The Asset Management Apps Rank 2025 by Markswebb provides a structured assessment of digital experiences offered by asset management companies in a country in Eastern Europe. The research is driven by the rapid market growth: in 2024, total assets under management reached $26.3 trillion (a 25.8% YoY increase), with momentum continuing into Q1 2025. This growth brings new demands for transparency, consistency, and convenience in digital channels — especially mobile apps.
Over three months, the research team modelled 40 user scenarios across 10 asset management apps, evaluating them against a proprietary framework built on expectations from mass-market investors. The result is a benchmark of digital maturity and a roadmap for app development, backed by 100+ in-depth user interviews. The research identifies common UX gaps, best practices from other digital industries, and trends shaping the future of mobile investment services.
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Our research is based on a UX evaluation system specifically designed for mobile apps of asset management companies. This system has already been piloted, validated with real investors, and used to benchmark apps in a country in Eastern Europe.
Now, we’re offering it as a standalone tool for your product team.
You can apply it to:
audit your investment app and uncover UX gaps
compare your service with local or global competitors
validate your backlog or redesign with objective metrics
prioritize features that truly matter to investors
The system is fully adaptable to any market and can be localized to reflect local user behavior and terminology. You get a structured, criteria-based evaluation that’s easy to apply and easy to communicate — internally or to stakeholders.
While the number of mobile investment apps has multiplied in recent years, the quality of experience lags behind. Most apps still offer basic functionality with inconsistent UX, lacking onboarding clarity, meaningful chat support, or investment transparency.
Users expect seamless registration, clear income tracking, and proactive guidance in product selection. These expectations emerged from 100+ qualitative interviews conducted during the study. One key insight: apps that help users understand what affects their portfolio value gain higher ratings and loyalty.
Many platforms still make it hard to explore or compare products. Lack of filters, confusing product cards, or rigid categorization hinder decision-making. Beginners especially benefit when the app recommends relevant products or allows easy side-by-side comparison.
Inadequate information on how to close positions, estimate taxes, or calculate final returns is a critical UX issue. The best apps provide transparent flows that reduce friction and customer attrition.
The top-ranked app succeeded across all user task groups. Its unique features include flexible payment options, dynamic product filtering, and real-time updates on portfolio structure and returns. Second- and third-place apps also showed strengths — though each followed a different strategic focus.
Whether you're a digital product lead, UX strategist, or investment service executive, the Asset Management Apps Rank 2025 offers practical tools to accelerate your development roadmap:
Applicable to:
We identify missing features and UX gaps that limit investor confidence, engagement, and retention.
To assess the digital maturity of mobile services offered by asset management companies, Markswebb developed a proprietary UX evaluation system grounded in real investor behavior and measurable user experience outcomes. This system is structured around more than 700 binary criteria and models the full spectrum of investor interactions with mobile platforms — from account creation to product closure.
The approach is scenario-based: each user goal is broken down into specific tasks, and each task — into concrete evaluation points. For example, the entry-level scenario "Start using the mobile app" includes granular steps such as gaining access, submitting passport data, setting up secure login, customizing the interface, recovering lost access, or searching for product definitions. This scenario alone includes 17 criteria.
The diagram above illustrates a part of this evaluation tree: one group of user scenarios — onboarding and orientation — accounts for 390 criteria in total. It captures early touchpoints critical to trust, comprehension, and engagement. Adjacent scenario clusters (shown grayed out in the diagram) include financial transparency, product closure, and document handling — all key concerns voiced by real investors during qualitative interviews.
By mapping criteria to real investor needs, the system allows for:
This methodology enables both benchmarking and action planning. It highlights not only where a service underperforms, but also what improvements matter most for acquisition, retention, and investor satisfaction.
The methodology integrates qualitative insight with structured benchmarking. Over 100 in-depth interviews with mass-market investors were conducted to uncover core expectations, product discovery behavior, and common pain points. These findings informed the weighting and selection of criteria — ensuring that the system reflects real-world investor needs rather than abstract design ideals.
In parallel, the team analyzed existing mobile apps offered by banks and fintech platforms, as well as digital solutions from adjacent industries such as e-commerce and telecom. This comparative analysis helped to identify cross-industry best practices and set higher standards for user experience in the investment domain.
The full evaluation includes:
This methodology underpins not only the Asset Management Apps Rank 2025, but also the practical consulting support offered to product teams. It enables clients to verify their product roadmap, build a defensible UX strategy, and position their apps against a meaningful benchmark.
Our analysis of asset management companies’ mobile apps revealed a recurring gap that critically impacts investor trust: the lack of transparency in portfolio performance, product exit procedures, and fee structures. While many apps succeed in onboarding users and offering basic transactions, few provide the clarity and reassurance that mass-market investors expect when managing long-term financial decisions.
One particularly revealing insight emerged during our in-depth interviews: users don’t just want to see numbers — they want to understand what’s behind them. Without contextual explanations of portfolio changes, tax implications, and risk exposure, even experienced investors hesitate to take action. This lack of clarity often results in stalled engagement or premature withdrawal of funds.
Leading banks and digital investment platforms are already addressing this challenge through several innovative design strategies. Below are key examples that asset management companies can adopt:
Real-time performance insights
Top-performing apps offer live updates on portfolio value, with clear breakdowns of gains, losses, and rebalancing events. These insights are contextual — linked to market changes or user actions — and visually prioritized to aid understanding at a glance.
Scenario-based closure flows
Instead of treating product closure as a technical step, mature apps present detailed simulations of outcomes: expected taxes, timelines, net returns, and alternative reinvestment options. This transparency reduces attrition and fosters long-term investor loyalty.
Manager visibility and decision rationale
For actively managed funds, users benefit from seeing who manages their assets and why particular strategies are followed. Some platforms highlight fund manager profiles, investment philosophies, and even monthly strategy notes — a simple step with high impact on investor confidence.
Aggregated income tracking
Effective dashboards don’t just show balance history; they differentiate between dividends, market growth, and reinvested capital. This level of detail empowers users to assess the actual productivity of their investments over time.
Exit readiness indicators
A growing best practice is to visualize when and how a portfolio (or its parts) can be exited without significant penalties or tax inefficiencies. For users planning life events or large purchases, this clarity helps retain trust in the platform.
AI-driven product suggestions
Intelligent recommendations, especially for first-time investors, help reduce friction and boost conversion. The best apps tailor these suggestions based on behavior and portfolio profile.
Simplified product comparison
Comparing multiple funds or instruments side by side helps users feel more in control and increases satisfaction. The ability to share these comparisons also supports collaborative financial planning.
By implementing these practices, asset management companies not only address a core usability issue — they position themselves as partners in the investor’s long-term goals. As digital investment behavior evolves, transparency will no longer be a competitive advantage — it will be a requirement.
The Asset Management Apps Rank 2025 identifies key gaps and growth vectors for digital investment services. For product teams, it offers a concrete framework to measure, compare, and improve app performance. For financial institutions, it’s a guide to aligning with user needs and digital market standards. We are ready to support your journey with research-based audits, competitive insight, and product strategy consulting.
Unlock a UX benchmark of asset management apps to identify gaps and boost investor engagement.
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