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FinTech Marketers Invested $3B Globally on User Acquisition in 2020 – AppsFlyer

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AppsFlyer, the global marketing measurement leader, yesterday released its 2021 edition of The State of Finance App Marketing report. The COVID-19 pandemic directly impacted how consumers interact with financial institutions and how the institutions themselves operate.

According to the report, Financial Technology (FinTech) apps are in high demand, experiencing a 132% leap globally in downloads in the last two years. Sub-Saharan Africa saw impressive growth, with installs in Nigeria climbing 160%, up 100% in Kenya and rising by 52% in South Africa.

Commenting on the growth of finance apps across Africa, Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer said: “The COVID-19 pandemic rapidly accelerated the adoption of financial technology globally and in emerging markets especially, finance apps helped millions of consumers and businesses remain connected. This trend is likely to continue and understanding how to best market their apps will be key to African businesses standing out from the crowd and growing their customer base.”

“With this year heading for a record with total spend globally, reaching no less than $1.2 billion in Q1 alone, we believe that combining different types of marketing activities in addition to improving the registration funnel by optimizing and shortening the time from install to registration will give marketers the edge to utilize their 2021 budget to the fullest.”

Key African Insights

      . Demand for Finance apps is at an all time high

.Downloads of finance apps have shot up over the last year. With 56% of the population in .Nigeria ‘unbanked’, many are turning to apps to access key financial solutions including:

.Loans: 43.3%

.Financial Services: 35.6%

.Investments: 20.3%

– Nigeria’s Cost Per Install*  is up 70% since Q2, leading to a spike in spend, especially in Q1 2021 when budgets almost tripled.

– While each of the three key regions have experienced growth in marketing activity in the last year, Kenya’s overall growth in the last two years has fallen.

Key Global Insights

– Digital banking installs up 45%, while traditional banks gain 22% in 2021. Finance app installs increased 20% overall, but financial services and traditional banking app installs saw only a 15% increase between Q1 2020 and Q1 2021. However, only in the first quarter of 2021, traditional banks picked up speed with a 22% rise in installs.

– 3.3x growth in the number of remarketing conversions between Q1 2020 and Q1 2021. Following a 32% drop in spend in Q2 of 2020, efforts rebounded in Q3 and with rising user acquisition costs, marketers increased activity in remarketing, which soared 3x by Q1 2021. Overall, the growth path of non-organic installs continued upward, hitting 172% growth between 2019 and now.

– Demand for Finance apps is rising across the globe. 29 of the top 40 finance markets (by app installs) enjoyed a growth of at least 20% YoY, however it was the developing markets that dominated the number of installs.

The average number of downloads in developing markets was 70% higher than the average in developed markets, with India, Brazil and Indonesia making up almost half of the global number of downloads.

“FinTech experienced rapid digital transformation over the last year, with the pandemic leading to a shift in mindset even for those that have been slow to adapt,” said Shani Rosenfelder, Head of Content & Mobile Insight, AppsFlyer.

“Marketers should strive for efficiency with their spend by following the rising Cost Per Install trend and focusing on user acquisition to meet new demand. Marketers should also explore more affordable remarketing campaigns to keep their brand top of mind amid rising market competition.”

Methodology

The State of Finance App Marketing from AppsFlyer is an anonymous aggregate of proprietary global data collected from 4.7 billion finance app installs.


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E-Business

Why JustMarkets Is a Strong Choice for Gold Trading

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Over the past four years, gold has risen by more than 400%. The precious metal has long been one of the most traded assets in global financial markets. From its role as a traditional store of value to its sensitivity to inflation, interest rates, and geopolitical uncertainty, gold continues to attract traders seeking efficient and predictable trading opportunities during a period of global uncertainty and high volatility.

Why JustMarkets Is a Strong Choice for Gold Trading

JustMarkets

For traders looking to effectively access gold markets, choosing the right trading environment is as important as timing their entry. One of the most popular and effective gold trading platforms is JustMarkets, offering the tools, conditions, and infrastructure to enable traders to achieve their most ambitious gold trading goals.

Tight Spreads on XAU/USD

Cost efficiency is a critical factor in gold trading, especially for active day traders. JustMarkets offers extremely competitive XAU/USD spreads, allowing traders to open and close positions with reduced transaction costs. Lower spreads can significantly impact short-term strategies, where precision and timing are key to effectively entering a trade. By minimizing trading costs, JustMarkets helps traders focus more on market analysis and finding the ideal entry point, and less on overhead.

Fast and Reliable Execution

Gold is recognized for its volatility, especially during the day, especially with economic announcements or geopolitical events. Speed is of the essence in volatile markets. JustMarkets provides high-speed execution of orders, which helps minimize the risks of delays, especially during periods of high volatility. This ensures that traders are able to respond better to market conditions, thereby having better control over trade management.

Flexible Trading Conditions

Each trader has their own approach to gold, ranging from intraday trading to position trading. JustMarkets offers flexible leverage and account types, enabling traders to adjust their exposure based on their risk tolerance and trading style. This flexibility is suitable for both conservative and aggressive traders while still allowing them to access the same global gold market.

Advanced Platforms and Tools

Successful gold trading is based on thorough technical and fundamental analysis. JustMarkets provides access to industry-standard trading platforms equipped with advanced charting tools, multiple timeframes, and a wide range of indicators for recognizing divergences and clear entry points. These features help traders analyze price trends, identify key levels, and plan their trades with greater confidence.

Accessibility via mobile devices and computers via the JustMarkets Mobile Trading app also ensures traders can monitor positions and market movements from anywhere and at any time.

Education and Market Support

Gold is also affected by factors such as inflation rates, central bank policies, and currency fluctuations. Understanding these factors is important for developing a structured trading strategy.

