What Users Want in a Personal Finance App: Key Features & Marketing Insights

Millions of people worldwide now use personal finance apps. There are nearly as many reasons for doing so – from the real-time control and fewer financial surprises to lower fees and higher returns on their money to name but a few.

But with the personal finance app market overflowing with budgeting, saving, and investing tools, how do you build finance apps that people actually love to use?

Here’s the truth: it’s not just about features. It’s about feelings. Studies show users are more loyal to personal finance apps that reduce stress, not those with the most advanced tools. The best money apps make users feel in control, safe, and smarter about their financial choices.

In this guide, Blue Train Marketing dives into what users really want from personal finance apps – the must-have features that win downloads, the emotional hooks that keep users engaged, and the marketing insights that separate the fintech hits from forgettable also-rans.

What Are Financial Apps?

Personal finance apps are the digital sidekicks helping users track expenses, save for their holidays, grow investments or finally understand where all that ‘extra’ cash goes.

The best examples don’t just show numbers; they translate data into something more human – clarity, control, and will give an occasional high-five via your phone when a savings goal is achieved.

But here’s the tricky part: the personal finance app market is bursting at the seams, with predictions from Business Research Insights suggesting the global Personal Finance App Market is set to rise from approximately USD 25.8 billion in 2026, on track to hit USD 167.56 billion by 2035, growing at a CAGR of over 20% between 2026 and 2035.

Hundreds of personal finance apps promise to “simplify your finances”, “boost your savings”, or “track your cash flow”. Sound familiar? That’s because differentiation is the hardest job in fintech – and especially the marketing of personal finance apps.

The smartest marketing teams know that finance isn’t a feeling – but control is. That’s why top-performing financial management apps position themselves around financial wellness and empowerment, using clean design, warm language, and real-world storytelling to build trust.

Surrounded by overwhelming choice, that emotional connection is what keeps your personal finance management app from being just another icon lost on page three of someone’s phone.

Why Do People Use Financial Apps?

People don’t usually download personal finance apps because they love bar charts and balance sheets – they do it because money feels messy. Between bills, subscriptions, side hustles, and cheeky takeaways, most of us want to know one thing: Am I doing okay?

That’s the emotional core of every great finance app – clarity, control, and confidence. The best ones turn financial chaos and untamed spending habits into a sense of calm. Apps can automatically categorize expenses and elevate financial data into a reassuring sense of direction.

Whether it’s expense tracking, saving for a deposit or finally paying off that credit card, users crave budgeting apps that make personal finance management feel simple, not stressful.

The marketing campaigns that resonate most don’t shout about the money management apps’ features – they speak to feelings. “Feel in control of your money.” “Stress less about bills.” Those emotional hooks outperform any “AI-powered budget optimiser” line you can dream up.

The trick is connecting the mobile app to moments in users’ lives – saving for a wedding, starting fresh after uni, buying a first home. When your message mirrors their milestones, you’re no longer just a finance app; you’re a life ally.

Because at the end of the day, people don’t just want any finance apps – they want a sense that their money is finally working with and for them.

Types Of Personal Finance Apps

Not all personal finance apps are built the same. Some help you track spending, others automate your savings goals, and a few try to do it all – like a financial Swiss Army knife.

But whether your app focuses on budgeting, investments, or credit management, success depends on how well it fits into users’ lifestyle and financial planning needs.

Let’s break down the most popular categories (and what makes users fall in love with them).

Budgeting & Expense Tracking Apps

These budgeting apps turn “Where did my money go?” into “Oh, that’s where it went.” Tools like YNAB, PocketGuard, and Goodbudget help users understand, plan budgets, set spending limits, and automatically categorise expenses – essential features for anyone trying to get a grip on their financial habits.

But beyond the financial goals and numbers, the emotional sell is peace of mind. Smart marketing leans into calm visuals, simple UX, and real-life user feedback – because users want to feel better, not just budget better.

For example, on social media, influencer-led budgeting tools, like ‘cash stuffing’ videos, work wonders – showing that managing finances can be empowering (and even a little bit fun).

Saving & Goal-Setting Apps

Saving money is hard – which is why apps like Plum, Qapital, andCleomake it feel a little less effortless. These savings apps help users build emergency funds, set financial goals, and actually celebrate progress along the way.

Through round-ups, AI-powered nudges, and even cheeky chatbot encouragement, these personal finance apps turn saving from a chore into a bit of a game.

And that’s the real hook: gamification works. When users can see their progress – “You’ve saved £100 this month without even noticing!” – they stay motivated. In fact, research shows that gamified finance apps can boost saving habits by approximately 22% compared to non-gamified versions, especially through features such as goals, progress tracking, and rewards.

It’s proof that a little dopamine can go a long way in building better financial habits and improving the financial situation of consumers.

Investment & Wealth-Building Apps

Apps likeMoneybox, Robinhood, and Acorns go beyond budgeting to help users build wealth through investment tracking, asset allocations, and even mutual funds.

But many users are terrified of investing, with only around a third of Britons willing to invest savings into stocks and shares, partly due to low financial confidence and concerns about risk.

