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Fintech Marketing Benchmarks: 2024 Strategic Insights

December 29, 2023
8 mins

Digital marketing has become an essential element for fintech and banking firms aiming to engage their target audience, enhance brand visibility, and boost transactions. Consequently, fintech and banking marketers allocate 33% of their entire marketing budget to digital channels. But how can you determine the effectiveness of your fintech and banking digital marketing strategy and ensure your investment is adequate? The answer lies in benchmarks!

In this article, we will explore the critical digital marketing benchmarks of the fintech and banking industry. These insights will provide you with the knowledge necessary to make informed, data-driven choices and shape strategic initiatives for 2024.

Website Benchmarks for Fintech

Understanding website traffic is crucial for financial services aiming to optimize their online presence. It provides insights into the reach and popularity of your digital platforms, revealing how effectively you're attracting potential clients. 

Let’s take a look at some of the website traffic benchmarks.

On-site Engagement

For the top 100 global websites in the category, the metrics are as follows: they receive a monthly visit count of 5.7 billion, with visitors staying on the site for an average duration of 6 minutes and 3 seconds. On average, users browse through 6.5 pages per visit, and the bounce rate stands at 32.8%.

Traffic Sources

Direct visits account for the majority of traffic to the leading financial services websites globally at 62.6%, with organic search (19.3%) and referrals (11.6%) following. Other channels contributing to traffic include email (2.9%), social media (2.1%), paid search (0.8%), and display advertising (0.6%).

Traffic sources for financial websites

Traffic Distribution by Device

fintech websites traffic from device

These metrics emphasize the need for a seamless desktop interface; however, given the significant proportion of mobile users, it's equally crucial to ensure a positive experience on mobile devices.

Annual Organic Traffic Growth

Fintech websites are really growing fast, with a 35% increase in organic website visits each year. This shows that more people are looking for financial help online and that fintech companies need to make sure their websites are easy to find and use to keep up with the growing digitalization of the industry.

SEM/PPC Click-through Rate

The click-through rate (CTR) for financial websites when using SEM (Search Engine Marketing) or PPC (Pay-Per-Click) ads is 1.9%

This means out of every 100 times an ad is shown, it gets clicked on nearly 2 times. It's a useful number to know because it tells financial websites how often people are clicking on their ads compared to how often they're seen.

Email Benchmarks for Financial Services

For financial websites, the click-through rate (CTR) for emails is 4.9%

This means for every 100 emails sent, nearly 5 people are clicking on links within those emails, indicating how effective the emails are at engaging recipients and prompting them to take action.

Other email benchmarks for fintech companies include the following:







App Benchmarks for Fintech Businesses

Following these benchmarks is really important because of the growing amount of financial applications. They help understand what works best in reaching and keeping customers and how well your company is doing compared to others. 

For the top five finance apps in 2022, the metrics reveal:

✔️ The average number of downloads each month reached 7.8 million, indicating the apps' popularity and user interest.

✔️ The apps boasted an average of 12.8 million active users monthly, reflecting a strong and engaged user base.

✔️ Lastly, the average install penetration rate stood at 15.2%, showcasing the proportion of the target market that has the apps installed on their devices.

An impressive 95% of new fintech users make at least one financial transaction within their first month of signing up.

Average conversion rate is 76% within the first week for new users. It usually takes up to 7 days for newly signed-up users to convert.

Average CTR for Push Notifications

The average click-through rate (CTR) for Android stands at 9%, which is 50% higher than iOS's 6%. This difference could be due to iOS's policy requiring users to explicitly opt-in for push notifications, whereas Android users receive these notifications by default.

CTR fintech apps

Average CTR for In-App Notifications

At 24%, the average CTR stands out as the highest for the three channels (push, in-app, and email). This may be linked to context. A user already in your app when a notification arrives is also more likely to engage with it at that precise moment. 


These benchmarks provide a snapshot of the current digital landscape for financial services. By understanding and leveraging these metrics, financial companies can make informed decisions to optimize their digital marketing strategies and better connect with their audience.

For the most current and detailed information, always refer to the latest industry reports and research.

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Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

December 29, 2023
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