APAC fintech and finance marketing has entered a new phase. Growth has shifted from expansion to budget discipline, acquisition is more selective, lifecycle investment is accelerating, and monetization remains resilient in scale markets even as ad spend tightens.
The State of Finance for Marketers in APAC 2026 analyzes the data behind this transition, how finance marketers are reallocating spend, deepening monetization, and navigating uneven market maturity across the region.
From Indonesia’s paid expansion to Southeast Asia’s remarketing surge and fraud reduction in major markets, this report shows where performance is stabilizing, where it is concentrating, and where new efficiency signals are emerging.
Key findings:
- Finance installs fall for the first time, even as iOS hits a record 16% share
- A 193% surge in SEA remarketing spend as lifecycle investment gains ground on UA
- Indonesia and India as APAC’s dual-platform IAP anchors, commanding 66% of Android and 58% of iOS revenue across the region
The report covers:
- Installs, paid acquisition, remarketing, retention, revenue, and fraud benchmarks across SEA, India, Japan & Korea, and ANZ
- Data sample: 5.31B finance app installs, $5.7B in UA ad spend, and $29M in remarketing spend analyzed across APAC in 2025
- Best practices for finance marketers navigating capital discipline, platform mix, and lifecycle investment
- Expert insights from
