In today’s age, it seems like there is a finance app for nearly every type of user looking to get more done with their money – from trading and tracking investments to online banking and tax preparation. Top apps in the space often tackle more than just budgeting and savings, instead offering a more tailored approach to gaining financial wellness through niche experiences. This hyper-personalized approach makes finance apps one of the most popular categories in the app stores.
If you have a finance app you’re looking to market effectively, App Store Optimization serves as your foundation for success. What can you do to better market your finance app? It all comes down to selecting the right metadata strategy, creative optimization, and continuous improvement.
Incorporating compliant disclaimers and documentation helps you protect yourself from getting your app taken down by the app stores. It also helps establish rapport and transparency with your users.
Depending on the features, finance apps are required to disclose information that is pertinent to the nature of the services they provide. Bank affiliations and financial liability disclosures are just some of the general statements finance apps might have to disclose. It’s crucial to understand what claims you make and what information needs to be stated to not only inform your users but also avoid unnecessary regulatory or legal hurdles in the app stores.
Take a look at Apple and Google’s review guidelines below:
Finance apps make up one of the largest categories in the app stores. For every budgeting app on the market, there are dozens, if not hundreds of comparable apps available. So the question remains: how can you stand out among competitors?
Our ASO company has found that some of the most popular finance apps all have a defined target audience they stick to through and through. Whether it be specific age groups, interests, or occupations, these marketing messages resonate because they’re tailored to a specific demographic.
The finance goals of a Baby Boomer and a Millenial, for example, are very different and thus should consist of different calls to action, features, or objectives being highlighted. Whereas one demographic might be more focused on saving for a summer trip, another might be looking into retirement funds. Understanding what financial goals your users have and how to highlight them is paramount. Find your audience and convey a message that resonates with them.
Your brand is one of the most important features of your app. It acts as a point of differentiation in a highly saturated market and when curated correctly, creates a recognizable image users can identify in the long run. Additionally, a strong brand helps foster trust and acts as a source of quality confirmation for potential users who may have heard of it. Personal finance is a sensitive category as it deals with personal assets and liabilities. Maintaining an image that's friendly and trustworthy helps avoid possible negative perceptions or fears users might have.
Screenshots, app titles, and descriptions are all great places to inject branded messages and visuals that help promote your brand’s image. By using an ASO tool like Splitcube, you can test different tones of voice and creatives for their conversion potential to pinpoint the exact strategies that resonate with potential audiences.
When optimizing your app store listings, there are several factors that influence the direction your changes will take. Among them, are seasonal events.
For example, a money management app can opt to update its app metadata and creative in time for tax season. The developers can highlight features related to tax preparation, incorporate tax-centered keywords, and showcase how tax filing works within the app through their screenshots.
But that’s only one example. Keeping your finger on the pulse of developing events is a continuous process that will help you refine your app marketing strategy over time. Consider making a list of events that may be relevant to your audience, how you will respond to them, and what features you’ll highlight given internal and external changes. What your audience searches for today may not be the same tomorrow.
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