Install growth is a weak proxy for usage

The chart compares year-over-year install and session growth across finance app categories in H1 2025, from Adjust’s Finance App Insights Report 2025.

Crypto stands out for the wrong reason: installs jumped 90%, but sessions only grew 2%. Banking went the other way, with installs down 76% and sessions down 3%. Across all finance apps, installs fell 15% while sessions rose 16%.

That gap is the useful part. Installs can look impressive without telling you whether people actually came back or used the product. This is why the benchmark needs to move beyond install volume and into qualified action.

Data source: Adjust Finance App Insights Report 2025

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