Leading Brands in Australia’s Consumer Finance Category: Q4 2024 Analysis

Introduction

In the dynamic world of consumer finance, brands must continuously adapt to maintain their competitive edge. This article delves into the performance of leading brands in Australia’s Consumer Finance category during Q4 2024. We focus on three prominent players: Wise Payments Limited, XE.COM INC, and the Amex Mobile App, each demonstrating unique trends across their digital platforms. Data from Sensor Tower’s comprehensive suite, including Web Insights, App Performance Insights, and Pathmatics, provides an unparalleled view into their performance.

Wise Payments Limited

Wise Payments Limited, formerly known as TransferWise, continues to showcase robust growth across its platforms, both on the web and through its mobile app.

• Website Performance: The website, wise.com, exhibited a notable increase in visits from October to December 2024. Starting from roughly 4.3M visits in October, it experienced a slight dip to 3.5M in November, before rebounding to 4M in December.

• App Engagement: The Wise: International Transfers app saw a steady increase in monthly active users, climbing from approximately 122K in October to over 131K by December, highlighting the growing preference for mobile transactions.

• Audience Trends: The monthly deduplicated audience remained stable above 1.3M throughout the quarter, with the app showing a dominant presence over the web.

• Ad Spend & Channels: Wise increased its monthly advertising spend significantly in October, peaking at over $835K, primarily leveraging Facebook and Instagram channels, which delivered substantial impressions.

XE.COM INC

XE.COM INC, known for its currency exchange services, displayed varied engagement across its platforms.

• Website Performance: The website, xe.com, saw a decline in visits from October to November, dropping from over 1.1M to under 1M, before bouncing back to 1.3M in December.

• App Engagement: The Xe Send Money & Currency app maintained a stable monthly active user base, hovering around 35K throughout the quarter.

• Audience Trends: The monthly deduplicated audience spiked in December, reaching over 500K, with a notable increase in web-only visitors.

• Ad Spend & Channels: Advertising efforts were minimal, with a significant increase in November, spending over $6K monthly, primarily on Facebook.

Amex Mobile App

The American Express brand, through its website and mobile app, continued to engage a dedicated audience.

• Website Performance: The website, americanexpress.com, showed consistent visitor numbers, maintaining around 2M visits from October to December.

• App Engagement: The Amex app saw a slight fluctuation in monthly active users, peaking at 158K in October before settling around 151K in December.

• Audience Trends: The true audience remained stable, with a monthly deduplicated audience consistently around 320K. The app and web platforms exhibited similar engagement levels.

• Ad Spend & Channels: Amex increased its monthly advertising spend in November, reaching over $4K, with a focus on Facebook and Instagram channels.

Conclusion

The consumer finance sector in Australia is witnessing dynamic shifts, with Wise Payments Limited, XE.COM INC, and Amex Mobile App leading the charge. Sensor Tower's data highlights how these brands are leveraging web and mobile platforms to engage users effectively. By cross-referencing web, app, and advertising data, Sensor Tower provides invaluable insights into cross-platform user behavior, helping brands navigate the competitive landscape.

For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.