From reviews to reality: Key trends in UK mobile banking
In today’s digital-first world, mobile banking apps are the primary touchpoint for millions of customers managing their finances. Historically, banking apps were ranked solely by their star ratings, which offer only a surface-level view of customer satisfaction. However, as digital experiences become more complex and integral to daily life, banks need more than just rankings – they need to understand customer sentiment deeply. This is where a data-driven, AI-powered analysis becomes invaluable.
At Futurice, we’ve analysed thousands of app store reviews from iOS and Android across 17 UK banks. This objective analysis goes beyond rankings, uncovering key sentiment trends that offer actionable insights into both positive experiences and recurring pain points. Our findings reveal what customers truly value and where banking apps fall short, helping banks transform their digital offerings for the better.
Beyond ratings: Why sentiment matters more than scores
While app ratings give a quick snapshot of user satisfaction, they fail to capture the complexity of customer experiences. For example, an app might score a solid 4.8 stars, but frequent complaints about login issues, customer service, or security gaps may persist beneath the surface. With AI-driven sentiment analysis, we move beyond superficial scores to reveal the deeper story.
Customer sentiment is essential because it captures how users feel about the app – not just how they rate it. By analysing recurring themes in app store reviews, we can pinpoint what users truly care about, giving banks and organisations a roadmap for meaningful improvements.
What users love (and what frustrates them)
Across the reviews, several positive features stand out. Users consistently praise banking apps for their intuitive navigation, fast access to important functions, and seamless transaction capabilities. However, as is often the case, there are areas for improvement that echo across almost all the apps analysed.
One notable mention from nearly every app is the need for offline access – users want the ability to view account balances and recent transactions without an internet connection. Similarly, customisable notifications and dashboards are highly requested, allowing users to personalise their banking experience. Issues related to better customer support integration, improved onboarding processes, and enhanced security also frequently emerge, emphasising the need for stronger user guidance and protection across platforms.
Addressing the unique needs of each platform
Our analysis reveals key differences between iOS and Android user experiences. iOS users tend to expect more seamless biometric security features, while Android users often struggle with app stability and performance. The reviews show that iOS users place a premium on smooth, intuitive navigation, whereas Android users frequently report issues with app crashes and slower response times.
Understanding these platform-specific trends helps banks fine-tune their apps to meet user expectations. Addressing these challenges head-on is crucial for maintaining a positive app experience across diverse customer bases.
Using AI to improve customer experiences
AI-powered sentiment analysis allows banks to not only track trends but also to prioritise the improvements that matter most to their users. For example, if users repeatedly mention issues with customer service response times or security concerns, AI can help identify patterns that enable banks to allocate resources effectively and make targeted updates.
Furthermore, following customer sentiment isn’t just about resolving current issues – it’s about staying ahead of the curve. By closely monitoring what users are saying, banks can anticipate emerging trends, such as growing demands for enhanced security measures or more personalised banking features.
Futurice’s expertise: Turning feedback into action
At Futurice, we specialise in transforming customer feedback into actionable insights. Our AI-driven analysis of app store reviews offers a powerful starting point, but we can take it even further with access to first-hand data from banks, combined with alternative sources of data from the wider market. By working directly with financial institutions, we can conduct a more thorough analysis, diving deeper into specific usage patterns, customer journeys, and operational performance.
This comprehensive approach allows us to identify the root causes of user dissatisfaction and deliver tailored solutions that go beyond app store feedback. From UX design and technical audits to long-term app optimisation strategies, Futurice helps banks turn customer sentiment into a powerful tool for digital transformation.
Listening is key to success
In the fast-paced world of digital banking, customer sentiment is more important than ever. Banks that listen to and act on customer feedback will not only improve their app experiences but also strengthen customer loyalty and stay ahead in an increasingly competitive market.
Want to know more about how your app measures up? Download the full report or get in touch with us to explore how we can help transform your app into a customer-first digital tool.
Matthew EdwardsManaging Director, UK
