Leading Consumer Finance Brands in Australia: Q3 2024 Analysis

Introduction

In Q3 2024, the Consumer Finance category in Australia experienced dynamic shifts in audience engagement across leading brands. This article delves into the performance of Wise Payments Limited, XE.COM INC, and the Amex Mobile App, highlighting their web and app presence. With data provided by Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, we offer a comprehensive look at how these brands are navigating the digital landscape.

Wise Payments Limited (formerly TransferWise)

Wise Payments Limited showcases a robust digital presence with its website, wise.com, and the Wise: International Transfers app.

• Audience Trends: From Q2 to Q3 2024, wise.com experienced fluctuations in web visits, starting at approximately 3.9M in May and dipping to around 2.8M in September. The monthly deduplicated audience remained stable above 1.2M throughout the quarter, indicating consistent user engagement across platforms.

• App Engagement: The Wise app maintained a steady growth in monthly active users, peaking at over 120K in September, reflecting a growing preference for mobile transactions.

• Ad Spend & Channels: Wise significantly increased its monthly ad spend in September, reaching nearly $675K with impressions topping 138M. The dominant channels were Instagram and Facebook, each contributing substantially to their digital outreach.

XE.COM INC

XE.COM INC continues to be a key player with its website, xe.com, and the Xe Send Money & Currency app.

• Audience Trends: XE's web visits saw a notable rise in September, reaching around 1.7M, with unique visits fluctuating around 300K. The monthly deduplicated audience peaked at over 430K in July, driven predominantly by web traffic.

• App Engagement: The Xe app showed a consistent increase in monthly active users, closing the quarter with over 35K users, indicating a steady user base.

• Ad Spend & Channels: Advertising efforts were minimal, with a slight increase in September. Facebook and Instagram were the primary channels, albeit with modest impressions.

Amex Mobile App

Amex maintains a strong presence through its website, americanexpress.com, and the Amex app.

• Audience Trends: The website experienced significant traffic, with visits peaking over 3M in August, while the monthly deduplicated audience remained stable around 400K.

• App Engagement: The Amex app had a stable monthly active user base, with users hovering around 155K throughout the quarter.

• Ad Spend & Channels: Amex’s ad spend was modest, with a focus on Facebook and Instagram. The monthly spending peaked in July, with impressions exceeding 300K.

Conclusion

In Q3 2024, Wise Payments Limited, XE.COM INC, and Amex demonstrated distinct strategies in engaging their audiences across digital platforms. Sensor Tower's unparalleled data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide critical insights into these trends, emphasizing the importance of cross-platform user behavior understanding in the competitive Consumer Finance sector.

Harnessing these insights offers a unique advantage for decision-makers, enabling them to strategically position their brands in the evolving digital ecosystem. Sensor Tower remains committed to empowering businesses with the data they need to drive growth and innovation.