Download now! The finance app insights report 2025 | Adjust

Summary

The finance app insights report 2025 highlights a 16% year-over-year increase in global sessions during H1 2025. Key trends include the use of AI and automation for fraud prevention, compliance, and data analysis. LATAM emerged as a growth leader with installs up 59% YoY and sessions up 70%.

Among subverticals, banking apps achieved the highest day 1 retention at 20.6%. Cost per install decreased from $1.51 to $1.13, while installs per mille rose from 2.46 to 2.76, indicating improved efficiency. The report also explores open banking, embedded finance, and RegTech innovation, providing actionable insights for user acquisition, retention, and monetization.

Analyst Note

The release of Adjust's 2025 finance app insights report arrives at a critical inflection point for UA teams. With sessions up 16% YoY but CPI dropping from $1.51 to $1.13, the efficiency gap is widening—lower costs paired with higher IPM (2.46→2.76) suggest supply-side dynamics are shifting, possibly due to increased programmatic adoption or AI-driven bidding. What's notable here is the LATAM outlier: installs up 59% and sessions up 70% YoY signal a market where user acquisition costs may still be deflationary, but retention (banking apps at 20.6% D1) remains a differentiator.

For ad ops professionals, the key implication lies in reconciling these macro trends with granular campaign data. The CPI decline could tempt scale-for-scale’s sake, but without contextualizing by region and subvertical—and tying back to incrementality—lower CPIs risk masking quality erosion. Meanwhile, the report’s emphasis on AI and automation aligns with broader industry shifts toward predictive LTV modeling and fraud prevention, which are becoming table stakes for finance app marketing.

Competitive angle: as CPI compresses, the battleground moves to post-install engagement and monetization, making Adjust’s benchmarks a useful sanity check for bid strategies. Timing matters—this data covers H1 2025, when privacy changes (SKAN, consent modes) are fully embedded, so these trends reflect a post-IDFA reality. For teams calibrating budgets, the report offers a rare public benchmark against which to measure internal performance, but only if parsed through the lens of cohort quality, not just unit economics.