AppsFlyer, a unified marketing platform, supporting businesses to measure and optimize growth efficiency, has officially announced the State of Finance for Marketers 2026 report in the Asia-Pacific region (APAC).
In 2025, the financial application market at APAC entered a mature phase, with the number of installments decreasing by 17% compared to the same period, while spending on user attraction (UA) activities decreased by 27%. This trend reflects increasingly strict investment discipline and the shift to more selective user attraction strategies.
In Vietnam, the adjustment trend is clearer with installments down 22% and UA spending down 48%, belonging to the group with the strongest decrease in Southeast Asia. This shows that the market is gradually moving away from the growth model based on user size. However, paid installments increased by 75%, showing that businesses are still maintaining growth through targeted user attraction strategies and focusing on efficiency.
Meanwhile, spending on remarketing activities in Southeast Asia increased sharply by 193%, reflecting the trend of prioritizing retaining and strengthening interaction with existing users. Vietnam contributed significantly to this trend with an increase of 161% compared to the same period.
This strategic shift also brings positive results. The rate of retaining Android users after 30 days in Vietnam increased from 1.75% to 4.23%, higher than some markets in the region. This shows that the level of post-installation interaction is improving as user life cycle management strategies are being implemented more effectively.
The above developments show that the financial application market in Vietnam is shifting from a rapid growth phase based on attracting new users to a more mature development phase, focusing on retaining users and sustainable growth.
In addition, the fraud rate in the APAC region has decreased significantly from 41% to 22%, showing that the quality of traffic has improved. However, in Vietnam, this rate is still at 46%, showing that traffic quality risks still need to be controlled more closely through investment in measurement infrastructure and anti-fraud solutions.
Mr. Ronen Mense, President and CEO of AppsFlyer Asia-Pacific region, shared: "The financial services industry at APAC is entering a new stage of development. Attracting users is no longer the main competitive advantage. Leading businesses will be units that invest in solid measurement systems and exploit reliable data to make more accurate decisions.
