MX research shows financial apps often fall short, driving 24% of consumers back to spreadsheets and manual tracking, while 22% admit avoiding finances altogether. At the same time, app consolidation is rising, with only 40% using three or more finance apps, down from 47% six months ago. Consumers demand security, personalization, and connectivity, with 67% expecting providers to know them and 55% willing to share more data for better experiences. Yet trust gaps remain, as 55% worry about who has access to their data. To win loyalty, providers must expand wellness tools, simplify money management, and build trust through privacy-first practices.

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