The expert stated a decrease in confidence in financial applications due to advertising

The growth in the number of financial services has brought the market to the saturation stage, and it has become more difficult to maintain user loyalty. Applications are no longer perceived as unique solutions, but compete within an ecosystem of several tools in a smartphone. Dmitry Kostin, CEO and co-founder of the Touch Instinct group of companies, told Izvestia on November 22 about why financial services are losing user loyalty.

According to a study by Touch Instinct and UCASSA, 40% of respondents delete financial applications due to intrusive advertising, and another third due to an inconvenient interface or lack of features. Modern audiences expect minimalism, clear functionality, and fast operations from fintech applications.

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"In order to return the attention of the audience, it is important for companies to shift their focus from the race for numerous features to simplify navigation, stable operation of the application and smart recommendations. At the same time, the demand for security is growing: Russians need clear fraud protection mechanisms, risk warnings, and clear steps in cases of failures or blockages. This is a logical request caused by the large number of cyber attacks and data leaks over the past year," the expert said.

According to the source, in 2026, services that rely on stability, predictability and convenience rather than a "feature race" will have advantages. Kostin noted that artificial intelligence technologies and chatbots are still perceived cautiously, as they are not always able to solve the problem quickly and accurately. That is why only a small proportion of respondents consider such tools necessary.

"A financial service that helps save money, suggests profitable scenarios and does not distract from unnecessary functions, is becoming part of the financial routine of Russians. Loyalty is returned where the user sees that the application is working in their interests.: quickly, clearly, and without trying to complicate simple tasks," the expert concluded.

On November 6, a new trend emerged in the Russian cellular market: mobile operators began to attract customers with access to neural networks. So, in early November, MTS launched such a service. It differs in that it offers ready-made communication scenarios without the need to formulate complex queries, Previously such a service was launched by Vimpelcom, but it has a different approach to providing access to neural networks.

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