Best practices from leading mobile banking services

As part of the Mobile Banking Rank 2024, Markswebb analyzed mobile apps of leading banks and neobanks in Europe and globally. The goal was to identify product solutions that remove friction from key user scenarios and create lasting value in mobile financial services.

This research revealed best practices that enhance user experience, improve financial confidence, and support business goals such as retention, monetization, and speed of delivery. Below, we describe these solutions and explain why they matter for digital product teams.

One common thread across all best practices is simplicity in execution. The strongest solutions are not the most complex—they are the ones most deeply aligned with real user behavior and seamlessly embedded in the product architecture.

Automating what matters: Payments that don’t require remembering

Many leading apps now allow users to set up automated payments based on flexible rules. For example, users can create recurring payments for rent or subscriptions, or define smart conditions—like paying a bill only when the account balance exceeds a set amount. Some services go further by enabling users to share payment templates with family or coworkers, simplifying repeatable financial routines.

This approach reduces cognitive load and user anxiety over missed deadlines. For product teams, it supports long-term retention by transforming the app into a financial autopilot. Automations also unlock monetization potential—serving as trigger points for offering premium features, credit products, or personal finance coaching.

Example: Bank lets users create automatic payments based on balance levels. For instance, a utility bill can be paid only if the account has sufficient funds, eliminating the need to monitor deadlines manually.

Insights that drive action: Turning data into financial decisions

Clear visualizations help users monitor balances, expenses, and income patterns—and feel in control. By presenting data in an intuitive manner, users can quickly identify trends and anomalies in their financial activities. Interactive charts and graphs allow for dynamic exploration of spending habits, enabling individuals to make informed decisions about budgeting and saving.

Context through comparison: Benchmarking against similar users

Context is key to helping users assess their finances in a mobile banking app. Banks now compare a user’s behavior and status with others in similar segments—by age, gender, income, or region. This comparative analysis not only provides users with a clearer picture of their financial health but also encourages informed decision-making. For instance, if a user sees that their spending habits are significantly higher than those of their peers, it may prompt them to re-evaluate their expenses and consider budgeting strategies.

Additionally, contextual insights can be tailored to individual preferences and goals. For example, if a user is saving for a vacation, the app can provide benchmarks on how much similar users have saved by a certain time, along with tips on achieving those savings more effectively. This personalized approach enhances user engagement and motivates them to take action towards their financial objectives.

Example: Bank’s Financial Health tool evaluates spending, savings, investment activity, and insurance. It then shows how a user’s profile compares to peers, offering a realistic benchmark and revealing areas for improvement.

Trusted flows: Auto-detecting providers to reduce risk

When paying for mobile services, automatic identification of the provider reduces friction and builds user confidence. By streamlining the payment process, users can quickly and easily complete transactions without the hassle of manually entering provider information. This not only saves time but also minimizes the risk of errors, such as selecting the wrong service or entering incorrect account details.

In many leading apps the mobile operator is identified by phone number. The form then displays details such as legal entity, website, and tax ID—helping users avoid errors and spot fraudulent providers.

One-tap simplicity: Making autopay effortless

Simplifying regular payments helps users adopt autopay faster. The most effective approach in digital banking is to reduce setup to one tap, especially for frequent use cases like utility bills or mobile services. By streamlining the onboarding process, users are more likely to embrace autopay as a convenient solution to manage their recurring expenses. Incorporating features such as pre-filled payment details, reminders for upcoming charges, and an intuitive interface can further enhance the user experience.

Additionally, providing clear insights into payment histories and upcoming transactions can build trust and transparency, making users feel more comfortable with automated payments. Financial institutions should also consider implementing customizable options, allowing users to choose payment dates and amounts, which can cater to varying cash flow needs.

Example: Bank implements a one-tap activation for autopay directly during a regular payment flow. The interface displays the amount, schedule, and assigns a default name to the autopayment, which can later be edited.

Visual finance: Helping users see and manage their money

Banks are helping users become more financially confident by visualizing income, expenses, and key indicators. These dashboards also serve as gateways for recommending relevant services or products. By leveraging advanced analytics and artificial intelligence, banks can analyze users' financial behaviors and preferences, allowing them to tailor suggestions that meet individual needs. For instance, if a user consistently spends more in a particular category, such as dining out, the bank might recommend budgeting tools or savings accounts designed for that purpose.

Moreover, these dashboards can incorporate features like goal-setting tools, which enable users to set financial objectives, such as saving for a vacation or paying off debt. As users track their progress visually, they can gain a sense of accomplishment and motivation to maintain or improve their financial habits.

