Financial app costs in Mexico rise 38% amid regional competition

Financial applications in Latin America are facing increased competition and rising costs for user acquisition. In Mexico, the cost per installation (CPI) for financial apps rose by 38% between the second quarter of 2025 and the same period in 2026, marking the second-highest increase in the region after Colombia, which saw a 60% rise.

Data from a report by AppsFlyer, Sensor Tower, and Google Ads indicates that while the financial category remains a major driver of downloads—surpassing 1.3 billion downloads in Latin America in 2025—maintaining active users is a significant challenge. For instance, the 30-day retention rate for Android users in Mexico stands at only 2.3%.

The market is becoming increasingly crowded as banks, fintechs, digital wallets, and investment platforms compete for dominance. On average, smartphone users in the region now utilize approximately three financial applications per month, a 64% increase compared to 2021 levels.