Leading Brands in AU's Consumer Finance Category: Q4 2023 Overview

As the financial landscape continues to evolve, understanding the digital presence of leading brands is crucial. In Q4 2023, Wise Payments Limited, Amex Mobile App, and XE.COM INC emerged as prominent players in Australia’s Consumer Finance category. Leveraging Sensor Tower’s comprehensive data, we explore the performance, audience trends, and advertising strategies of these brands.

Wise Payments Limited

Wise Payments Limited, formerly known as TransferWise, continues to strengthen its position with both its website, wise.com, and its app, Wise: International Transfers.

• Audience Trends: From Q3 to Q4 2023, wise.com saw a significant increase in visits, peaking at over 2.7M in December. The monthly deduplicated audience remained above 700K throughout, with a noticeable spike to 870K in November.

• App Engagement: The Wise app saw stable growth in monthly active users, reaching nearly 97K by December. The app audience consistently complemented the web users, with a notable overlap of over 80K users in December.

• Ad Spend & Channels: Wise increased its monthly advertising investment, with December's spend exceeding $380K, primarily through Facebook and Instagram, achieving nearly 95M impressions.

Amex Mobile App

Amex Mobile App’s digital footprint is evident through its website, americanexpress.com, and the Amex app.

• Audience Trends: Americanexpress.com experienced a decline in visits, from over 4M in July to about 2.9M in December. The monthly deduplicated audience also decreased, ending the year at approximately 330K.

• App Engagement: The Amex app maintained a steady monthly active user base, with active users hovering around 133K in December. The app-only audience was consistently significant, reflecting a strong mobile preference.

• Ad Spend & Channels: Amex did not report any monthly ad spend in this period, indicating a focus on organic reach and user engagement strategies.

XE.COM INC

XE.COM INC stands out with its website, xe.com, and app, Xe Send Money & Currency.

• Audience Trends: Xe.com showed fluctuating web visits, starting at over 1.3M in July and settling around 980K in December. The monthly deduplicated audience remained stable, with a slight dip in November.

• App Engagement: The XE app’s monthly active users increased steadily, reaching over 30K by December, indicating a growing preference for mobile transactions.

• Ad Spend & Channels: XE.COM’s monthly ad spend was minimal, with a brief activity in November on Facebook and Instagram, garnering approximately 137K impressions.

Conclusion

In Q4 2023, Wise Payments Limited, Amex Mobile App, and XE.COM INC demonstrated diverse strategies in Australia’s Consumer Finance category. Sensor Tower’s unique ability to cross-reference web, app, and advertising data offers unparalleled insights into these trends. For businesses seeking to understand cross-platform user behavior, Sensor Tower’s offerings, including Web Insights, Pathmatics, and App Performance Insights, are indispensable tools. By leveraging these insights, decision-makers can strategically position their brands for growth in an increasingly digital marketplace.