Leading Consumer Finance Brands in Australia Q1 2025

In the dynamic landscape of consumer finance, several brands emerged as leaders in Australia during Q1 2025. This article delves into the performance and trends of Wise Payments Limited, XE.COM INC, and the Amex Mobile App. Leveraging Sensor Tower’s comprehensive data, we explore how these brands engage audiences across web and mobile platforms.

Wise Payments Limited

Wise Payments Limited, known for its innovative approach to international transfers, maintains a significant presence both online and on mobile platforms.

• Website Performance:

  • wise.com saw fluctuating visits from Q4 2024 to Q1 2025, peaking in October with over 4.4M visits and stabilizing around 3M by March.

  • Unique monthly visits remained above 300K, with an increase in visits per unique visitor, suggesting strong user engagement.

• App Engagement:

  • The Wise: International Transfers app saw its monthly active users grow steadily from 120K in October to nearly 140K by March, reflecting increased mobile adoption.

• Audience Trends:

  • The monthly deduplicated audience hovered around 1.3M throughout the quarter, with a notable balance between app and web users.

  • App-only visitors consistently surpassed web-only visitors, indicating a strong mobile preference.

• Ad Spend & Channels:

  • Monthly advertising spend peaked in October at over $800K, predominantly through Instagram and Facebook, driving substantial impressions.

XE.COM INC

XE.COM INC, a key player in currency exchange, demonstrated stable growth and engagement across its platforms.

• Website Performance:

  • xe.com experienced a significant rise in visits, starting at over 1.1M in October and reaching nearly 2M by March.

  • Unique monthly visits remained robust, reflecting a diverse and consistent user base.

• App Engagement:

  • The Xe Send Money & Currency app maintained a stable monthly active user base, averaging around 35K.

• Audience Trends:

  • True audience numbers increased steadily, with a notable rise in app-only users, indicating growing mobile engagement.

• Ad Spend & Channels:

  • Monthly ad spend saw a significant increase in February, reaching over $30K, primarily on Facebook, resulting in millions of impressions.

Amex Mobile App

The Amex Mobile App stands out with its comprehensive digital strategy, effectively engaging users across platforms.

• Website Performance:

  • americanexpress.com visits peaked in January with over 3.4M visits, demonstrating strong web engagement.

  • Unique monthly visits showed consistent growth, with a sharp increase in visits per unique visitor in January.

• App Engagement:

  • The Amex app experienced a slight increase in monthly active users, nearing 170K by March.

• Audience Trends:

  • The monthly deduplicated audience remained above 300K, with a balanced distribution between app and web users.

  • Web and app visitors displayed a steady overlap, indicating a seamless user experience across platforms.

• Ad Spend & Channels:

  • Advertising efforts were minimal in Q1 2025, with a brief increase in February on Facebook.

Conclusion

The consumer finance sector in Australia is witnessing dynamic shifts as brands like Wise Payments Limited, XE.COM INC, and Amex leverage both web and mobile platforms to expand their reach. Sensor Tower’s data provides unparalleled insights into these trends, highlighting the critical role of cross-platform engagement in the digital era. For more detailed insights, explore our Web Insights, Ad Spend Analysis, and App Performance Data.