Finance app installs across Asia Pacific (APAC) fell 17% year-on-year in 2025, whilst user acquisition (UA) spending dropped 27%, reflecting tighter capital management and more targeted acquisition strategies.
The findings come from a 2026 AppsFlyer report, which analysed over 5.31 billion installs in the region and $5.7 billion in UA spending across Android and iOS platforms.
The study indicates that the APAC finance app market is entering a more mature stage. Installs declined sharply in established markets such as Thailand, down 40%, while emerging markets like Pakistan recorded strong growth of 61%.
In Southeast Asia, remarketing investment jumped 193%, highlighting a shift towards improving user retention and engagement as acquisition costs rise. Thailand, the Philippines, and Vietnam led this surge in spending.
AppsFlyer noted that the evolution of financial services in APAC means growth is no longer driven purely by acquisition. Instead, success will depend on stronger measurement capabilities and the effective use of reliable data to guide decision-making.
Indonesia contributed 39% of total in-app revenue for Android finance apps in the region. At the same time, China-based apps accounted for 47% of user acquisition spending in Southeast Asia, underscoring intensifying cross-border competition and investment flows.
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