K. and Ireland (17.2%). The report underscores the importance of smarter measurement in driving sustainable growth. “The strongest teams turn complex data into clear, actionable insights,” Wetzler added. “Combining intelligent automation with reliable measurement ensures every decision drives measurable outcomes. In a market defined by credibility, Adjust empowers marketers to make fast, confident decisions that build lasting value.” Adjust’s suite of tools—including TrueLink for advanced deep linking and Adjust Growth Copilot, an AI-powered analytics platform—helps marketers optimize performance, detect fraud, and connect user journeys across channels. These capabilities enable faster, data-driven decisions that align with evolving user expectations and regulatory demands. With AI, embedded finance, and open banking reshaping the financial services landscape, the ability to measure performance accurately and act decisively has become critical. Adjust’s platform supports marketers at every stage of the app lifecycle, from early-stage startups to established brands expanding their digital footprint. For a complete overview of the report’s findings, including detailed regional data, install patterns, session trends, and cost-per-install (CPI) insights, visit the Adjust website to download the full Finance App Insights Report: 2025 Edition.