Leading Brands in Brazil's Consumer Finance Category: Q1 2025 Overview

Introduction

In the ever-evolving landscape of consumer finance, understanding digital engagement across platforms is crucial. Sensor Tower's unparalleled insights provide a comprehensive view of the leading brands in Brazil's Consumer Finance category for Q1 2025. This article examines the performance of Caixa Econômica Federal (CEF), Wise Payments Limited, and XE.COM INC, highlighting their audience trends, app engagement, and advertising strategies.

Caixa Econômica Federal (CEF)

Caixa Econômica Federal’s digital presence is robust, with its platforms caixa.gov.br and youse.com.br, along with the CAIXA app.

• Audience Trends: The website caixa.gov.br maintained a stable monthly deduplicated audience above 100M throughout Q1 2025. The site experienced a peak in December 2024, with over 550M unique visits. Yous.com.br saw a more modest monthly audience, generally under 700K unique visits.

• App Engagement: The CAIXA app’s monthly active users hovered around 19M, indicating consistent engagement. The app attracts a significant portion of CEF's total audience, with app-only visitors exceeding 50M.

• Ad Spend & Channels: CEF's monthly advertising spend peaked in December 2024 at over $1M, primarily on Facebook and Instagram. However, post-December, monthly ad spend decreased significantly, with March 2025 seeing a spend of just over $160K.

Wise Payments Limited

Wise Payments Limited, known for its platform wise.com and the Wise: International Transfers app, showed notable trends in Q1 2025.

• Audience Trends: Wise.com experienced a significant increase in visits, reaching over 30M unique visits by March 2025. This growth reflects heightened interest in Wise's services.

• App Engagement: The Wise app saw a steady increase in monthly active users, peaking at approximately 710K in January 2025. This indicates a growing preference for mobile transactions.

• Ad Spend & Channels: Wise’s monthly advertising expenditure increased throughout Q1 2025, with March seeing a spend of over $370K. Facebook and Instagram were the dominant channels, emphasizing Wise's focus on social media advertising.

XE.COM INC

XE.COM INC’s digital footprint includes xe.com and the Xe Send Money & Currency app.

• Audience Trends: Xe.com experienced fluctuating web traffic, with unique visits ranging between 500K to 1M. The website audience is significantly larger than the app's.

• App Engagement: The Xe app’s monthly active users remained stable, under 4K, reflecting a more niche user base compared to web visitors.

• Ad Spend & Channels: XE’s monthly advertising activity was minimal, with a negligible spend of just over $200 by March 2025, primarily on Facebook.

Conclusion

The Q1 2025 analysis of Brazil's Consumer Finance category reveals diverse strategies and engagement trends among leading brands. Caixa Econômica Federal maintains a strong user base across platforms, Wise Payments Limited grows its digital presence through active advertising, and XE.COM INC focuses on a niche audience. Sensor Tower’s comprehensive data offers critical insights into these trends, emphasizing its role in understanding cross-platform user behavior.

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