Innovation Stage: Getting Leverage from Reviews: What Matters to Mobile Banking Customers

In 2020, consumers shifted to mobile banking and, within weeks, banking apps had to serve millions more consumers. They left hundreds of thousands of app reviews on Google Play and Apple App Stores, which represents substantial first party data about user experience. When turned into meaningful data, these reviews reveal where banks are delivering well and where there are barriers to usage.

Thematic helps companies use unstructured feedback to get clearer focus, richer context and deliver better customer experiences. We deliver valuable insights by combining data and distilling critical themes from feedback. We use a transparent approach which combines AI-powered text analytics with human input. The resulting insights are accurate, quick to discover and capture specific business context.

This presentation will focus on insights from 130K reviews of 35 U.S. mobile banking apps. We gathered them from app stores and piped into our central feedback platform to reveal key insights:

1. What makes for an ideal mobile banking outcome?

2. Which banks are delivering on key features?

3. Where are the biggest opportunities and issues?


We will share what matters more to your mobile banking consumers than anything else. There are advantages for the big banks, but we see where the smaller banks delight. Insights from our analysis highlight where mobile banking needs to be more reliable and show how one bank benefited from delivering on this.