Global Investment Application Benchmark 2025

Several powerful trends are redefining the investment app market:

• Market Consolidation and Innovation - Leading players are consolidating their market positions by introducing cutting-edge features such as advanced analytics, gamification, and social interaction. These innovations are helping them outpace less advanced competitors.
• Expansion of services - Brokers are increasingly acquiring banking licenses and offering high-yield (APY) cash accounts, directly competing with traditional banks and expanding value proposition.
• AI Integration - Artificial intelligence is being leveraged for portfolio analysis, risk management, and customer support. While adoption is growing, large potential remains, particularly in predictive analytics and personalization of investment advice.
• Zero-Commission Trading - The ongoing shift toward commission-free trading is driving platforms to adopt alternative revenue streams, such as payment for order flow and securities lending. This trend is further democratizing market access, especially in the U.S.
• Enhanced User Experience - Both digital natives and traditional financial institutions are prioritizing intuitive design and seamless interfaces, recognizing user experience as a key differentiating factor in lowering the barriers to entry for investors of all levels.

To come up with an accurate and reliable score for each platform, we designed our analysis across five key dimensions:

1. Functionalities: Range and quality of mobile app features
2. User Experience: Design, usability, and accessibility
3. Products & Markets: Available trading options and market access
4. App Store Ratings: User feedback analysis
5. Costs & Fees: Comprehensive fee structure evaluation, including multiple types of fees and different transaction values

Our top three investment applications remain unchanged, with Interactive Brokers securing the leading position, followed by E*TRADE and eToro. These platforms distinguish themselves through unparalleled product range, extensive global market access, a diverse suite of analytical tools, and highly competitive pricing. Their ability to deliver both advanced functionalities and a seamless user experience sets them apart in an increasingly crowded marketplace.

The top 10 applications in our ranking represent a global mix, yet there is a clear US dominance. Five are headquartered in the United States, while the remaining five are based internationally. This distribution highlights both the strength of US-based platforms and the growing competitiveness of global players. Notably, Revolut stands out as the only bank-first platform in our top 10, maintaining its position for the second year in a row. Revolut’s success highlighted the impact of a user-centric approach, lower fees, and the integration of essential investment functionalities-demonstrating that banking-led platforms can compete with pure-play investment apps at the highest level.

The results reveal just how quickly digital investing is evolving. As innovation accelerates, we expect to see more industry consolidation and a shift toward advanced robo-advisors and automated platforms. These next-gen solutions promise smarter, more personalized investing-making it easier than ever for users to access global markets and tailored strategies.

In Europe, this evolution is set against the backdrop of significant regulatory change. The upcoming ban on payment for order flow (PFOF), part of the revised MiFID framework taking effect in 2026, marks a turning point for commission-free platforms operating in the European Economic Area. The new rules are likely to disrupt existing business models, prompting firms to revisit their pricing strategies, partner ecosystems, and customer acquisition approaches to remain competitive and compliant.

Ultimately, the platforms poised to lead this transformation will be those that successfully combine innovation, simplicity, and automation—delivering faster, smarter, and more engaging experiences for a new generation of investors.

At Sia, we empower financial institutions to make strategic decisions that elevate their digital investment platforms and ensure lasting market competitiveness. Our approach combines deep sector expertise with cutting-edge technology, including AI, blockchain, and advanced data analytics, to help clients transform their offerings and stay ahead of industry trends.

Due to Sia’s wide offering of benchmarks in the financial industry (e.g. Mobile Banking Benchmark, Non-life Insurance Benchmark, Car Leasing Benchmark), we can assist clients defining their digital strategies & roadmaps, adjust pricing strategies, and more by leveraging our expertise.

Contact us if you are interested in partnering with Sia to future-proof your financial platforms and lead the next wave of digital innovation.