Example: Bank’s Financial Health section tracks income history, credit score, debt load, and offers personalized suggestions. The data is visualized with alert progress bars and insights, making financial management more intuitive in online banking.

Instant onboarding outcomes: Reducing time-to-value

Banks reduce time-to-value by offering key products directly after registration. This allows users to activate accounts, cards, and other services without waiting or leaving the app. This streamlined process enhances user experience, ensuring that customers can quickly access their funds and utilize banking features right from the start. By minimizing delays, banks not only improve customer satisfaction but also increase the likelihood of retaining new clients, as they are more likely to engage with services that are readily available.

Banks show available products right after registration and pre-fills applications based on user responses during onboarding.

Preference-based onboarding: Letting users define their path

Many banks now use short onboarding surveys to learn about users’ needs right from the start. This allows the app to offer tailored services and make relevant product suggestions based on real context, not assumptions. Questions may include goals like receiving salary, borrowing money, or saving for a specific purpose. By gathering this information, banks can create a more personalized experience that aligns with each user's financial objectives. For example, if a user indicates they are looking to save for a vacation, the app might suggest specific savings accounts with favorable interest rates, provide budgeting tools, or offer tips for cutting unnecessary expenses.

Example: Bank invites new users to select their preferences during onboarding. Options are illustrated with icons and cover categories such as salary, loans, business, kids, and investments. Users can skip the step if they prefer not to customize.

Smart profiling: Using surveys to guide relevance

Short in-app questionnaires help banks tailor product suggestions to user goals and life context. By gathering insights through these targeted surveys, banks can better understand the specific needs and preferences of their customers. This personalized approach allows for the development of customized financial solutions that align with individual life stages, such as saving for a home, planning for retirement, or managing educational expenses.

Life-centric navigation: Grouping services by real-world needs

Banks are moving beyond classic menus and implementing thematic navigation—grouping services and tools under life scenarios like “Home,” “Auto,” or “Family.” This helps users find relevant features faster and manage multiple services in one place. These sections also serve as hubs for promoting bundled products, such as insurance or partner services, increasing product penetration. Additionally, this thematic approach allows banks to tailor their offerings based on user behavior and preferences, creating a more personalized experience. By analyzing data on customer interactions, banks can refine these categories to better align with the needs of different segments, ensuring that users see the most relevant options first.

Example: In the My Property section, Bank brings together utility payments, security services, internet providers, and even partner integrations like DomClick. Users can subscribe to services, pay bills, and access home insurance offers. An onboarding flow in the online banking section explains how the mobile banking app works.

Card control as self-service: Managing everything in-app

Customers can now reissue, block, and configure cards without visiting a branch. This improves operational efficiency and user satisfaction. This streamlined approach not only enhances user experience but also drives customer satisfaction and loyalty. By minimizing the friction typically associated with account setup and activation, banks can ensure that users can start leveraging their financial tools immediately.

Reducing effort: Navigation that works like a conversation

Search and navigation remain critical friction points, especially in apps with growing sets of features. Some banks address this with clean structures and predictive search that helps users find both transactions and app functions. Others go further by adding voice input for common actions.

By helping users reach their financial goals faster, these online and mobile solutions improve customer experience and reduce drop-offs mid-journey. For digital teams, this means higher completion rates in key scenarios—and less dependency on onboarding flows or tooltips.

Example: Bank offers a built-in voice assistant in their bank apps that allows users to access core features with phrases like “check my balance” or “block my card,” improving accessibility and reducing cognitive load.

Plan flexibility: Letting users switch services on their terms

Banks are making it easier to upgrade service packages and fee plans directly in the app—a process previously only possible via call center or office. This shift towards digital convenience reflects a broader trend in the banking industry, where financial institutions are increasingly investing in technology to enhance customer experience. By allowing customers to manage their accounts and upgrade services with just a few taps on their smartphones, banks are not only streamlining operations but also empowering users to take control of their financial choices.

Why this matters now

Each of these practices in digital banking delivers measurable impact—shorter time-to-task, higher completion rates, fewer support requests, and stronger customer loyalty. But more importantly, they show how product design can reshape user behavior by reducing friction and building trust.

For digital product teams, these practices offer not just inspiration but a proven framework for action. Using the Mobile Banking Rank methodology, we can audit any mobile banking app—adapting our 800+ evaluation criteria to local specifics—and deliver a clear, objective benchmark against key competitors. This approach helps identify blind spots, prioritize improvements, and confidently outperform the market.