Leveraging New Year’s resolutions: User acquisition strategies for finance app growth

“New Year, New You!”—is the mantra that motivates millions to search the App Store for new financial apps after the holidays, to take control of their budgets, pay off debt, or be eager to save more… perhaps all of the above.

So how can you turn these temporary decisions into long-term users for your finance app? By leveraging strategic, performance-based buying tactics, you can leverage Q1 momentum to turn January downloads into a loyal, engaged user base.

First quarter increase and New Year’s resolutions

There is a significant increase in the number of installations of financial applications every quarter. downloads often increase by more than 20% compared to other quarters. In fact, global finance app installs in the first quarter of 2024 36% increase compared to the first quarter of 2023This reflects growing demand as more consumers turn to digital tools to manage their finances. This seasonal boost offers your app a unique opportunity to attract motivated users who are actively seeking support with their financial decisions.

Beyond just downloads, the level of engagement in financial apps also increases in the first quarter. New users tend to check in frequently, revisiting apps several times a week to take advantage of premium features, track spending, manage new budgets, and/or track savings. As a result, in-app revenue for finance apps increased by: 119%, plus one 23% increase in sessions In the first quarter of 2024 compared to the previous year. With such high engagement, Q1 presents a significant opportunity to convert these motivated users into long-term, loyal customers.

Targeting high-quality users through high-intent channels

To attract these high-quality users in Q1, you should focus on high-intent traffic sources targeting individuals who are actively seeking solutions to their financial goals:

Apple Search Ads

By targeting specific financial keywords like “how to save” or “best budgeting apps,” finance app marketers can reach users who are actively searching for solutions. These search queries immediately signal actionable intent, making users more likely to engage with an app that meets their needs. With Apple Search Ads, your app listing appears at the top of relevant search results, resulting in higher visibility and conversion rates. Applications that use this channel are average 50% conversion rateIt outperforms other mobile ad platforms.

Keyword conquest

Increase your app’s visibility and attract high-intent users by aligning with the exact terms they’re searching for, like “debt tracking” or “investment instruments.” This strategy increases organic volume, improves app store rankings, and builds credibility, making your app more discoverable to the most valuable users. By ranking higher for relevant keywords, your app benefits from increased visibility, improved reputation, and the halo effect that positions it as the best in its category, all while maximizing conversion potential.

retargeting

Retargeting is a valuable technique for re-engaging users who have expressed interest but have not yet converted. By reminding users who have engaged with your app but haven’t taken the final step of downloading or subscribing, you can reinforce your app’s value, offer incentives, and increase the likelihood of converting qualified leads into loyal, long-term customers.

case study

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Turning New Year’s momentum into long-term engagement

A successful approach to keeping new users of your app engaged beyond the initial New Year resolution period may include a combination of educational content, incentives, and goal tracking tools. These features not only help users focus on their financial goals, but also provide long-term value, ensuring they continue using the app after the initial solution excitement wears off.

Push notifications that address users’ specific behaviors or financial situations are particularly effective in driving regular interactions. Research showed that personalized notifications can increase retention by up to 51%highlights the effectiveness of this strategy in promoting long-term retention.

pretend^(cb) It uses an advanced optimization approach, running a custom campaign model that prioritizes both primary and secondary KPIs to ensure maximum success. For example, when a popular banking app aims to increase installs and sign-ups, Perform^(cb) by optimizing traffic for both destinations, 233% increase in new users and over 15,000 registrations within a month. As your campaign data evolves, we continually fine-tune strategies to maintain a steady flow of high-value users under a pay-for-results model that aligns with your long-term goals.

From resolution to hiding

To drive sustained growth and keep users hooked year-round, you must optimize well beyond the January rush. This is not about new decisions; it’s about designing an experience that turns short-term interest into long-term engagement long after the ball drops.

Ready to optimize your app’s user acquisition strategy and increase engagement post-New Year? Reach out to make it happen^(cb) Today Discovering custom solutions designed to deliver lasting success.