Education becomes your best sales tool here. By turning financial literacy into content – think guides, reels, webinars – brands can draw attention to their finance apps while building consumer trust and retention simultaneously.

Transparency is vital: clear fees, plain language, and user-first onboarding make all the difference. The winning narrative isn’t “beat the market” – it’s “start small, learn fast, and grow confidently”.

Credit & Debt Management Apps

Credit and debt management tools likeCredit Karmaand Tally personal finance apps help users improve financial health by monitoring credit scores, managing repayments, and reducing debt stress. These personal finance apps succeed when they feel like coaches, not judges.

Marketing that focuses on progress rather than problems wins hearts. Campaigns showcasing user journeys – “How I paid off £5,000 in 6 months” – turn financial recovery into an achievable story. Add milestone emails or push notifications that celebrate improvement, and users stay motivated to keep going.

All-in-One Financial Hubs

Then there are the all-in-one finance apps – like Revolut and Monzo – that combine budgeting, saving, and investment tracking, and payment systems in one slick dashboard. These personal finance management solutions impress users who want everything – from bank accounts to cash flow visualisations – in one place.

Marketing here is all about ecosystem storytelling: unified control, seamless UX, and perks that enhance everyday life (budgeting features such as travel discounts, cashback, subscription management). The positioning? “Your financial life, all in one app.” Add lifestyle branding, and suddenly you’re not selling finance – you’re selling financial freedom.

What People Want From Personal Finance Apps

If you strip away the shiny dashboards and buzzwords, what users really want is simplicity: a financial management app that gets them. The best personal finance apps understand how people actually behave with money – not how they wish they did. They smooth out the rough edges of real life: forgotten bills, impulsive spending, and inconsistent saving.

Today’s users expect money management apps to act like intuitive partners – pulling together essential features and financial data from bank accounts, credit cards, and other financial institutions to create a single, stress-free picture.

Nearly 70% of consumers are looking for financial insights that feel personal, not robotic. If personal finance apps can automatically categorise expenses, highlight spending patterns, and offer a gentle “hey, maybe skip that third subscription this month”, even better.

But trust is the dealbreaker. With so much aggregated financial data being shared, users gravitate towards apps that make security visible – clear privacy language, two-factor authentication, and confidence-building transparency around how data is used.

People don’t just want the latest personal finance apps – they want a sense that their financial life is finally moving in the right direction. Deliver that, and you’re no longer just on their phone – you’re part of their story.

Core Features That Give Users Financial Confidence

Users want more than personal finance apps that look good – they want apps that actually help them with the unglamorous task of manage their finances better.

The following features don’t just improve the user experiences; they also build trust, drive engagement, and give marketers strong stories to tell.

Security: Building Trust Through Protection

If a finance app isn’t secure, nothing else matters. Users expect bank-level protection, from end-to-end encryption and two-factor authentication to regular security audits.

But security isn’t just a back-end concern – it’s a marketing asset. Brands that communicate protection clearly, through visual trust cues and transparent policies, see higher conversion rates.

Security should be front and centre in onboarding, ad copy, and even app-store descriptions.

Personalisation: Adapting to Real-Life Money Habits

A great personal financial management solution feels tailor-made.

Through AI-powered insights, behavioural tracking, and automatically categorised expenses, users get a dashboard that mirrors their financial reality.

From a marketing standpoint, personalisation is not only retention fuel, but increasingly part of the user’s expectations. It allows for segmented email flows, dynamic landing pages, and personalised push notifications – all proven to lift engagement and reduce churn.

Analytics: Turning Data Into Financial Insight

Raw financial data is boring; but actionable insights are gold.

The best personal finance apps translate spending habits, cash flow, and investment tracking into clear visuals and smart nudges towards the user’s financial health goals.

For marketers, these analytics double as storytelling opportunities – “see where your money goes”, “track progress in real time”, “make decisions confidently”.

Educational content and data visualisation can also extend brand reach, positioning the app as a trusted financial guide.

Automation: Saving Time & Mental Energy

From automatic bill payments to predictive budgeting and recurring transfers, automation is now a baseline expectation in personal finance apps.

It helps users stay consistent without constant effort – and that’s a compelling message in every marketing channel. The more friction you remove, the more likely users are to trust and recommend your personal finance app.

Post-Launch Support: Sustainable Confidence

Even the most polished minimum viable product needs care once it’s live. Your software development cycle must accommodate continuous updates, especially in the early stages. Delivering responsive customer support and new advanced features show consumers that their app – and user feedback – actually matter.

For marketers, these updates create repeatable launch moments: fresh reasons to re-engage users and remind them why they chose your personal finance app over a competitor’s.

Conclusion

The takeaway? Personal finance app development isn’t just about sleek UX or smart AI – it’s about trust, relevance, and showing users real value, fast.

That’s where we come in. Blue Train Marketing helps fintech and B2B tech brands stand out with strategy, storytelling, and campaigns that actually convert. Whether you’re launching a new app or scaling an established product, we’ll help you connect the features you’ve built with the users who need them.

Fintech isn’t just a product battle — it’s a trust battle. The brands that win are those that communicate value clearly, consistently, and humanly.

Let’s turn your fintech marketing into momentum. Get in touch with Blue Train.