Analytics company Adjust reported that consumers in the Asia-Pacific (APAC) region are spending more time using finance apps, with sessions increasing by 35% in the first half of 2025. The findings suggest users are becoming more active and engaged, even as app installs slightly declined in the region.
Globally, finance app installations grew 11% year over year in the third quarter of 2025, following a 27% increase in 2024. Payment apps continued to lead engagement across the finance category, with 58% of all sessions. These apps recorded a 4% year-over-year increase in installs and a 26% uptick in sessions during the first half of 2025.
“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.”
The report noted that while global day-one retention rates for finance apps fell from 13.8% in 2023 to 12.5% in the first half of 2025, banking apps performed better than other categories, reaching a 20.6% retention rate. Japan (18.6%), France (17.4%), and the United Kingdom and Ireland (17.2%) recorded the strongest retention rates during the period.
The average finance app session length grew slightly to 6.59 minutes from 6.29 minutes in 2023. Crypto and stock-trading apps had the longest sessions at 11.9 and 12.1 minutes, respectively, with India leading global engagement at 14.4 minutes.
Finance app user acquisition costs declined in 2025, with the average cost per install (CPI) dropping from $1.51 to $1.13. In APAC, the average CPI was lower at $0.51, led by India ($0.18) and the Philippines ($0.25). The region also recorded the highest paid-to-organic user ratios, 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 INSEA at Adjust. “Accurate attribution, transparent measurement, and real-time insights are key to driving measurable business outcomes.”