Leading Brands in Brazil's Investing & Financial Management Category: Q1 2025 Overview

In the ever-evolving landscape of investing and financial management, several brands have emerged as leaders in Brazil, boasting substantial monthly deduplicated audiences across their websites and apps. In this article, we delve into the performance and trends of three prominent brands: Binance, Investing.com, and Coinbase. Using comprehensive data from Sensor Tower, we explore their digital presence and advertising strategies from Q4 2024 to Q1 2025.

Binance (BAM Trading Services Inc.)

Binance, a key player in the cryptocurrency market, maintains a strong digital footprint through its website, binance.com, and the app, Binance: Buy Bitcoin & Crypto.

• Audience Trends: The monthly deduplicated audience for Binance remained relatively stable, hovering above 4.4M in Q1 2025. The website experienced a decline in visits, with a decrease from over 41M in December 2024 to around 17M by March 2025. The app-only visitors consistently outnumbered web-only visitors, indicating a preference for mobile engagement.

• App Engagement: Monthly active users of the Binance app peaked at over 1M in January 2025 but saw a decline to approximately 757K by March. This trend suggests a shift in user engagement patterns.

• Ad Spend & Channels: Binance's monthly ad spend peaked in January 2025 at over $315K, with a significant presence on TikTok, which accounted for substantial impressions. The focus on social media channels like Instagram and TikTok highlights Binance's strategy to reach a younger audience.

Investing.com (Fusion Media Limited LLC)

Investing.com continues to be a significant player with its website, investing.com, and the app, Investing.com: Stock Market.

• Audience Trends: The website's unique visits peaked at over 2.4M in January 2025, reflecting a strong web presence. The true monthly deduplicated audience remained stable above 2.4M in Q1 2025, with web-only visitors dominating.

• App Engagement: The app maintained a consistent user base, with monthly active users fluctuating around 240K. This stability indicates a loyal user base.

• Ad Spend & Channels: Advertising activity was minimal, with negligible monthly spend and impressions, reflecting a focus on organic growth.

Coinbase, Inc.

Coinbase stands out with its robust digital strategy, encompassing the website, coinbase.com, and the app, Coinbase: Buy BTC, ETH, SOL.

• Audience Trends: The website experienced a significant spike in visits in December 2024, exceeding 29M, before stabilizing around 5.5M by March 2025. The monthly deduplicated audience remained above 1.4M in Q1 2025, with a balanced distribution between web and app visitors.

• App Engagement: The app's monthly active users peaked at over 300K in January 2025, indicating heightened interest during this period.

• Ad Spend & Channels: Coinbase's monthly ad spend was highest in December 2024 at around $192K, with TikTok and Instagram as primary channels. This strategy likely aimed to capitalize on the holiday season's increased activity.

Conclusion

The performance trends of Binance, Investing.com, and Coinbase in Brazil's investing and financial management sector underscore the dynamic nature of digital engagement. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these trends, enabling brands to make informed strategic decisions across platforms.

As these brands continue to adapt to changing user behaviors and market conditions, their strategies in both web and app engagement, as well as advertising, will be pivotal in maintaining their leadership positions. Sensor Tower remains committed to delivering the data-driven insights necessary for decision-makers to navigate this competitive landscape effectively.