JustMarkets offers resources for traders, which provide information on how global events can impact the price of gold like case studies, daily, bank and weekly analysis. This is a knowledge-based system, which enables the trader to make more informed decisions rather than relying on the price movements of gold.

Trading Activities That Keep Gold Traders Engaged

In addition to the competitive trading environment, JustMarkets also runs various special activities and campaigns that aim to make the trading experience more interesting. At certain intervals, the special activities may include trading contests on specific trading instruments, such as gold, which are highly sought after by traders. This will give the traders an added impetus to keep trading.

The special activities are designed to encourage trading, consistency, and skill-building among the traders, along with the additional motivation for the trading strategies. This is also in line with the overall philosophy of JustMarkets to create a dynamic trading environment where trading, learning, and motivation are linked together.

A Trading Environment Built for Gold Traders

Gold is still one of the most dynamic markets with the greatest number of opportunities in the world. With tight spreads on XAU/USD, fast execution, flexible trading terms, and access to advanced analytical tools, JustMarkets creates an optimal trading environment for those who want to trade gold efficiently.

In addition to the comprehensive educational assistance, JustMarkets continues to position itself as a strong competitor for traders who are looking for professional trading conditions combined with growth opportunities.


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Microsoft Expands Africa AI Push while DeepSeek Gains Users

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Microsoft is stepping up its push to expand artificial-intelligence adoption across Africa as competition intensifies with Chinas DeepSeek for influence in one of the worlds youngest and fastest-growing digital markets.

Microsoft Expands Africa AI Push while DeepSeek Gains Users

The company plans to train 3 million Africans on its AI technologies this year through partnerships with schools, universities and other institutions, with a focus on South Africa, Kenya, Nigeria and Morocco.

The effort reflects Microsofts broader attempt to accelerate adoption of its AI ecosystem across emerging markets where developers and enterprises are increasingly experimenting with generative AI tools.

Alongside the training initiative, Microsoft is working with MTN Group (MTNOY), Africas largest telecommunications company, to distribute Microsoft 365 and its Copilot digital assistant to about 300 million subscribers.

The Elevate program is designed to expand AI literacy and reduce cost barriers that might otherwise limit adoption, according to regional leadership.

The push comes as Chinese technology firms expand their footprint across the continent, with DeepSeeks open-source models accounting for roughly 11% to 14% of chatbot use in several African markets and reaching about 20% in countries such as Ethiopia and Zimbabwe following investments tied to digital infrastructure and telecom networks.

Microsoft is also increasing its infrastructure investment in the region.

In South Africa, the company plans to invest 5.4 billion rand, or about $330 million, to expand its cloud and AI capacity by the end of next year, while it is also exploring plans for a geothermal-powered data center in Kenya.

Early corporate adoption is emerging across the continent, with South African grocer Spar Group using Copilot in ways that save more than 700 employee hours annually and Nigerias Access Holdings integrating AI into daily workflows.

Regional leadership has suggested broader AI adoption could potentially contribute up to $1.5 trillion to Africas gross domestic product by 2030 if governments and businesses continue investing in digital infrastructure and AI skills.

 


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Kaspersky Uncovers a New Android Malware Campaign Disguised as Starlink Application

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Kaspersky Global Research and Analysis Team (GReAT) has uncovered a new Android malware campaign in which cybercriminals distributed the BeatBanker Trojan under the guise of the Starlink application for Android.

Threat actors primarily target users from Brazil; nevertheless, Kaspersky experts don’t rule out that users from other countries may also face this threat.

The Trojan employs a Monero cryptocurrency miner and additionally installs a BTMOB remote administration tool (RAT) on the infected devices. To maintain its persistence, BeatBanker uses an uncommon mechanism involving a nearly inaudible looped audio file.

“At first we saw BeatBanker being distributed under the guise of a public services app; it installed a banking Trojan in addition to a cryptocurrency miner. However, our recent detection efforts uncovered a new campaign with another BeatBanker variant that deploys the BTMOB RAT instead of the banker module.

The attackers appear to be using a fresh lure with the Starlink app to reach more victims from different countries. Therefore, it is important for users to stay vigilant and use advanced solutions to protect their smartphones,” comments Fabio Assolini, Head of the Americas & Europe units at Kaspersky GReAT.

Initial vector of infection

Kaspersky experts believe that cybercriminals distribute a fake Starlink application containing the BeatBanker Trojan through phishing pages that mimic the Google Play Store. After execution on a compromised device, the Trojan displays a user interface that also mimics Google Play. Cybercriminals trick victims into granting installation permissions, thus allowing the download of additional hidden malicious payloads.

Crypto mining and BTMOB RAT module

When a user clicks UPDATE on the fake Google Play page, a Monero cryptocurrency miner deploys. BeatBanker monitors battery percentage and the temperature of an infected smartphone, as well as user activity after which a hidden cryptocurrency miner is started or stopped.

The Android Trojan also installs a BTMOB RAT on the compromised device. BTMOB enables full remote control and is sold as Malware-as-a-Service.

It is capable of automatic granting of permissions, hide system notifications and has mechanisms designed to capture screen lock credentials, including PINs, patterns and passwords on compromised devices. The malware also gives cybercriminals access to the front and rear cameras, GPS location monitoring and constant collection of sensitive data.

To ensure persistence and hinder uninstallation, BeatBanker maintains a fixed notification in the foreground and activates a foreground service with silent media playback. This tactic is designed to prevent the operating system from removing the malicious process.

Kaspersky’s products detect this threat as HEUR:Trojan-Dropper.AndroidOS.BeatBanker and HEUR:Trojan-Dropper.AndroidOS.Banker.*.

 


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