Finance customer support is increasingly digital. Research found that more than three-fourths of customers have a banking or credit union app. Additionally, the study found that eight out of ten people report having a payment app, such as PayPal.
However, it’s not enough for finance companies to simply have an app. Customer support is now more critical than ever for the success of your business. Below, we go over the finance app customer support trends and challenges you need to be aware of for 2026.
Why is finance app customer support critical for brand reputation?
App-based customer support is now mission-critical for reputation management and trust. 83% of customers say they trust a brand more if they have good quality customer service. This means that positive app-based support experiences are vital for attracting and retaining customers. That’s because bad news travels fast, especially in our digital age.
Research by Qualtrics found that 45% of customers who have a poor support experience told their family and friends, and 22% posted a rating on a third-party site. One bad service experience can lead to customers amplifying it en masse through word-of-mouth or digital platforms, which can negatively impact brand perception.
However, the good news is that if you prioritize fintech customer support experiences, customers are also likely to amplify positive interactions with your brand. That same survey found 49% of customers will tell friends and family about a good experience, and over a quarter of them will post a review on a third-party site. That means the quality of your in-app support directly impacts brand reputation and trust not just with your current customer base, but with potential future customers.
What are the current challenges in fintech app support?
As finance continues to shift toward app-based experiences, support teams face numerous challenges. They can show up daily in the form of longer resolution times, frustrated customers and increased risk to trust and security. We dive into some of the most critical challenges below.
Fragmented experiences
One of the most common challenges in fintech customer support is inconsistent experiences across channels. Customers may start in an app, call your contact center, and then switch to chat — often without critical context transferred between those touchpoints.
When systems aren’t connected, customers have to repeat themselves, agents lack full context and answers can vary depending on the channel. This leads to longer resolution times and runs the risk of increased customer rage.
This challenge often results from siloed multi-channel support setups. Customers expect a single, consistent experience across all touchpoints. Companies can deliver the experience customers expect by adopting omnichannel customer service to streamline customer support.
Security issues
Security is a critical challenge for fintech app support. Financial institutions are frequent targets for cybercriminals, which raises the stakes for every support interaction.
Research shows that financial organizations experience up to 300 times more cyberattacks than companies in other industries. Additionally, ransomware attacks are also on the rise. A report by Sophos found that nearly two-thirds of financial businesses experienced a ransomware attack in 2024.
This makes providing a seamless support experience all the more challenging. On the one hand, strong authentication and verification measures are vital for protecting your customers' data. However, they can also slow average handle time (AHT) in emotionally charged situations for customers, such as account lockouts, suspected fraud or failed payments.
Security failures can have a devastating impact on your company's finances. According to IBM, a data breach costs financial businesses more than $6 million, about 22% higher than the global industry average.
However, the consequences of data breaches go far beyond your company's finances. They directly undermine customer trust in your brand. Financial organizations have to juggle providing fast customer service while minimizing the risk of harm to customers from bad actors.
High volume of support requests and tickets
As digital banking and fintech brands scale, support ticket volume grows fast. Login issues, transaction failures or service outages can quickly generate large spikes in tickets.
At the same time, customers expect near-instant responses for digital banking customer service. Without effective customer self-service and in-app support, high ticket volumes can lead to longer wait times, inconsistent answers and increased frustration. This, in turn, can lead to a spike in customer rage.
So, how can your team keep up? This is where scalable support capabilities become critical, not just to reduce costs, but to ensure a positive customer experience as the company grows.
For example, your brand might benefit from leveraging chatbots to address frequently asked questions and reduce case burdens on agents. A truly comprehensive support platform can help your business effectively handle an increase in support requests as it grows.
What are the current trends in finance app customer support?
As customer expectations rise and digital adoption increases, good finance app customer support is becoming a critical part of the customer experience. Three trends in particular are reshaping the tech support landscape for digital banking and fintech brands.
AI customer service
Companies are using AI to handle routine support interactions, assist agents and provide faster responses inside apps. Rather than replacing human support, successful companies are using AI to augment agent performance. For example, they might use AI for agent onboarding and training, or to automate repetitive tasks so agents can focus on tasks that require human expertise.
There are many benefits to leveraging AI customer care tools. Technology such as large language models (LLMs) use natural language processing to better understand customer requests and provide more accurate tech support and troubleshooting. This can improve key contact center metrics such as first-call resolution and average handle time.
The biggest takeaway? The future of fintech app support isn't humans or AI. It's a hybrid strategy that leverages the strengths of both to create a scalable, streamlined customer experience.
Omnichannel customer support
Customers expect the same answers and quality of service whether they reach out through an app, website, chat or phone. In short, if your company is looking to get ahead of the competition, you need to prioritize an omnichannel customer service strategy.
Omnichannel customer support creates a more streamlined support experience for both customers and agents. This is because omnichannel platforms retain context across all channels. Therefore, agents have critical information from previous service interactions, whether they took place over the phone, email or through customer self-service.
As a result, agents can provide customers with more accurate resolutions to their service requests. This, in turn, can lead to faster resolution times and an improved net promoter score (NPS), a metric vital for gauging the success of your business.
Personalization
Did you know that eight out of 10 customers expect you to provide personalized customer experiences? There are numerous advantages to providing personalized customer service. For example, companies that personalize service interactions can see up to a 20% improvement in customer satisfaction.
The Financial Brand reports that personalization is a growing focus for the financial services industry, with institutions investing in creating tailored digital experiences balanced with privacy and compliance.
In practice, this can mean serving relevant help content based on the customer's goal, routing cases to specialized agents or ensuring that self-serve content is available in the customer's preferred language.
When done well, personalization reduces friction in the customer experience, builds brand loyalty and can even lead to increased profitability. According to McKinsey, companies that create personalized experiences could increase revenue by as much as 40%.
Good finance app customer support is critical in 2026
Mobile usage is rapidly increasing in fintech customer support. As a result, high-quality support is no longer a nice-to-have, but a must-have for the new year. Customer support is vital for maintaining brand loyalty and reducing customer churn rates.
CX leaders need to strike a careful balance between keeping up with the latest trends and ensuring customer information is secure and safe. Customer service is no longer just a cost center; it’s critical for differentiating your brand from the competition.
The same support challenges facing finance apps — scale, security and trust — are already being solved in telecom. See how a tier one U.S. mobile network operator partnered with Ozmo to support its My Account app in our free case study.
