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Although many legacy financial services brands have apps that are well established on the App Store, their sustained prominence is at risk. The success of mobile-first fintech upstarts depends on app downloads, such that gaining high visibility in the App Store Finance category has become cutthroat. As brands increase their use of Apple Search Ads to promote their offerings, App Store optimization will challenge the discoverability of legacy brand apps that rely on direct referrals from other digital properties to drive downloads.