Wealth management, banking, and insurance brands are now supercharging engagement and revenue with hyper-personalized content delivered through intuitive, social-style feed experiences.
In an era defined by the new attention economy and hyper-personalized experiences, financial institutions are facing along-overdue inflection point. Their apps—originally designed for account reviews and transactions—are struggling to compete in today’s scroll-driven digital ecosystems. But forward-thinking financial services companies are reimagining their platforms not as utilities, but as personalized content hubs—habit-forming digital destinations that drive daily user engagement, share insights, and unlock entirely new revenue streams.
From Transactional Tools to Dynamic Discovery Engines
The traditional financial app has long suffered from infrequent use. Most users check balances or pay bills a few times per month, close the app and come back a month later. Meanwhile, apps like TikTok, Instagram, and Spotify have mastered the art of personalized content delivery, conditioning users to engage daily—sometimes hourly—thanks to highly relevant, ever-changing feeds.
That same paradigm is now entering financial services. At the center of this transformation are personalized in-app feeds—anew media layer inside finance apps that deliver tailored, scrollable content to each user. These feeds turn cold transaction logs into dynamic ecosystems where users can discover, learn, shop, and interact daily.
Social-Like Personalization: The New Standard in Fintech
A seamless social waterfall—from personalized social feeds to in-app experiences—is reshaping the role of financial apps. The app is no longer passive or purely transactional—it becomes a dynamic media channel, integrated into daily life and capable of driving:
- Habitual engagement, with users returning daily to consume fresh content
- Hyper personalization, surfacing product offers and educational content matched to financial shopping behaviors and goals
- Customer engagement and monetization, fueled by high-frequency attention and conversion opportunities
- Seamless Social Waterfall, from social channel to a seamless in-app financial feed experience.
This is not just a UX upgrade—it's digital business transformation. The same algorithms and design principles that built the most addictive consumer platforms are now being harnessed for good: to help users improve their financial literacy, discover smarter financial products, and find lifestyle rewards in one integrated experience. Most importantly, belong to a community.
Early Success Stories from Industry Pioneers Show Broad Applicability
As financial services go digital, the idea of turning apps into daily media destinations applies across the board—from banking and insurance to wealth management and investing. Malka-a new breed of adaptive content studios—is bringing this vision to life by partnering with forward-thinking institutions to create media-forward, feed-driven experiences inside financial apps.
Malka is driving this with MoneyLion, a consumer finance platform, and offers a powerful proof point. Since launching a personalized content feed experience powered by Malka, MoneyLion has reported:
- 40% of marketplace revenue now originates from feed-driven tab in their app
- An 18X increase in in-app shopping behavior since the feed’s launch
- 380% increase in weekly impressions, compared to pre-feed metrics
- 34% of time spent on the MoneyLion app is spent engaging with our financial content feed
- 8 million consumers have engaged with financial content in the MoneyLion app or on its website
This goes beyond a design overhaul—it’s a fundamental shift toward deeply personalized user experiences that drive real user behavior change and measurable business outcomes. The Discover Feed is now central to the in-app user experience. With deep personalization and engaging, bite-sized content, the feed has become MoneyLion’s most powerful marketplace channel for acquisition, conversion, and retention.
Malka has now extended this model into wealth management. With their next big chapter of innovation, Stifel Financial now runs a “Malka-powered” personalized feed in its Wealth Tracker app—the Stifel Discover Feed. Stifel Discover offers clients insights and firm research tailored to their interests and portfolio holdings. By harnessing all of the Firm’s best thinking – from across Investment Strategy, Capital Markets, Wealth Planning, InvestmentSolutions, and Stifel Corporate—Stifel has transformed the way that clients are able to engage with the incredible breath of content and thought leadership made available for clients. The experience is designed to not only educate but connect clients directly to their financial advisor, creating a content-to-conversation loop that builds trust and deepens client relationships, all within a social like scroll.
From Grabbing Attention to Driving Action—The Future of Finance Is Feed-First
With the right media and technology—rooted in intelligent content, adaptive design, and behavioral data—banks and fintechs can compete in the same attention economy that powers social giants, while capitalizing on two major advantages: trust and data.
Financial institutions already hold the most sensitive data and trusted relationships in a user’s digital life. When paired with the power of personalized content and responsible monetization, this trust can be amplified into daily value, leading to deeper loyalty and new growth engines.
The next wave of financial services won't be built on statements and dashboards—it will be built on stories, insights, community and content that people want to return to every day. Personalized, social-like feeds are redefining what a financial app can be: not just a place to manage money, but a destination to discover, learn, and act.
The app is no longer the end of the journey. It's where it begins.
Learn about MFeed by Malka here.