In today’s competitive fintech landscape, getting a new user to download your app is only the beginning. The real challenge? According to a report, 73% of users abandon new fintech apps within their first week. Additionally, another study reveals that over 92% of new users disengage within two years. These statistics only highlight the urgent need for effective churn reduction strategies.
Furthermore, acquiring new users is becoming increasingly expensive. According to the Harvard Business Review, acquiring a new customer can cost five to 25 times more than retaining an existing one. So, if you’re not investing in app user retention, you’re burning your marketing budget.
But this isn’t just about metrics—it’s about building a growth engine that runs on user satisfaction. Strong retention translates to:
- Sustainable revenue from subscriptions, transaction fees, and premium features
- Organic word-of-mouth referrals from happy users
- Valuable behavioral data that informs product decisions and monetization strategies
Let’s explore 10 proven user retention strategies that will directly contribute to churn reduction and long-term mobile app growth. As an app developer, you will build active users when you follow some or all of the below-mentioned mobile app retention strategies.
1. Optimize onboarding for instant value delivery
Why onboarding matters
You’ve already won the first battle—getting the install. Now comes the moment of truth: your onboarding flow. A confusing or bloated signup experience is one of the top drivers of user drop-off. AppsFlyer reports that 23% of users abandon an app after just one use, mainly due to onboarding friction. You need to prioritize onboarding to boost customer engagement and the app retention rate.
Proven tactics app marketers should embrace
- Minimize steps: Cash App simplifies onboarding with just a few essential inputs (email, phone, password).
- Enable social login: Many prefer Google or Apple sign-ins to avoid form fatigue.
- Interactive onboarding: Use gamified or visual walkthroughs like Revolut to showcase key features quickly.
- Provide immediate value: Incentivize the first transaction with a reward, such as “Transfer $10, get $5 free.”
Stat: Apps with optimized onboarding enjoy 50% higher Day 7 retention.
2. Personalize the experience with AI
Why personalization drives mobile app retention
Fintech users expect apps to understand their needs and behaviors. Generic experiences push users away, while personalization increases stickiness.
A McKinsey report reveals that 71% of consumers expect personalized content from companies, and 67% feel frustrated when their interactions aren’t tailored to their needs. Interestingly, as per the same report, businesses prioritizing personalization generate 40% more revenue than those that don’t.
Implementation tips
- Custom dashboards: NerdWallet customizes views based on user goals (saving, investing, budgeting).
- Smart notifications: “You usually transfer $500 on payday—would you like to schedule it?”
- Adaptive content: Offer savings tips to cautious spenders and portfolio insights to investors.
Leveraging machine learning to tailor content and UX enhances retention—and more importantly, drives churn reduction.
3. Gamification: Make finance fun and habit-forming
Why gamification works
Gamification introduces dopamine-inducing feedback loops that make financial activities more rewarding. Apps that gamify user journeys see 48% higher app engagement.
Examples
- Savings streaks: Acorns tracks and celebrates consistent saving.
- Achievement badges: Chime recognizes milestones, like on-time payments.
- Leaderboards: eToro’s CopyTrader encourages users to mimic successful investors and climb rankings.
Adding game mechanics keeps users returning, especially when tied to real progress and rewards.
4. Master push notification timing
Notification overload = uninstall risk
Notifications are a double-edged sword. When used thoughtfully, they can nudge users toward action. However, 78% of users say irrelevant or frequent push notifications are a dealbreaker.
Smart push strategy
- Behavioral triggers: Use real-time data—”Your paycheck just hit. Save 10%?”
- Exclusive offers: “Limited-time 5% cashback on grocery payments.”
- Respect the limit: Cap messages at 2–3 per week unless explicitly opted in.
Stat: Personalized push notifications can triple app retention.
5. Proactive customer support
Why service equals retention
Your users won’t tolerate friction. Whether it’s a failed transaction or a bug, 71% of users will abandon a company after a poor customer service experience.
