Web & App Connected: The Hidden Competitive Market for Financial Services
See who's really leading in Financial Services once web and app audiences are combined, and where challengers are gaining ground. This report reveals the competitive picture across 20 leading US financial brands that web data alone can't show.
Web traffic alone won't tell you who's winning
In the report:
- The Market Beyond the Web: Watch the leaderboard flip once app users are counted. Brands that look mid-tier on the web turn out to be the largest players in the market.
- Competitive Momentum: See exactly which challengers are growing fastest, and how that stacks up against the brands you're already watching.
- Audience Relationships: Find out which fast-growing challengers already share customers with the market leaders, and what that overlap signals about where competition is heading next.
Engagement swings 7x by category
App share of activity ranges from 94% for payments apps to just 12% for brokerage and wealth - within one industry.
Cash App is #1, and 92% app-only
By total deduplicated audience it leads the US with 115.2 million users - most of whom never touch its website.
Chime’s growth comes from Chase
67% of Chime users already bank with Chase - its growth is coming from inside incumbents' customer base, not outside it.
Laurie Naspe
Director, Market Insights
Daniel Reid
Principal Market Insights Analyst
Sam Sheridan
Market Insights Data Analyst
Shiran Mor
Product Marketing Manager, App Intelligence
