Investment App Market and Advertising Trends 2025

Mobile apps have become the primary entry point for financial services—from everyday Consumer Finance and banking apps to more innovative tools like investing and cryptocurrency platforms. The entire ecosystem continues to expand, with steady year-over-year growth across all major categories.

Investing & Financial Management is the third-largest financial services category, supported heavily by the rapid rise of cryptocurrency platforms. Quarterly downloads for investment-related apps approaching 300 million, with crypto apps contributing a major share—showing how mobile tools are reshaping the way users build and manage wealth.

Note: The download data in this report are based on estimated downloads from the App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android marketplaces. Google Play is not available in Mainland China.

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Mobile-First Trading and Crypto Platforms Drive 2025 Growth in Investing Apps

Investing apps are now central to how users enter global financial markets, with leaders like Groww, Angel One, and Olymptrade each pulling in tens of millions of downloads in 2025. On the crypto side, adoption is even more explosive—Binance added over 60 million new downloads this year, while Pi Network and World App continue to scale rapidly in 2025. Together, these platforms highlight how mobile-first trading and digital assets are reshaping user behavior worldwide.

Growth in 2025 is especially strong for investing apps, with trading platforms iFiND / Flush, FBS, and XM 360 surging on the back of aggressive mobile expansion, strong education content, and growing interest in multi-asset trading. Combined with simplified onboarding and low-cost brokerage models from Dhan, SBI Securities, and Trade Republic, these trends are pulling millions of new investors into global markets.

Regional rankings show a varied investing ecosystem shaped by regulation and market maturity. The U.S. and Japan lean toward established brokers, while India, Indonesia, and Southeast Asia favor mobile-first trading apps catering to new retail investors. China and Vietnam highlight strong homegrown platforms built for local financial systems.

Regional Cryptocurrency leaders vary dramatically—from U.S. exchanges like Coinbase to Southeast Asia’s fast-rising Web3 communities. Platforms such as Pi Network and World App dominate multiple markets, while Binance, OKX, and local wallets remain key players. This diversity reflects how crypto adoption evolves differently across regulatory and cultural environments.

Who Uses Investing Apps? Clear Male Majority and Strong Millennial–Gen X Participation Across Markets

Across markets, investing apps skew male, but more advanced economies show noticeably higher female participation. Countries like South Korea (38%), Japan (25%), Singapore (25%), and the U.S. (22%) are far more balanced than high-growth markets such as India and Vietnam, where female make up only 13–17%. This suggests economic maturity correlates with more inclusive investing behavior.

Understanding who uses investing apps—and how this differs by market—helps banks and fintechs optimize UX, messaging, and growth strategies. Mobile app data reveals not just user counts, but who is driving adoption. This is critical for designing inclusive digital services and for targeting segments still underserved by traditional financial institutions. 

Case Study: Advertising Tactics from Leading Investing Apps

Launched in 2017, Groww has become one of India’s leading investment platforms, making stock, mutual fund, and ETF investing simple for millions. In 2025, it became the first and fastest Indian investment app to exceed 100 million downloads worldwide, marking a major milestone in the country’s digital finance growth.

Groww’s success stems from its intuitive design and transparent approach, lowering entry barriers for new investors. Its user-friendly tools and low fees have made it especially popular among younger, mobile-first users seeking accessible and trustworthy investing options. Its marketing strategy focuses on relatable storytelling across YouTube, Facebook and Instagram. Ads highlight real-life financial goals and milestones through everyday scenes and influencer collaborations—building trust, brand familiarity, and engagement across India’s growing retail investor base.

Access the full report for more examples of advertising strategies by investment & financial management brands around the world.

Looking Ahead: The Future of Investing & Financial Management

As mobile investing accelerates, the next challenge for investment platforms will be balancing ease of entry with richer education, smarter tools, and more personalized portfolio support. With millions of new retail investors coming online—especially across India and Southeast Asia—both established brokers and digital-first challengers have significant room to scale, differentiate, and deepen long-term engagement.

For a full breakdown of investment app trends, audience profiles, and advertising strategies, download the complete report below.