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What are Fintech Apps?

Fintech apps have a wide range of finance and banking interactions from payments to lending to trading. Users can download fintech apps through popular app stores like the Apple App Store, Google Play Store, Amazon App Store, and more.


What are the Primary Types of Fintech Apps?



They facilitate better digital connectivity, lower processing costs, and ensure consumer identity protection. Asset management and processing payment transactions are key areas of focus here.

Mobile Payments

Mobile wallets and similar integrated payment solutions are now used by many consumers and businesses. They are secure, easy to use, and offer a great user experience. Mobile payment platforms transcend the barriers of traditional methods. Without them, many of the transactions we make today would be difficult to complete. Some of the most famous digital wallets are Google Wallet and Apple Pay.

Personal Wealth Management

These apps deliver a broad range of functionalities to help people manage their finances securely and quickly. Consumers and companies use them to manage their investment processes and portfolios.

Consumer Banking

Many traditional banking institutions are investing in mobile apps. Especially, those that offer accessible banking solutions and products. This type of fintech app helps to boost the user experience and reduce costs. Also, it removes the friction from operations over the traditional means of banking. Which often leaves consumers dissatisfied.


The main idea is to streamline the lending process, making it more personalized and accurate. Smart platforms that use AI and machine learning algorithms can process and verify identity credentials to avoid making any errors. Such technologies also help to forecast income prospects and assess the borrower’s track record. Also, they help appraise the collateral value and make predictions about the changes in their capabilities.


Such solutions are designed to reduce the cost of international trade, increase transparency in trading, and facilitate trade finance. Some of the most impressive applications we have seen so far support cross-border trading. This includes the help of IT systems and smart distribution platforms. Moreover, solutions such as robot advisors could be a great help to beginner investors in managing risk.

Acquiring Users for Fintech Apps


Acquiring users will depend largely on platform distribution. Distribution is typically in the Apple App Store or Google Play Store. Also, other app stores like Amazon as well. For fintech apps, marketers typically focus on acquiring users through Facebook advertising and Google App Campaigns, as they’re highly effective channels for acquiring app installs.

For many advertisers, Facebook offers the highest volume and quality source of advertising traffic through Fintech App Install Campaigns. Fully capitalizing on the potential of the Facebook platform requires heavy creative testing and, more importantly, continually adapting to changes in Facebook’s advertising strategies and algorithms. Over the past few years, Facebook has ramped up the frequency of advertising product changes. In addition, top fintech app advertisers have followed suit by ramping up the frequency of strategy changes. Looking back historically, the strategy we deploy today is very different than the strategy we deployed six months ago. Interestingly, this statement would hold true for any backward-looking period over the past five years. Put simply, our strategy is always changing to keep up with Facebook’s best practices for Fintech App Install Campaigns.

Alongside Facebook’s ad solutions are Google App Campaigns. Which lets advertisers create ads where people can download an app directly from an ad. An App Campaign ad is designed expressly to generate app installs, such as for fintech apps.

You can use other campaign types, like display ads and even text ads, to advertise apps. But the conversion rates for those campaigns are terrible compared to App Campaigns. You are more likely to get people to install an app if they only have to make a couple of clicks.

Planning a Fintech App Advertising Campaign


Fintech app advertising campaigns work much like any other advertising campaign, with a few key differences.


Know your audience.

Mobile interfaces may be simplified compared to desktops, but they have got just as many (if not more) distractions. Get your message through all the noise. Do this by knowing what type of messaging will appeal to your ideal users. You will also need to know which channels and publishers your ideal users flock to.

Find out which channels and ad formats fit your budget.

Don’t blow your budget on a display ad on The New York Times if a few in-app ads will work.

Get your tracking and reporting dialed in.

Data-driven marketers love fintech app advertising. It is a blend of art and science. With the art driving the creative development and science requiring a lot of number crunching. It is rare to find someone who can manage both aspects. But, we have tools that can make up for any shortcomings in your teams’ skillset.

Develop great creative. A lot of it.

Creative is your most effective lever to improve performance. Especially now that Facebook and Google have effectively taken over intraday bidding and budgeting. We also simplified media buying with improved machine learning algorithms. As a result, advertisers need superior creative to achieve breakthroughs and experienced Facebook and Google partners can provide it.

The problem for startups and SMBs, until now, has been the expense. Specifically, the expense of creating enough high-quality ads to produce runaway successes. Like the 5% of ads capable of beating previous high performers. And also the expense to manage creative fatigue.

A 5% success rate means 19 out of 20 ads will fail along the way. That is a lot of creative. Without human talent driving the process, social advertisers stand to lose a lot of money.

Use Optimization Algorithms to Their Advantage

Facebook and Google UAC have improved their optimization algorithms. So much in recent months that advertisers of all sizes can access sophisticated optimization algorithms without becoming social advertising experts. Both new and established companies can automate the most repetitive aspects of campaign management and achieve comparable financial results.

This means social advertisers are now free to focus on what really counts: creative development, creative testing, and audience selection.

But in each of these areas, there is still a big service gap for startups and SMBs. It is difficult to find agencies offering experienced, affordable, robust creative, and rigorous testing in-house. The exact capabilities you need to ensure efficient advertising spend.

We want to help close the service gap and allow startups and SMBs to compete more effectively. Recently, we achieved this by offering three tiers of managed user acquisition and creative services. For Facebook, Instagram, and Google UAC. All fintech app developers and lead generators, regardless of budget size, now have the means to get profitable. Also, to scale their user acquisition on Facebook and Google App Campaigns.


Takeaways for Fintech App Marketers


For fintech apps, Facebook Fintech App Install Campaigns and Google App Campaigns are the best tools to acquire valuable users. You should squeeze every drop of opportunity out of Facebook and Google ads. If you are not, it is time to up your fintech app.

what are fintech apps

Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.

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