The State of Finance for Marketers – LatAm 2026 Edition

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Latin America’s finance app market is entering a more demanding phase. As consumers build relationships with multiple financial platforms, growth is no longer defined by installs alone, but by relevance, trust, engagement, and long-term value.

In this report, AppsFlyer, together with Sensor Tower and Google Ads, analyzes app performance, market intelligence, and competitive trends to reveal how banking, wallet, credit, and investment apps are evolving across Brazil, Mexico, Argentina, Colombia, Peru, and Chile.

From shifting category demand and changing platform dynamics to fragmented customer journeys, AI-driven discovery, and commerce opportunities, the report explores what finance marketers need to compete more effectively through the rest of 2026 and into 2027.

What’s inside:

  • Finance app install, session, retention, and fraud benchmarks across LatAm
  • Category breakdown: banking, wallets, and investment app leaders
  • AI and cross-channel journeys reshaping discovery and engagement
  • A deep dive into what’s shaping Brazil’s finance ecosystem
  • Expert insights and actionable strategies from: