Europe’s finance app market is entering a new phase. Growth is no longer defined by installs alone, but by retention, engagement, trust, and long-term value.

In this report, AppsFlyer, together with Sensor Tower and Google, analyzes billions of installs, app sessions, retention trends, and competitive rankings to uncover how finance and fintech apps are evolving across Europe’s most influential markets.

From neobanks accelerating user acquisition to traditional banks strengthening retention, and from AI-driven discovery to rising fraud risks, this report explores the strategies reshaping finance app marketing in 2026.

What’s inside:

• Finance app install, session, retention, and fraud benchmarks across Europe
• Why remarketing is overtaking user acquisition in growth strategies
• Competitive download rankings for banking, wallets, and investment
• AI’s emerging role in financial discovery, engagement and experience
• Expert insights and actionable strategies from: