AppsFlyer’s latest State of Finance for Marketers in APAC 2026 report highlights a significant shift in the financial services sector, with a 17% decline in app installs across the Asia-Pacific region last year. The report, released on 26 March 2026, indicates that banks and fintech companies are adapting to a more complex market environment by focusing on user retention rather than acquisition.
The report reveals that user acquisition (UA) spending dropped by 27% as companies exercised tighter budget controls. Instead, there was a notable increase in remarketing efforts, particularly in Southeast Asia, where investment surged by 193%. This trend is most pronounced in Thailand, the Philippines, and Vietnam, reflecting a strategic pivot towards engaging existing users.
Ronen Mense, President and Managing Director of APAC at AppsFlyer, stated, “Financial services growth in APAC is evolving. Acquisition alone is no longer the differentiator. Institutions that will lead are those building strong measurement infrastructure and using trusted data to drive smarter decisions.”
Key insights from the report include a rise in Android Day-30 retention rates in Southeast Asia from 2.35% to 3.86%, and a record 16% share of installs for iOS, indicating a shift towards higher-value user segments. Indonesia emerged as a significant market, accounting for 39% of Android in-app revenue.
Despite a decline in fraud rates from 41% to 22%, approximately 20% of installs remain fraudulent, highlighting ongoing challenges in maintaining quality. The report also notes the increasing use of AI as a decision-support tool, rather than a replacement for strategic decision-making.
As financial institutions continue to navigate these changes, the focus on lifecycle performance and monetisation depth is expected to shape future growth strategies.
