Leading Brands in Australia’s Credit & Lending Category: Q1 2025 Overview

In the ever-evolving landscape of credit and lending in Australia, Q1 2025 has seen significant activity from leading brands such as Afterpay, Latitude Financial Services, and Klarna INC. Leveraging Sensor Tower’s robust data analytics, we provide an insightful look into the performance and trends of these brands across web and app platforms. Sensor Tower’s unique cross-referencing capabilities offer unparalleled insights into user behavior, monthly ad spend, and platform engagement.

Afterpay

Afterpay continues to dominate with its digital presence both on its website, afterpay.com, and its app, Afterpay: Pay over time.

• Audience Trends: From Q4 2024 to Q1 2025, the website saw a decrease in unique visits, stabilizing around 900K by March. The monthly deduplicated audience remained stable above 2.3M throughout the quarter, with a notable shift towards app engagement.

• App Engagement: The app maintained a steady monthly active user base, peaking over 900K in February. This indicates a strong preference for mobile usage among Afterpay’s audience.

• Ad Spend & Channels: Monthly ad spend increased significantly in March, reaching over $700K, with TikTok and Instagram being the primary channels for impressions. This highlights a strategic focus on younger demographics via OTT platforms.

Latitude Financial Services

Latitude Financial Services has shown consistent performance through its website, latitudefinancial.com.au, and the Latitude App.

• Audience Trends: The website experienced a slight increase in visits, peaking at over 1.2M in March. The monthly deduplicated audience remained stable, with a balanced distribution between web and app visitors.

• App Engagement: The app’s monthly active user base slightly declined to around 85K by March, suggesting a need for enhanced mobile engagement strategies.

• Ad Spend & Channels: Monthly ad spend saw a significant drop to under $50K in March, with a focus on YouTube for impressions. This shift may indicate a strategic reallocation of marketing resources.

Klarna INC

Klarna INC has continued to expand its reach with klarna.com and the Klarna | Shop now. Pay later. app.

• Audience Trends: The website experienced a surge in visits, more than doubling to over 400K by March. The monthly deduplicated audience also grew, reaching 386K, driven by increased app engagement.

• App Engagement: The app saw rapid growth in monthly active users, surpassing 390K in March, reflecting Klarna’s effective mobile strategy.

• Ad Spend & Channels: Despite minimal monthly ad spend, primarily on Instagram, Klarna achieved substantial impressions, underscoring the brand’s organic growth and strong market presence.

Conclusion

Q1 2025 has been a dynamic period for the credit and lending sector in Australia, with Afterpay, Latitude Financial Services, and Klarna INC leading the charge. Sensor Tower’s comprehensive data insights provide a clear picture of cross-platform engagement, monthly ad spend, and market trends, essential for understanding the competitive landscape. For more detailed insights, explore our Web Insights, App Performance, and Advertising offerings. Sensor Tower’s consolidated data offers unique advantages for decision-makers seeking to navigate and capitalize on market dynamics effectively.