AppsFlyer Reveals Global Finance Apps Dominating in Europe as UK Consumers Shift to Neobanks and International Platforms
AppsFlyer today released new analysis of the finance app market across the UK, Germany, and France. The findings show how international providers are gaining ground in Europe’s investment and money transfer categories, while in the UK, neobanks have overtaken traditional banks in new user acquisition.
Across Europe, more than 85% of installs in investment apps come from international providers, money transfer apps are the fastest-growing segment with up to 40% of conversions from retargeting, and in France, neobanks now attract twice as many new users as traditional banks.
In the UK, these trends are playing out clearly:
-
Neobanks and digital wallets overtook traditional banks in new user acquisition in early 2024, and the gap has widened since.
-
The UK is one of the three markets where international investment apps dominate, with more than 85% of non-organic installs from outside Western Europe.
-
Money transfer apps led by US and Nigerian providers remain strong, with Indian platforms gaining ground in the UK.
“Finance apps in Europe are being shaped by very different playbooks,” said Aliaksei Ustauski, Director of Sales Strategy at AppsFlyer. “Traditional banks lead in retention, neobanks in digital-first acquisition, and international investment and money transfer apps in scale. But our data shows that across all segments — and especially in the UK — there are clear opportunities to learn from each other, particularly around media diversification, retargeting, and long-term user value.”
Banks remain unmatched in retention. Retargeting drives as much as 85% of their conversions, giving them 1.5–2x higher day-30 retention than neobanks. Much of this comes from cross-selling to existing customers and converting web or branch users into app users, with 45% of installs generated by owned media. But there is no recorded increase in new user acquisition, leaving banks dependent on their existing base.
Neobanks have surged ahead in acquisition. They have overtaken banks in both the UK and France, with France now showing a 2-to-1 preference for neobanks and digital wallets. In the UK, neobanks crossed this threshold in 2024. Their diversified media mix — combining owned media, TikTok, SANs, ad networks, and DSPs — enables them to scale efficiently and reach younger demographics. Yet retention remains weak: only 3–4% of conversions come from retargeting.
Investment apps are dominated by international providers. Across the UK, Germany, and France, more than 85% of non-organic installs come from outside Western Europe. Their model is heavily reliant on paid acquisition (over 75% of installs non-organic), with growth rising and falling alongside crypto markets. Retention is weak: 19% of users stay on Day 1, falling to 4% by Day 30.
Money transfer apps are growing fastest. US and Nigerian providers lead, while Indian players are gaining traction in the UK. Unlike investment apps, money transfer platforms rely heavily on retargeting, which drives 25–40% of conversions.
About the research
This analysis is based on anonymous, aggregate data from 187 finance and fintech apps across the UK, France, and Germany, covering the period from January 2022 through July 2025. It includes more than 180 million app installs and over 65 million retargeting conversions annually. Non-organic installs, retargeting conversions, and retention metrics were derived from AppsFlyer’s attribution platform.
The post AppsFlyer Reveals Global Finance Apps Dominating in Europe as UK Consumers Shift to Neobanks and International Platforms appeared first on European Business & Finance Magazine.