Tools to deploy
- Chatbots: Bank of America’s “Erica” has answered 1.9 B+ queries annually so far.
- In-app live support: Keep users engaged while solving problems.
- Fraud alerts: Real-time flags build credibility and show you’re looking out for them.
Churn often follows poor support. Build strong support flows, and you will build trust.
6. Build a customer loyalty program that feels valuable
Why rewards work
Loyalty programs incentivize recurring behavior and provide a structured way to recognize and reward engaged users. 70 percent of consumers say rewards impact where they choose to spend.
Fintech loyalty models
- Referral bonuses: Venmo’s $10 for inviting friends is a viral acquisition and retention loop.
- Tiered memberships: Robinhood Gold gives access to advanced tools at better rates.
- Experience-based perks: Amex lets users unlock VIP events or travel offers.
Loyalty programs should align with your app’s financial ethos—whether saving, spending, or investing.
7. Security = trust = retention
Security isn’t optional—it’s expected
Fintech apps operate on trust. A single security breach or vague privacy policy can shatter that trust. According to a report, 61% of users have left an app they were using because of security concerns.
Must-have security features
- Biometric logins: Face ID and fingerprint are used by most leading fintech apps.
- Instant fraud alerts: Notify users of suspicious account activity in real-time.
- Fee transparency: Disclose all charges—no hidden fees, ever.
Strong security reassures users and plays a significant role in churn reduction.
8. Feedback loops: Listen, iterate, improve
Why feedback matters
You can’t fix what you don’t know, and 91% of unhappy users churn without ever complaining. User feedback is crucial as it will help you make necessary changes that will affect the user experience for all users on the app. Fintech firms that want to scale their digital banking or payment apps should devise a plan and process to figure out how to collect and work on customer feedback.
Tools to gather insight
- In-app surveys: Use short prompts post-interaction—”Was this helpful?”
- Exit surveys: Ask users why they’re uninstalling—then fix it.
- NPS (Net Promoter Score): Identify promoters vs. detractors and engage accordingly.
Use feedback to improve product-market fit and remove the friction that leads to silent churn.
9. Enable omnichannel engagement
Consistency across touchpoints = credibility
Modern users don’t rely on just one device.. They expect seamless service whether on mobile, desktop, smart assistant, or messaging app. According to the Harvard Business Review, 73% of users engage across three or more channels.
Omnichannel in action
- Voice banking: “Alexa, how much is in my Capital One account?”
- WhatsApp support: Instant balance checks via messaging apps.
- Web-mobile sync: Let users start a transaction on a desktop and finish it on their phone.
Omnichannel isn’t just a UX strategy—it’s undoubtedly the best retention strategy and churn reduction tool.
10. A/B test for continuous optimization
Always be testing
Fintech is dynamic. What works today might fail tomorrow. Brands that embrace A/B testing evolve faster and retain users better. It is a fintech strategy that will help you understand user behavior on your app and improve customer experience.
Testable elements
- Onboarding flows: 3 steps vs. 5? Which drives more completions?
- CTA buttons: “Start Investing” vs. “Grow My Money”
- Pricing models: Freemium vs. free trial—what drives longer customer retention?
Stat: Enhanced user experience design, achieved through A/B testing, has the potential to boost conversion rates by as much as 400%.
Conclusion: Churn reduction is your growth lever
User retention isn’t a UX afterthought—it’s a business imperative. In a fintech market where user acquisition costs are soaring, the most cost-effective growth path is keeping your hard-earned users through strategic churn reduction.
Applying AI personalization, gamification, push timing, and loyalty programs can help fintech companies turn casual users into loyal advocates. The benefits ripple across every department—from product to marketing to revenue. Some of these strategies should be implemented during the fintech app development phase.
Looking to scale your fintech app beyond traditional channels? Tap into AVOW’s mobile OEM advertising solutions and reach high-intent users directly on their devices through alternative app stores.